The Conceptualisation of Online PR Activities by PR Practitioners in Jordanian Universities

The growing significance of public relations (PR) within higher education institutions can be attributed to the utilization of new digital media technology, which facilitates engagement and provides timely accessibility to content. The purpose of this study was to investigate how public relations practitioners in Jordanian universities conceived of online PR. To do so, twenty-two PR managers were interviewed in-depth and face-to-face using a purposive sample technique. The data were analyzed using NVivo 12 software for content analysis via a thematic analysis technique. Thus, public relations professionals classified online public relations into two categories. The first group encompassed a modern technology revolution that reached. The second group comprised effective, interactive, fast, easy, and sustainable tools. One primary finding was that decision-makers should provide educational courses about social media to PR practitioners on an ongoing basis to deepen their understanding of the social media concept and the importance of its role in PR work.