The Research Problem and Its Questions: Public relations departments at public universities play a fundamental role in building and enhancing institutional reputations, especially in light of rapid digital developments. Employing social media is one of the modern strategies adopted by universities to enhance their image and engage with their target audiences. Despite the growing importance of these tools, there is disparity in their effective use at Iraqi universities. This raises questions about the extent to which public relations departments at public universities, particularly at the College of Administration and Economics at Al-Mustansiriya University, have succeeded in employing social media to achieve effective reputation management.

Research Questions

• How aware are public relations departments at Iraqi public universities of the importance of reputation management on social media

• What strategies does the College of Administration and Economics at Al-Mustansiriya University adopt to employ social media to enhance its reputation

• What are the most prominent challenges facing public relations departments in using social media to manage reputation in public universities

• How does a university's social media content impact its target audience's perceptions of its reputation

• How can the role of public relations departments in Iraqi public universities be improved in utilizing social media more effectively for reputation management                

The Importance of Research

The importance of this research stems from the increasing role social media plays in shaping the image and management of academic institutions. In light of the accelerating digital transformations, public relations departments at public universities are required to effectively employ these platforms to enhance institutional reputation, engage with the public, and build trust with various target groups. Therefore, this research aims to shed light on how public relations departments at universities, particularly at the College of Administration and Economics at Al-Mustansiriya University, use social media as a tool for reputation management and achieving their communication goals.

Theoretically, this research contributes to studies related to corporate reputation management and digital public relations, providing a cognitive framework on universities' strategies for using social media platforms. It also helps understand the nature of the relationship between digital content and the image of academic institutions, paving the way for further studies in this vital field.

From a practical perspective, this research offers practical solutions and recommendations that can help public relations departments at Iraqi universities improve their methods of dealing with social media. By analyzing the experience of the College of Administration and Economics at Al-Mustansiriya University, lessons can be learned that will benefit other universities in developing their communication strategies. The research can also help develop policies and guidelines for the effective use of social media, contributing to enhancing the public image of public universities and increasing public engagement with them.

Research Objectives

This research aims to study the role of public relations departments in public universities in employing social media for reputation management, through a case study of the College of Administration and Economics at Al-Mustansiriya University.

Research Hypotheses

This research is based on a set of hypotheses that aim to test the relationship between public relations departments' use of social media and corporate reputation management in public universities, through a case study of the College of Administration and Economics at Al-Mustansiriya University. The hypotheses are as follows:

• There is a statistically significant relationship between the use of social media by public relations departments and improving the reputation of public universities.

• Effective use of social media by public relations departments contributes to enhancing positive interaction with the target audience.

• The effectiveness of reputation management in public universities via social media depends on the communication strategies used by public relations departments.

Research Methodology and Tools

This research relies on a descriptive-analytical approach to study the role of public relations departments at public universities in employing social media for reputation management. This approach analyzes the reality of the use of these media at the College of Administration and Economics at Al-Mustansiriya University. This approach helps provide an accurate picture of the phenomenon under study by collecting and analyzing data in a scientific, systematic manner.

As for the search tools, the following tools will be relied upon:

• Survey: A questionnaire will be designed for public relations staff, faculty members, and students at the College of Business and Economics to measure the effectiveness of using social media in managing corporate reputation.

• Field observation: Field observations will be conducted to monitor how the public relations departments manage the college's social media accounts and document mechanisms for interacting with the public.

Through these tools, the research seeks to reach accurate results about the extent of success of public relations departments in employing social media in managing corporate reputation.

Research Limits

This research defines its scope through a set of boundaries that help focus the study and achieve its objectives in a systematic and organized manner. These boundaries include the following:

• Objective boundaries: The research focuses on studying the role of public relations departments in public universities in employing social media for reputation management, with an emphasis on the strategies used, the challenges they face, and the impact of digital content on the university's mental image.

• spatial boundaries: Al-Mustansiriya University-Faculty of Management and Economics

• Human Limits: The study targets employees in public relations departments within the college, in addition to faculty members and students, as they are the most affected and influential groups in reputation management through social media.

