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This study examines the tools and strategies of public relations (PR) in Oman with reference to the digital age. It adopts a qualitative approach, conducting in-depth interviews with eight PR practitioners from different organizations in Oman. The study explores how PR practitioners use social media, especially Instagram, to build and maintain the image of their organizations and how they perceive the challenges and opportunities of digital PR. We found that social media is the dominant tool for PR in Oman, as it allows for direct and interactive communication with the public and enhances the visibility and credibility of organizations. However, there are also some limitations and risks of social media, such as the lack of control over the content, the possibility of negative feedback, and the digital competencies of public relations practitioners. We also discuss the implications of the findings for the theory and practice of PR in the Sultanate of Oman. The study suggests providing training and arranging workshops for public relations practitioners to enhance their digital competencies, specifically artificial intelligence (AI). Keywords: Digital Media, Public Relations, Organizational Image Management, Sultanate of Oman
Saeed et al. (Mon,) studied this question.