Government Communication Strategies Used in Marketing National Projects on Social Media and its Relationship with Egyptian Public Knowledge & Attitude

Document Type : Original Article

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Lecturer of public relations, Faculty of Mass Communication, Cairo University.

Abstract

The study aims to find out communication strategies used by government institutions in marketing national projects on official Facebook pages and its relationship to knowledge and attitudes of Egyptian public towards them. Roller's model of situational communication strategies, and theory of media dependence were used. An analytical study of government pages and a field study on 308 of its followers were conducted. It was found that three-quarters of posts related to national projects used information strategy and were formal and long, the strategy of persuasion was used in a limited way to explain importance of projects. Use of consensus-building strategy was limited, and dialogue strategy rarely used. Most followed projects were New Administrative Capital, followed by development of road networks, while 1.5 million feddan project ended last. Public's knowledge about national projects tended to rise, with significant proportion of average knowledge. Attitudes towards national projects are positive. It was found that there is a correlation between the degree of dependance on official pages in obtaining information about national projects and the level of public knowledge and attitudes.

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