Continuation of the Electronic Public Relations lectures, which represent a new face of communication in the digital age.
E-Public Relations: A Modern Approach for Communication in the Digital Age
Sana’a – Faculty of Mass Communication – Public Relations Department
In a rapidly changing digital landscape, E-Public Relations (E-PR) is emerging as a cornerstone of modern institutional communication. Digital platforms, from websites to social media, have become essential arenas for managing reputation, navigating crises, and engaging with the public.
The “E-Public Relations” course, taught by Dr. Hatem Al-Salehi at the Faculty of Mass Communication, provides students with an in-depth understanding of this field. The course defines E-PR as a series of planned efforts and activities carried out through modern digital tools and systems to achieve organizational goals and strengthen a brand’s digital presence.
What sets E-PR apart from traditional public relations is its interactivity, speed, precise audience targeting, and powerful ability to measure impact and effectiveness. At its core, digital communication allows for direct, instant public engagement, enabling organizations to manage online crises and build a strong brand image with agility and intelligence.
The course curriculum covers a range of essential topics, including:
The concept of E-PR and its tools, such as email, blogs, wikis, social media, and instant messaging apps.
Artificial Intelligence (AI) applications in PR, including media monitoring, public sentiment analysis, content automation, predictive analytics, and institutional advertising. The course also addresses the risks of AI and how to mitigate them.
E-PR research and strategies.
Theories and models explaining digital interaction between organizations and their audiences.
Contemporary issues like digital reputation management, online crisis management, and the ethics of PR in a digital environment.
“Today, public relations is no longer managed solely through conferences and publications,” notes Dr. Al-Salehi. “Instead, it is shaped by a single post, a tweet, or a quick interaction that can make all the difference in an instant.”
This course reflects the Faculty of Mass’s commitment to preparing graduates who can lead institutional digital communication, tackle the challenges of the digital space with modern knowledge and technology, and enhance their opportunities in a dynamic job market.
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