STRATEGIC MANAGEMENT OF PUBLIC RELATIONS THROUGH SOCIAL MEDIA CHANNELS: A CASE STUDY OF THE OFFICE OF GENERAL EDUCATION AND E-LEARNING INNOVATIONS

Abstract

This research aims to achieve the following objectives. To strategically manage social media public relations channels for maximum public exposure and awareness of the organization. To cultivate a positive organizational image by consistently promoting positive aspects and contributions, fostering a favorable perception among the public. To address and rectify any negative perceptions through effective public relations strategies, emphasizing active participation and contributions to societal well-being. The study involves a target population of 500 employees and 500 students, utilizing surveys and statistical analysis, including percentages, averages, and standard deviations, to gather and interpret data. Results indicate high satisfaction levels among respondents regarding the Facebook fan page of the Faculty of General Education and E-Learning Innovations. The content is perceived as easily understandable, with the presentation format receiving the highest overall rating. Admin skills in responding were also highly appreciated. The news content was recognized for its informative and beneficial nature, stimulating creative thinking and providing overall significant benefits to users.