Theoretical AndResearch-oriented

This research is based on reputation management theory. (Reputation Management Theory)As a theoretical framework for analyzing the role of public relations departments in public universities in employing social media for reputation management [1].

Reputation management theory is based on the idea that corporate reputation is shaped through the interaction between an organization and its audiences and is influenced by the information disseminated about it through various media channels, including social media. The theory emphasizes that reputation is not merely a static mental image, but rather a dynamic process influenced by the organization's communication practices [2].

According to this theory, public relations departments play a vital role in shaping the university’s reputation through:

• Digital Content ManagementTo ensure a positive image of the institution

• audience interactionTo enhance trust and credibility

• Monitoring reactions and responding to crisesTo ensure a positive reputation is maintained

Symbolic interaction theory can also be combined.(Symbolic Interactionism Theory), which focuses on how meanings and mental images are constructed through social interaction. This theory helps explain how audiences are influenced by the content provided by public relations departments via social media, and how impressions about the university are formed based on that.

Using these two theories, the research seeks to analyze the extent to which public relations departments succeed in employing social media to enhance the reputation of public universities, with a focus on the College of Administration and Economics at Al-Mustansiriya University [3].

EighthPrevious studies

Abdul Rahman bin Nami Al-Mutairi and Yazid bin Abdullah Al-Muhraj, 2023,Employing Social Media for Public Relations Practitioners in Saudi Universities: An Empirical Study on a Sample of Public Relations Practitioners in Saudi Public and Private Universities"

This study aimed to explore the extent to which public relations practitioners at Saudi universities have adopted social media in their professional practices, and the factors influencing their use of these platforms from the perspective of the unified theory of technology acceptance and use. The study adopted a descriptive-quantitative approach and was applied to a sample of 77 public relations practitioners at Saudi public and private universities. The results indicated that Twitter is the most widely used platform, and that both effort expectancy and performance expectancy contribute to enhancing behavioral intention to use social media at work.

Ahmed Khaled Ahmed Al-Sharbiny, 2023,The Role of Digital Public Relations in Managing the Reputation of Egyptian Private Universities: A Field Study

This study aimed to identify the role of digital public relations in managing the reputation of Egyptian private universities. The study relied on a survey approach using a questionnaire distributed to a random sample of 450 students from private universities. The results demonstrated the importance of activating electronic public relations in private universities and its role in managing relationships with the public and improving institutional reputation. The study also demonstrated that university websites and social media pages play a significant role in enhancing reputation by providing up-to-date and reliable information.

Rawan Abdel Salam Ahmed Hawsawi, 2023,Administrative leaders' attitudes towards the role of public relations in managing the reputation of educational institutions: Umm Al-Qura University as a model"

This study aimed to identify administrative leaders' attitudes toward the role of public relations in managing the reputation of educational institutions, with a focus on Umm Al-Qura University. The study used a descriptive approach and relied on a questionnaire distributed to a sample of administrative leaders at the university. The results showed a growing awareness of the importance of public relations in improving institutional reputation, and that public relations is a fundamental pillar in achieving a competitive advantage. The study also recommended the need to develop public relations work and focus attention on all departments within the institution to achieve job satisfaction and a positive public image.

Theoretical Framework

Definition of Public Relations: Public relations is known as an art, and what is meant by it is the skill of art, not the aesthetic meaning, meaning it is the ability to deal with people, keep up with them and keep up with them, meaning it requires skill, tact, good behavior, and continuous renewal and innovation according to the requirements of circumstances and situations. It is an art of how to deal with the public and obtain their satisfaction and love and gain their trust and support, and this is achieved by communicating with the masses to convey the facts to them and interpreting these facts so that these organizations receive the support of the public [4].

Some researchers have proposed a definition of public relations as a social philosophy of management expressed through the organization's policies, practices, and achievements, and through the organization's mutual communication with its public, and through its efforts and struggle to create mutual understanding and goodwill [5].

