INTERNET USES BY PUBLIC RELATIONS ADMINISTRATORS IN JORDANIAN UNIVERSITIES

This study aims to identify The Internet use as a modern means of mass media in Public Relations field in Jordanian universities through observing the effective factors of using the Internet in this field. These factors are represented in the internal factors such as demographical ones for their employees and technical factors connected with the Internet. This study also observes the characteristics and qualities of accepting the spread of the Internet and its cost and the process stages of its spread. It also identifies the internal regulatory factors of the regulating work of universities, besides that other external factors such as the economic and the political factors under which public relations administrators work. It also clarifies effects associated with using the Internet in public relations field and clarifies the prospects of these administrators towards using the Internet as a modern communicative means in their work. The researcher depends as a method on a comprehensive prospect clarifying the real use of the Internet in the field of Public Relations and the effective factors in many public and private universities in Jordan.
The researcher has checked a good number of Arabic and foreign previous studies which deal with The Internet use in Public Relations with their effective factors and the relationship between them. There are also studies that deal with the prospects of Public Relations practitioners towards using the Internet as a mass media means and other studies which deal with the content analysis of the organizations that practice Public Relations.
The study revealed many results and here are the most important ones:
1: Most of Public Relations administrators who use the Internet in the field of Public Relations hold university degrees.
2: The most important aim in using the Internet as a modern way in the field of Public Relations is improving communicative methods in this field.
3: There are strategic plans designed by the supreme administrators in Jordanian universities to keep up with the technological development in using the Internet and its different applications in Public Relations field.
4: The economic situation of the Jordanian universities has been as obstacle in keeping up with the latest in The Internet use and its different applications in communicative activities in Public Relations.
5: There are future effects in using the Internet by the administrators of Jordanian universities, and this leads to the effectiveness of Public Relations performance.
6: There are positive prospects towards using the Internet as a communicative means in Public Relations field in Jordanian universities.