The new roles of public relations in reducing Arab conflicts within educational institutions:

Document Type : Original Article

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Ph.D., Department of Public Relations and Advertising - Faculty of Mass Communication - Cairo University

Abstract

This study seeks to “monitor and evaluate the use of the Saudi educational institution, the Saudi Cultural Attaché in Egypt,” of the new media, whether electronic or social media sites, in the practice of public relations activities in them, and to promote the educational attaché services therein, and its role in calming conflicts within educational institutions in the Kingdom of Saudi Arabia. Saudi Arabia after the Arab Spring revolutions.
The results of the analytical and field study reveal the role of the new media in developing the performance of public relations in any institution, especially the government, and here the Saudi Cultural Attaché in Egypt, whose field of work is related to educational services, and that this keenness to develop performance and formulate a work policy, entails its ability to face any new challenges Exposed to political systems
The Attaché, especially after the Arab Spring revolutions, created accounts for it on social media sites such as Facebook, Twitter and Instagram, as well as activating the capabilities of its website, and linking it with the websites of educational institutions concerned with providing various educational and cultural services to Saudi citizens or Egyptian citizens.

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