Role of public relations practices in content management: the mediating role of new media platforms

Ali Yahya Al Hadeed; Ihsan Maysari; Mohammad Mahmoud Aldroubi; Razaz Waheeb Attar; Farhan Al Olaimat; Mohammed Habes

doi:10.3389/fsoc.2023.1273371

Role of public relations practices in content management: the mediating role of new media platforms

Front Sociol. 2024 Feb 2:8:1273371. doi: 10.3389/fsoc.2023.1273371. eCollection 2023.

Authors

Ali Yahya Al Hadeed¹, Ihsan Maysari², Mohammad Mahmoud Aldroubi³, Razaz Waheeb Attar⁴, Farhan Al Olaimat¹, Mohammed Habes⁵

Affiliations

¹ Public Relations and Advertising Department, Yarmouk University, Irbid, Jordan.
² Emirates News Agency, Abu Dhabi, United Arab Emirates.
³ Department of Arabic Language, Faculty of Art and Humanities, Al al-Bayt University, Mafraq, Jordan.
⁴ Department of Business Administration, College of Business and Administration, Princess Nourah Bint Abdulrahman University, Riyadh, Saudi Arabia.
⁵ Radio and TV Department, Yarmouk University, Irbid, Jordan.

Abstract

Public relations practices are widely accompanied by communication and persuasion. Especially today, when new media platforms provide direct accessibility, communication through PR has become more improved. This research focused on media organizations in the UAE, with a special consideration given to their audience content management. The researchers applied the case study method and selected a sample of n = 280 individuals from n = 12 media houses currently working in the UAE. The results obtained by structural equation modeling (SEM) revealed that media organizations in the UAE pay significant consideration to public relations practices (p > 0.000) and new media adoption (p > 0.000). Moreover, both these public relations practices (p > 0.000) and new media adoption were also found to significantly focus on two-way communication. Consequently, this two-way communication is significantly affecting content management among these organizations (p > 0.000), leading to the design, evaluation, and alteration of content that is acceptable and liked by their audiences. Thus, it has been concluded that media content and its management is not a simple task. Audience and communication are two basic factors that play an important role in this regard. Furthermore, the role of public relations practices also enhances communication and content management practices, leading to even more constructive outcomes.

Keywords: audience; content management; media organizations; new media; public relations; two-way communication.

Grants and funding

The author(s) declare financial support was received for the research, authorship, and/or publication of this article. This work was funded by Princess Nourah Bint Abdulrahman University Researchers Supporting Project number (PNURSP2024R343), Princess Nourah Bint Abdulrahman University, Riyadh, Saudi Arabia.