The Functional Role of Digital Public Relations in Addressing the Corona Crisis in Government Institutions (Dhi Qar Oil Company as a Model)

Today, the world is witnessing a great technological and digital revolution in the world of communication, given that public relations (communication) is an important part of organizational life in the workspace, Therefore, it is more important in the face of crises, and in an environment characterized by movement and change. Certainly institutions (media, public opinion and people affiliated with the institution or government institutions) use public relations and consider it a better way to maintain the credibility and prestige of the institution in times of crisis.

This study aims to identify the functional role of digital public relations in dealing with emerging crises, especially the Corona epidemic crisis, which is a major threat to all institutions, which was the task of all institutions to deal with. The main topic of this dissertation is the study of the use of public relations staff in the environment and space of digital media or the use of its applications, as well as understanding the performance of digital public relations in the face of the corona epidemic. This research is based on qualitative research, in which the author has tried to provide a deep understanding and comprehensive explanation of the field of objective research, which aims to achieve knowledge. The researcher has also used a qualitative approach that depends on deep understanding and comprehensive explanation, which uses language, natural style, narrative style and explanatory sentences to achieve the desired result.

The most important findings of this research are the following: 1) Different levels of use of digital media in public relations of Dhi Qar Oil Company according to their age and that some age groups, especially young people, are more flexible and responsive to developments. 2) Using electronic tools and software to communicate, even on a personal level. 3) Lack of a suitable background in some public relations within the framework of the institute’s programs due to the development of communication capabilities and shaping the mental image of the company and as a result insufficient investment in digital media in line with the communication revolution and the real need. .