The Role of Modern Communication Technology in Activating the Performance of Public Relations

Media Corporations in the Kurdistan Region as a Model

Abstract

Abstract:

This research, entitled (The Role of Modern Communication Technology in Activating the Performance of Public Relations - Media Corporations in the Kurdistan Region as a Model), is addressing the role of modern communication technology in advancing public relations. The primary focus of this research is identifying the positive aspects of modern communication technology, its advantages to the media corporations and their public relations departments. The importance of public relations within the media organizations and communicating with corporations’ audience as well as other corporations using modern communication technology.

The research employs descriptive method, using a (survey) approach, while the research is represented by the media corporations in the Kurdistan Region (satellite and local channels), and the staff in the public relations departments in such corporations were identified as a sample for the research, besides that a questionnaire was used as a main tool for the research, designed through the application (google forms), and the statistical program (SPSS) was applied to analyze the data and to extract the required results, while the main goal was to show the role played by modern communication technology in activating the performance of public relations in the media corporations in the Kurdistan Region.

The most important conclusions of the research were:

1. The field results showed that the public relations departments in the media corporations lack the existence of a department specialized in them regarding modern communication technology.
2. Public relations have managed, by using modern communication technology, to strengthen its financial ties with its surroundings, in addition to strengthening its relations with the rest of the means of communication.
3. The field results showed that public relations in the media corporations in the Kurdistan Region lack the existence of specialists in the field of modern communication technology.