3. ESTADO DEL ARTE
2.3. Carga sociosanitaria en la EPOC
SOCIAL MEDIA USE BY PUBLIC RELATIONS DEPARTMENTS IN SAUDI ARABIA
Interview Guide
Thank you very much for accepting the call to participate in this interview. The interview is set to take between 30 and 75 minutes and will be recorded pursuant to the stipulations set forth in the participant information sheet that you signed. If there is something you would like to say prior to the starting of the interview, you are welcome to say it now.
1) Kindly share about what your role is at STC/MCI
2) If at all, please explain how your role is involved with public relations or communication with the public.
3) For how long in terms of years and/or months have you been in this position at STC/MCI?
4) In which year did you join PR practice?
5) Are you a member of any PR professional body? If yes, what’s the name of the professional body?
Facebook and Twitter Use for PR practice 6) Do you have a Facebook and/or Twitter account?
7) How would you rate your knowledge in Facebook and Twitter?
8) Do you use Facebook and/or Twitter in your work? If yes, how? If no, why not? 9) Does your organisation have a Twitter handle and/or Facebook page?
10) In what ways does your organisation use Twitter or Facebook to communicate with its publics, if at all?
11) Kindly state the types of information that are disseminated by your organisation to its publics over the Twitter and/or Facebook platforms?
12) Kindly explain whether you are/are not convinced that the public in Saudi Arabia is ready to embrace PR practice through Facebook and Twitter.
13) Please give your opinion on the potential benefits that social media and especially Twitter and Facebook can have on PR practice.
14) Kindly explain any potentially negative impacts that social media and especially Twitter and Facebook can have on PR practice.
15) Please give your opinion on how social media and especially Twitter and Facebook have both positively and negatively affected how your organisation communicates with its publics and PR practice in your organisation.
Ethics and use of Facebook and Twitter
16) As a PR practitioner, kindly explain what you understand by ethical communication. In other words, what does ethical communication entail in your opinion?
17) Are there any organisational ethical guidelines specific to how your organisation’s PR practitioners use Facebook and/or Twitter? Kindly explain your response.
18) Kindly highlight any benefits of ethical communication that you have seen apply to your organisation.
19) In your opinion, does your ethical communication practice as an individual have anything to do with the KSA culture? Explain your response.
20) In your opinion, does the KSA culture influence the manner in which your organisation’s ethical communication practices? Explain your response.
21) What more should be done to promote ethical PR communication in your organisation through Facebook and Twitter?
22) Is there anything more you would like to share in relation to this research or the interview session?
Thank you very much for your honest insights and responses during the interview. Your responses are invaluable and crucial to the findings and conclusions of this study.
Appendix 5a: Facebook Questionnaire
SOCIAL MEDIA USE BY PUBLIC RELATIONS DEPARTMENTS IN SAUDI ARABIA
Facebook Questionnaire
Thank you very much for accepting to contribute to this research. Your participation and responses to this questionnaire will only be employed in my Doctorate dissertation, which seeks to identify the use of social media by companies in the Saudi Private and Public sectors with specific attention to Saudi Telecommunications Company (STC) and The Saudi Ministry of Commerce and Industry (Saudi MCI). Moreover, your responses to the questions below will contribute significantly to the body of knowledge that this study promises to offer. Any response, suggestion, or opinion will be treated with utmost anonymity, integrity and confidentiality and only for the intended research purposes of this study. All questionnaires will be password protected before and after data analysis is completed. Completion of this questionnaire serves as your informed consent to participate voluntarily in this research. Note – “The Organisation” refers to either STC or MCI depending on where you found the link to this survey e.g. if you found the link from STC’s Twitter page, then STC is “the organisation” in that case.
Demographic Data
1. Gender: ☐Male ☐Female
2. Age (Years): ☐Below 20 ☐20-30 ☐31-40 ☐41-50 ☐Above 50
3. Are you a Saudi national? ☐Yes ☐No
Participant Facebook Use
4. Have you liked the organisation’s Facebook page? ☐Yes ☐No
5. Have you ever posted on the organisation’s page or commented on their post or liked their status/post/link at least once? ☐ Yes ☐No
Kindly indicate the extent to which you agree with the following statements:
6. The organisation engages in dialogue with the public about their activities as the main aim of their Facebook use
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 7. The organisation only uses Facebook to publicise their activities
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
8. The organisation only uses Facebook to send the public information and does not respond to the views of the public
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 9. It is likely that feedback from the public can make the organisation change a
position they have taken
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
10.The organisation uses Facebook to help the public see and support the view/position of the organisation in different matters
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 11.The information posted on Facebook by the organisation is always truthful
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
12.The organisation uses Facebook to spread government/ministerial propaganda
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 13.I trust that the information sent by the organisation on Facebook is true
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 14.The organisation shares information via Facebook in a fair manner
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
15.The organisation takes responsibility for all information sent through its Facebook page
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 16.The organisation shows respect for the public through their conversations on
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 17.The organisation shows a high level of integrity in their Facebook posts
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
18.The public gets responses from the organisation when they challenge the ministry’s position.
