Abstract
Though government departments rely heavily on different techniques
for Public Relations (PR), the fundamental questions related to the
effectiveness of social media as a PR tool remains unanswered. The
study aims to find out how Facebook has an impact on the
effectiveness of public relations outcomes for government department's
public relations activities. From a sample of 300 respondents a survey
was conducted. It was found that there is a positive correlation
between respondents’ attitude on Facebook information seeking scale
and Facebook impact on effectiveness of public relations outcomes.
Moreover it was also found that use of Facebook is creating a favorable
attitude for target audience; knowledge levels; content of positioned
values; quality of opinion; customer satisfaction; tone of opinion and
mutual trust, satisfaction and commitment. Whereas, for ‘mutual
control’ and ‘relationship maturity’ in PR activities of the government
there is need for more research.
Fahad Mahmood, Zaeem Yasin. (2019) Using Facebook for Government Public Relations Campaigns: Relationship between Information Seeking Attitude and Effectiveness of Public Relations Outcomes for Facebook , Journal of Media Studies, Volume 34, Issue 1 .
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