The study aimed to identify the extent and method of employing public relations for the social networking site Facebook in improving the mental image of service institutions, using "Nablus municipality" as a model. The study population consisted of municipality employees concerned with the public relations department and social media. We used the descriptive approach, and used the questionnaire, interview and the content analysis tools, by analyzing the content of all posts on the Nablus municipality Facebook page.

Results: The role of public relations in the municipality of Nablus in improving its mental image among the public is average, and it is evident that the effect of using Facebook on the mental image of the municipality of Nablus is moderate, and the most prominent strategy used to improve the municipality's image on Facebook is direct contact with the public through the page and regular meetings with media organizations and journalists.

We recommended building a long-term strategy for the nature of the work of the Public Relations Department through social media.

Title

المجلة العربية للعلوم الانسانية والاجتماعية

Publisher

المجلة العربية للعلوم الانسانية والاجتماعية

Publisher Country

Jordan

Publication Type

Both (Printed and Online)

Volume

8

Year

2021

Pages

260-308