This study aimed at revealing the degree of employment of public relations departments in the Palestinian Cellular Companies (Jawwal and Aredo) of Facebook in corporate image and reputation management based on Dialogic Communication Theory as a framework. To achieve this goal, the researchers deployed Inductive content analysis to obtain quantitative data to describe these companies’ dialogic communication comprehensively. The researchers relied on the dialogic communication checklist to analyze the content of the Facebook pages of the two companies.
The results of the content analysis revealed that both companies rely heavily on Facebook to manage their image and reputation. However, both companies rely heavily on automated reply system to respond to comments. Ooredoo use a special application to filter negative comments and Jawwal deletes them electronically. This, in turn, contradicts the dialogic communication theory principles.
In addition, the results showed that Ooredoo focuses its posts on services, advertisements, and offers, while Jawwal focuses on activities, events, and achievements of the company. Both companies publish religious and national events with 84% of Ooredoo’s total posts, and 71% of Jawwal’s ones. Public opinion polls publications scored 84% of Ooredoo’s posts and 66% for Jawwal. Accordingly, the researchers recommend that both companies, in particular, Jawwal, to pay more attention to responses and feedback. Both companies should develop a clear communication strategy based on dialogue communication principles and two-way symmetrical model to achieve mutual understanding with their audiences.
Koa, M., & Fakhreddin, A. (2020). Managing Effective Communication on Facebook: The Extent to which Public Relations in the Palestinian Cellular Companies Employ Dialogic Communication Theory in Managing Corporate Reputation. Journal of Mass Communication Research, 54(Summer 2020), 166-194.