The Effectiveness of Digital Storytelling as one of Public Relations Tools in Palestinian Non-profit Organizations: A Pilot Study on the Palestinian Organization "Taghyeer"
Loading...
Date
2021-12-31
Authors
Mabrouk, Anwar
Journal Title
Journal ISSN
Volume Title
Publisher
An-Najah National University
Abstract
This study aims to identify the effectiveness of the digital storytelling tool as one of the Contemporary Public Relations tools in Non-Profit Palestinian organizations. It also aims to figure out the usage of this tool in Taghyeer and Palestinian organization. For achieving the goals of the study, the researcher used the Descriptive Qualitative Approach. She used the focus groups and In-depth interviews tools. The focus groups included both control group and experimental groups to figure out the effectiveness of the digital storytelling tool as one of the Contemporary Public Relations tools. The study was also based on the theory of uses and gratifications and two way communication model to answer the questions of the study and reach the results to answer the main research question.
The study concluded that the Palestinian non-profit organization, Taghyeer, adopts a clear approach in using the digital storytelling tool, as it studies the needs of the audience and uses the appropriate tool, in addition to carrying out the evaluation process.. It was also found that the employees in Tagyeer have a good knowledge about the use of digital storytelling tool. The study also found that there are some challenges facing the organization. One of the challenges is finding skillful employees who have knowledge in the digital storytelling tool as it is a new tool, in addition to the community's lack of acceptance for some stories that are published or not accepting their stories to be shared and, the high costs of using this tool is considered as a challenge.
Regarding the audience and the effectiveness of the digital storytelling tool during the study, it was found that the digital storytelling tool contributed in convincing the audience in the organization’s work, and it formed a clear and positive image about the organization in the respondents’ minds, in addition to the respondents’ interaction with the videos of the stories and sharing them.
Depending on the theory used in the study, which is the theory of uses and gratifications, which is based on the fact that the audience is an active recipient and s/he is the one who controls the media content, institutions should pay attention to what satisfies the needs of the audience and fulfills their desires. Hence, it was shown that the digital storytelling tool achieves the desires and satisfies the cognitive and social needs of the audience in a funny and entertaining way and that affects their minds and behaviors towards the institution.
The study comes out to some recommendations, the most important are:
• To work on training a larger number of employees on the skill of using the digital storytelling tool according to systematic plans
• To diversify the persuasion techniques used by the institutions.
• To transform the skill of using the digital storytelling tool in other institutions due to its importance and necessity.
• To pay attention to the quality and duration of videos.
• To conduct specialized research and studies on the digital storytelling tool and its role in the institutions.
Description
This study aims to identify the effectiveness of the digital storytelling tool as one of the Contemporary Public Relations tools in Non-Profit Palestinian organizations. It also aims to figure out the usage of this tool in Taghyeer and Palestinian organization. For achieving the goals of the study, the researcher used the Descriptive Qualitative Approach. She used the focus groups and In-depth interviews tools. The focus groups included both control group and experimental groups to figure out the effectiveness of the digital storytelling tool as one of the Contemporary Public Relations tools. The study was also based on the theory of uses and gratifications and two way communication model to answer the questions of the study and reach the results to answer the main research question.
The study concluded that the Palestinian non-profit organization, Taghyeer, adopts a clear approach in using the digital storytelling tool, as it studies the needs of the audience and uses the appropriate tool, in addition to carrying out the evaluation process.. It was also found that the employees in Tagyeer have a good knowledge about the use of digital storytelling tool. The study also found that there are some challenges facing the organization. One of the challenges is finding skillful employees who have knowledge in the digital storytelling tool as it is a new tool, in addition to the community's lack of acceptance for some stories that are published or not accepting their stories to be shared and, the high costs of using this tool is considered as a challenge.
Regarding the audience and the effectiveness of the digital storytelling tool during the study, it was found that the digital storytelling tool contributed in convincing the audience in the organization’s work, and it formed a clear and positive image about the organization in the respondents’ minds, in addition to the respondents’ interaction with the videos of the stories and sharing them.
Depending on the theory used in the study, which is the theory of uses and gratifications, which is based on the fact that the audience is an active recipient and s/he is the one who controls the media content, institutions should pay attention to what satisfies the needs of the audience and fulfills their desires. Hence, it was shown that the digital storytelling tool achieves the desires and satisfies the cognitive and social needs of the audience in a funny and entertaining way and that affects their minds and behaviors towards the institution.
The study comes out to some recommendations, the most important are:
• To work on training a larger number of employees on the skill of using the digital storytelling tool according to systematic plans
• To diversify the persuasion techniques used by the institutions.
• To transform the skill of using the digital storytelling tool in other institutions due to its importance and necessity.
• To pay attention to the quality and duration of videos.
• To conduct specialized research and studies on the digital storytelling tool and its role in the institutions.