Author
Listed:
- Wafaa Abdel Khalek Tharwat
- Sameh Abdelhay
- Ahed Maher Abu Draz
- Omnia Mohamed Ahmed Salem
Abstract
The study aims to measure the impact of implementing creative strategies in government institutions’ media messages on the public’s perception of the content. It is a descriptive study. It relied on survey methodology, using two sides, descriptive and analytical ones, and within its framework, a field survey was used on a sample of the public to verify the study’s hypotheses, answer its questions, and draw significant results. The results show that public relations departments in government institutions employ a high level of creative strategies in their media messages. Institutions are usually keen to attract the public's attention, influence it, achieve the highest comprehension rates of their message content, and convince them through several methods, including employing creativity strategies. The results also reflect the diversity of strategies used in media messages of the Emirati government institutions, topped by the strategy of stimulating public interaction with digital content, then the strategy of providing information, creative solutions, and evidence, and the strategy of organizing virtual initiatives, competitions, and events, and the results showed a significant positive relationship between the use of creative strategies and the public’s understanding of the content. Creativity in the media message is the institution's basic foundation. Creativity’s role lies in its ability to present new ideas in integrated contexts, thus achieving the government institutions' performance goals by meeting the customers’ needs. Creative media creates a link between the institution and the target public.
Suggested Citation
Wafaa Abdel Khalek Tharwat & Sameh Abdelhay & Ahed Maher Abu Draz & Omnia Mohamed Ahmed Salem, 2025.
"The impact of using creative strategies in media messages on public relations departments performance in government institutions,"
International Journal of Innovative Research and Scientific Studies, Innovative Research Publishing, vol. 8(1), pages 272-281.
Handle:
RePEc:aac:ijirss:v:8:y:2025:i:1:p:272-281:id:3803
Download full text from publisher
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aac:ijirss:v:8:y:2025:i:1:p:272-281:id:3803. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
We have no bibliographic references for this item. You can help adding them by using this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Natalie Jean (email available below). General contact details of provider: https://ijirss.com/index.php/ijirss/ .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.