The role of public relations is not limited to defining it as an administrative philosophy and highlighting its activities only, but it has extended to reach the public, so that it stands at meeting its desires and achieving a positive image of the organization, so that it highlights all the information surrounding it. Public relations is an activity whose mission is to consolidate trust and understanding between two parties or parties: the leader and the people, the ruler and the ruled, the government and the public, the organization and its public, between any governmental, political, religious, commercial or sports organization or institution and the groups of the public associated with this organization, whether workers, shareholders, consumers or members of society surrounding the organization in general. Public relations cannot achieve its successes except through the positivity of the prevailing social relations in society, and the growth and prosperity of relations between the public, and opening the channel of communication with people in various fields [6].

The researcher seesFrom this definition, public relations is one of the administrative functions through which an organization seeks to gain the trust and affection of the public. It also indicates the role of the public relations expert in assessing the opinions and positions of internal and external audiences regarding the organization and communicating them to management, so that it can modify its policies and behavior to suit the public's requirements [7].

One researcher points out that public relations is a continuous, planned administrative function and a philosophy specific to the organization based on ethics and honesty, and is concerned with studying the current conditions of the organization, solving problems, informing the public about its activities and programs, and providing advice and guidance to the organization’s senior management, with the necessity of gaining the support and understanding of the organization’s publics, through evaluating public opinion and trying to adapt to the trends and opinions of public opinion, or by influencing the organization’s publics and changing their attitudes in accordance with the organization’s policy, and carrying out work that receives their acceptance and satisfaction [8].

Christian Definitionb Christan

It is "the efforts made to influence the public through various media so that they have a correct idea about the organization, so that they support it in its crisis, reinforce its goals, and encourage it in its activities. This definition emphasizes that the goal of public relations is to support and endorse the public and strengthen the organization, its requirements, and its goals, by utilizing the media to achieve those goals and requirements and determining the public's support for the organization based on the information and data it receives about it, and the extent to which the organization responds to its needs and requirements and responds to its ideas and opinions [9].

Despite the many definitions of public relations and their differences in style and details, they share common features as a continuous and long-term process. Among these features is its goal of persuading the public to modify its behavior towards a certain issue, striving to adapt between a certain institution and the opinions of its public to which its public interests are linked, so that the basic goal of that organization remains the establishment of good and kind relations with those publics [10].

Evolution of Public Relations

Public relations has witnessed remarkable development over the past decades, transitioning from a traditional means of conveying information to an integrated strategic field that contributes to achieving organizational goals. With the development of communication methods, public relations has become heavily reliant on digital technology, particularly social media, to implement its communication strategies [11].

Public Relations Jobs in Public Universities

Public relations departments in public universities play a pivotal role in building institutional reputation. Their most important functions include the following [12]:

• Corporate Communication:Strengthening communication channels between the university, its students, faculty members, and the outside community.

• Crisis management:Dealing with crises that may affect the university's reputation, and developing effective response plans.

• Promote academic programs and research activities:By highlighting the university's achievements and various programs.

• Media interaction:To ensure positive media coverage of the university's activities [13].

Social Media Sites

Definition of Social Networking Sites: Social media refers to new forms of communication in the digital environment that allow smaller groups of people to meet, gather, and share interests and information online, an environment that allows individuals and groups to share their voices and the voices of their communities around the world. 

A social networking site can be defined as an electronic communication system that allows subscribers to create their own sites and then connect them with other members who have similar interests and hobbies.itselfFrom the electronic social networking system [14]

Defines(Preece and Maloney define a social networking site as a place where people meet for a specific purpose, guided by policies that include many rules and standards set by the site,And you knowAs a site where users can easily participate and contribute or add to its page.And you knowIt is a service created and programmed by large companies to bring together the largest number of users and friends, share activities and interests, find friendships, and search for the interests and activities of others who share their interests and activities, etc. These services offer features such as instant chat and public messaging, as well as private and multimedia sharing of audio, photos, video, and files. These services attract millions of users from all over the world. 

It is also known as They are social gatherings that appear on the Internet when enough people discuss them.For a period ofLong enough and united by enough human touch to form a place for personal relationships through cyberspace [15].