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
19.Saudi MCI seeks to change the opinion of the public more than they seek to have the opinion of the public
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 20.The public mainly uses the organisation’s Facebook page to criticise than to
commend it
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
21.The organisation ignores some of the posts sent to them by the public and do not respond
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 22.Facebook has made it easier and faster to contact the organisation
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
23.Facebook comments, status updates, friending, photos, and posts have made the organisation become known to more individuals in the public
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
24.I can access information sent through the organisation’s Facebook page long after it was posted
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
25.The organisation uses Facebook to regulate personal expressions, enhance quality of information and create target-oriented content
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
26.The organisation’s Facebook page has led to the development of an online social connection between the members of the public
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
27.The organisation’s Facebook page allows access to pertinent information about the ministry
28.The organisation encourages the Saudi public on Facebook to participate in conversations about the ministry
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 29.The organisation often sends informative links via its Facebook page to all its
‘likers’
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
30.The organisation’s Facebook page is also a Question and Answer (Q&A) platform for the publics
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
Thank you very much for your honest insights and responses. Your responses are invaluable and crucial to the findings and conclusions of this study.
Appendix 5b: Twitter Questionnaire
SOCIAL MEDIA USE BY PUBLIC RELATIONS DEPARTMENTS IN SAUDI ARABIA
Twitter Questionnaire
Thank you very much for accepting to contribute to this research. Your participation and responses to this questionnaire will only be employed in my Doctorate dissertation, which seeks to identify the use of social media by companies in the Saudi Private and Public sectors with specific attention to Saudi Telecommunications Company (STC) and The Saudi Ministry of Commerce and Industry (Saudi MCI). Moreover, your responses to the questions below will contribute significantly to the body of knowledge that this study promises to offer. Any response, suggestion, or opinion will be treated with utmost anonymity, integrity and confidentiality and only for the intended research purposes of this study. All questionnaires will be password protected before and after data analysis is completed. Completion of this questionnaire serves as your informed consent to participate voluntarily in this research.
Note – “The Organisation” refers to either STC or MCI depending on where you found the link to this survey e.g. if you found the link from STC’s Twitter page, then STC is “the organisation” in that case.
Demographic Data
1. Gender: ☐Male ☐Female
2. Age (Years): ☐Below 20 ☐20-30 ☐31-40 ☐41-50 ☐Above 50
3. Are you a Saudi national? ☐Yes ☐No
Participant Twitter Use 4. Do you follow the organisation on Twitter? ☐Yes ☐No
5. Have you ever tweeted to the organisation or sent the organisation direct message or commented on their tweet, retweeted or favourited their tweet at least once?
☐Yes ☐No
Kindly indicate the extent to which you agree with the following statements:
6. The organisation engages in dialogue with the public about their activities as the main aim of their Twitter handle
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 7. The organisation only uses Twitter to publicise their activities
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
8. The organisation only uses Twitter to send the public information and does not respond to the views of the public
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
9. It is likely that feedback from the public sent through the organisation’s Twitter handle can make the organisation change a position they have taken
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
10.The organisation uses Twitter to help the public see and support its view/position in different matters
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 11.The information posted on Twitter by the organisation is always truthful
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 12.The organisation uses Twitter to spread government/ministerial propaganda
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 13.I trust that the information sent by the organisation on Twitter is true
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 14.The organisation shares information via Twitter in a fair manner
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
15.The organisation takes responsibility for all information sent through its Twitter handle
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 16.The organisation shows respect for the public through their conversations on
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 17.The organisation shows a high level of integrity in their tweets
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 18.The public gets responses from the organisation when they challenge the
organisation’s position.
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
19.The organisation seeks to change the opinion of the public more than they seek to have the opinion of the public via Twitter
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 20.The public mainly uses the organisation’s Twitter handle to criticise it than to
commend it
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
21.The organisation ignores some of the tweets and direct messages sent to them by the public and do not respond
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 22.Twitter has made it easier and faster to contact the organisation
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
23.The organisation’s tweets and conversations have made it become known to more individuals in the public
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
24.I can access information sent through the organisation’s Twitter handle long after it was posted
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
25.The organisation uses Twitter to regulate personal expressions, enhance quality of information and create target-oriented content
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
26.The organisation’s Twitter handle has led to the development of an online social connection with the members of the public
27.The organisation’s Twitter handle allows access to pertinent information about the organisation
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 28.The organisation encourages the Saudi public on Twitter to participate in
conversations about the organisation
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree 29.The organisation often sends informative links via its Twitter handle to all its
followers
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
30.The organisation’s Twitter handle is also a Question and Answer (Q&A) platform for the publics
☐Strongly Agree ☐ Agree ☐ Disagree ☐ Strongly Disagree
Thank you very much for your honest insights and responses. Your responses are invaluable and crucial to the findings and conclusions of this study.