The main idea of a social network is to collect data from members who share a site and publish this data publicly. Members with common interests are looking for files, photos, etc. In other words, it's an effective network of sites that can facilitate social life among a group of acquaintances and friends. Furthermore, old friends can connect with each other, and even communicate visually years later.And audibly, exchanging photos and other capabilities that enhance the social relationship between them [16].

In simple terms, social networking is the process of helping an individual communicate with a large number of people (relatives, colleagues, friends..)forWebsites and electronic services that provide a rapid exchange of information, exchange of opinions, dissemination of ideas, comments, and exchange of congratulations, both public and private, because they are sites that not only inform you, but also keep you updated and interact.inWhile providing you with information at the web level, it is a means of communication over the Internet, an instant way of exchanging information.

Custom It is a website where Internet applications provide their users with services that allow them to create personal pages. Shown to the public Within a specific site or system, and provides a means of identifying the creator of the page or with people Others. Other users of the system and provide services for the exchange of information between users of the site or the system via the Internet [17].

Some define it as an interactive social network that allows its users to communicate anytime, anywhere in the world. It appeared online a few years ago and has transformed the way people communicate and reconcile.yourA means of expression and protest [18].

The Role of Social Media in Public Relations

Social media has revolutionized the field of public relations, allowing universities to reach a wider audience in a more interactive and rapid manner. The role of social media in public relations can be summarized in the following points [19]:

• Providing direct communication channels with the public:Which contributes to improving the relationship between the university, students and the community

• Audience trend analysis:These platforms provide accurate data on audience opinions and interests

• Rapid response to developments:Which helps the university enhance its digital presence

The Most Popular Social Media Sites Used in Universities

• Facebook: Used to post university news, announcements, and events.

• Twitter: Used to post quick updates and interact with students and alumni.

• Instagram: Used to share visual content, such as photos and videos.

• LinkedIn: It is used to enhance communication between the university, graduates and employers [20].

Reputation Management

Definition of Reputation Management: Reputation management is a set of strategies aimed at building a positive image of an institution and ensuring its preservation in various circles. Institutional reputation is a vital element in the sustainability of universities, as it directly impacts student recruitment, financial resources, and academic partnerships [21].

The Importance of Reputation Management in Universities

Reputation management plays a fundamental role in enhancing a university's academic standing and increasing

community confidence. The importance of reputation management in universities is as follows [22]:

• Improving the overall impression of the university: Which has a positive impact on the level of acceptance and registration

• Boosting student and parent confidence: Which contributes to attracting more students

• Reducing the impact of potential crises: Through effective crisis management strategies

Social Media Reputation Management Strategies

• Publish content that reflects the organization's positive values

• Interact with the public effectively and respond quickly to their inquiries

• Monitoring and analyzing data related to the university's reputation and working to continuously improve it [23]

Research Methodology and Procedures

Research Methodology: To achieve the research objectives, it is necessary to use a specific scientific methodology. The researcher used the descriptive method because it is not limited to collecting data only, but rather works to interpret it. It is considered of high importance and value and more appropriate and used with the current research variable in describing the problem, which helps him in taking the right measures, processing the data, and reaching the results.

Research community

The current research community consisted of:Staff, students and faculty membersAnd both sexes are present inCollege of Administration and Economics, Al-Mustansiriya UniversityFor the academic year 2024-2025 Thus, their number reaches 216 Distributors by gender 109Males107femalesTable 1 It explains that.

Research Sample

The research sample refers to a part of the research community and must be representative of this community so that these results can be generalized to the community to which the test was applied. The researcher chose a random sample of 100 Males and females They were randomly selected, amounting to 50 Males and number females 50 Table No. 2 It explains that.

The research sample used in this study consisted of 100 participants, divided equally between the sexes, with 50 females and 50 males. This distribution ensures balanced representation of both genders in the sample.

Table 1: Shows the Distribution of The Research Community

Table 2: Shows the Research Sample

Table 3: Sequence of Questionnaire Paragraphs (the Role of Public Relations Departments in Public Universities in Employing Social Media Sites for Reputation Management, A Case Study of the College of Administration And Economics At Al-Mustansiriya University) according to The Weighted Mean and Percentage Weight

Considering the research population, it comprises 218 individuals, indicating that the research sample represents approximately 45.87% of the total population. Using this balanced sample enhances the validity of the expected results, as it effectively reflects the diversity present in the research population.

Search Tool

To achieve the objectives of the current research, the researcherI adoptScale after consulting a group of arbitrators in the departmentMediaThe scale is made up of 18 A paragraph where the paragraphs included the role of public relations departments in public universities in employing social networking sites to manage reputation. A case study of the College of Administration and Economics at Al-Mustansiriya University.

In order to achieve the research objectives, the researcher prepared the questionnaire as a research tool. It was prepared according to the following steps:

• Survey Questionnaire: The researcher didThBy preparing an open questionnaire consisting of a question and then directing it to a sampleFrom collegeChosenMrandomlyTheir number reached(20)Males and females, (10) males and (10) femalesOutside the main research sample.

• Preparing the questionnaire in its initial form: Consider Survey One of the scientific methods Most used in Obtaining information and data related to conditions Sample. After obtaining the initial data from the survey study, the researcher transcribed the data, in addition to the sources and similar studies. A set of paragraphs was formulated and He reached Number 18 paragraph, After presenting the paragraphs to the experts, they remained as they were, without any deletions, with minor modifications to the wording.

• Honesty: The degree to which the scale is designed to measure, i.e. its ability to measure what it was designed for. Measure it, Or the characteristic to be measured. In order to Verify the validity of the tool The researcher relied on Apparent validity is achieved by presenting the questionnaire items to a group of people. Arbitrators And specialists in the field Media To express their opinions on the validity of the tool, and after collecting. The arbitrators' opinion And analysis Paragraphs All paragraphs have been validated according to Opinions of the Arbitrators and their comments

• Correcting the questionnaire: It means the sample’s response to each paragraph and extracting the total score by adding the response scores to the scale. To achieve this, the researcher specifiedCorrection keyfiveGradual preparation of the scale paragraphs, as it was placedfiveAlternative answers for each paragraph are the difficulties to a degree.(I completely agree, I strongly agree, I moderately agree, I slightly agree, I do not agree at all) and the weights of the alternatives were (1, 2, 3, 4, 5).

Stability

The researcher used the retest method, where the test was applied to a random sample from the university, the number of which reached (30) males and females. After a period of two weeks, the researcher reapplied the same test to the same sample, where the reliability coefficient reached 0.86, which is considered a good coefficient.

Application of the Tool

After verifying the validity and reliability of the tool, the tool was applied to the final basic research sample consisting of 100 Males and females

Statistical Methods

Pearson's correlation coefficient was used, and The weighted mean equation for arranging the axes and paragraphs according to the research sample’s answers, the percentage weight, the arithmetic mean, the variance, and the Pearson’s correlation coefficient to extract the questionnaire analysis, and the t-test for two independent samples.

The results reached by the researcher during the current research will be presented according to the objective, its interpretation, and the results will be discussed.

Research Objective

To identifyThe role of public relations departments in public universities in employing social media for reputation management: A case study of the College of Administration and Economics at Al-Mustansiriya University

To identify the role of public relations departments in public universities in employing social media for reputation management, a case study of the College of Administration and Economics at Al-Mustansiriya University.By extracting the weighted mean and percentage weight for each paragraph according to the paragraph sequence in the questionnaire, as shown in Table 3.

Top Rated Paragraphs

The paragraph related to allocating specialized teams to the Public Relations Department to manage the university’s accounts on social media sites received a percentage weight of 68.8% and a weighted average of 3.44, which indicates moderate interest in allocating specialized human resources to this field.

The paragraph that emphasizes the role of social media in disseminating university news and events came in high rank with a percentage weight 79.2% and a weighted average 3.96, which reflects the importance of these platforms in conveying information to the public.

The role of public relations in improving the university’s image on social media was also among the highly rated items with a percentage weight of 77.6% and a weighted average of 3.88, which indicates the effectiveness of these tools in enhancing the university’s reputation.

This is followed by a paragraph on improving the university’s ranking locally and internationally through social media sites, with a percentage weight 76.8% and a weighted average 3.84, which indicates the role of these platforms in raising the university’s level globally.

Paragraphs with Average Rating

The use of social media as a primary means of communication between the university and the public received a percentage weight of 76.6% and a weighted average of 3.83, which reflects its effective use for this purpose.

Promoting transparency and disclosure of information within the university via social media sites received a percentage weight of 76.2% and a weighted average of 3.81, which confirms the role of these platforms in achieving clear communication with the public.

Attracting new students through social media and enhancing their confidence in the institution received a percentage weight 76.2% and a weighted mean 3.81, highlighting the importance of these platforms in marketing the university.

Leveraging data analytics to monitor and improve the university’s digital image received a percentage weight of 76% and a weighted mean of 3.80, indicating the importance of digital analysis in guiding public relations strategies.

Lowest Rated paragraphs

Building sustainable relationships between the university and its graduates via social media received a percentage weight 76% and a weighted mean 3.52, reflecting moderate interest in this relationship.

Illustrative of the university’s academic and research achievements via social media received a percentage weight of 61.6% and a weighted mean of 3.08, indicating the need to develop more effective strategies.

Building a strong digital identity for the university through social media received a percentage weight of 59.64% and a weighted average of 2.98, which reflects the importance of increasing efforts in this area.

Media crisis management via social media received a percentage weight 58.6% and a weighted average 2.93, indicating the need to strengthen this role.

Strengthening relations with the external community through social media sites received a percentage weight 57.8% and a weighted mean 2.89, indicating the need to develop more effective strategies.

Enhancing the university’s reputation through the use of social media received a percentage weight 56.6% and a weighted mean 2.83, reflecting the need for sustainable strategies.

Providing effective communication channels between students and faculty members via social media received a percentage weight 53.8% and a weighted average 2.69, indicating the possibility of developing these channels.

Responding to public inquiries quickly and efficiently via social media received a percentage weight 55% and a weighted mean 2.75, indicating a need for further improvement.

Measuring the impact of digital public relations strategies on the university’s reputation received a percentage weight 54.6% and a weighted mean 2.73, indicating a lack of interest in measuring performance.

The use of visual content as a primary tool for communication via social media received the lowest rating with a percentage weight 52% and a weighted mean 2.60, indicating the need to enhance the use of visual media.

Based on data analysis, social media appears to be used effectively to disseminate news and enhance the university's image. However, there is a need to enhance strategies for building a digital identity, managing media crises, and analyzing data. Increased investment in developing engaging visual content and enhancing audience engagement is recommended.

Conclusions

• The results showed that social media sites are used effectively to disseminate university news and events, which contributes to improving the university's image and increasing awareness of its activities

• Despite the importance of social media in dealing with media crises, the results showed a weakness in the reliance of public relations management on it for this purpose, indicating the need to strengthen crisis response strategies

• The university was found to be underutilizing data analytics to monitor and improve its digital image, limiting its ability to measure the impact of its strategies on institutional reputation

• The results showed that there is a deficiency in the speed and efficiency of interaction with public inquiries via social media sites, which may negatively impact the relationship between the university and the community

• The use of visual content (such as images and videos) ranked lowest, indicating the weak use of multimedia in communicating with the public and enhancing the university’s digital identity

Recommendations

• Clear policies for using social media in the face of media crises must be developed, with public relations teams trained on how to deal with crises effectively

• It is recommended to take advantage of the data analysis tools available on social media platforms to monitor and analyze the university’s reputation, which helps improve the media strategies followed

• The speed and efficiency of responding to public inquiries via social media should be enhanced by allocating specialized teams working around the clock to interact with students and members of the academic community

• Strategies should be developed to employ images, videos, and graphics in published content, which contributes to attracting attention and increasing interaction with digital publications

• It is recommended to intensify efforts to use social media as a means of strengthening ties with graduates, employers, and external partners, thus supporting the university’s position in the community

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