THE IMPACT OF THE USE OF PUBLIC RELATIONS PLATFORMS ON THE MANAGEMENT OF CORPORATE REPUTATION THROUGH THE THEORY OF DIALOGIC COMMUNICATION, A CONTENT ANALYSIS STUDY ON THE TWO CELLULAR TELECOMMUNICATIONS COMPANIES "ETISALAT AND DU" IN THE UNITED ARAB

The study aimed to identify the impact of using public relations platforms on organizational reputation management through the theory of dialogue communication -a content analysis study on the two cellular communications companies "Etisalat and du" in the United Arab Emirates.It used a content analysis methodology conducted on the cellular telecommunications companies "Etisalat and du" in the United Arab Emirates.The study found several results, including: that both companies "Etisalat" and "du" rely heavily on social media to manage their reputation, and each uses automated responses to interact with comments, but there is a difference between the two companies in how to deal with negative comments, "Etisalat" allocates a special application to filter negative comments, while "du" deletes them electronically.In addition to, "Etisalat" focuses mainly in its publications on services, advertisements and offers, while "du" focuses more on publishing the activities, events and achievements carried out by the company, and both companies are interested in publishing religious and national events, and publish public opinion poll publications to attract followers.Moreover, the conversational communication is achieved through the ability to express reactions and opinions and provide valuable and attractive information to visitors.Also, to provid easy means to access and use the site quickly, and includes the ability to make the public want to come back and stay on the site for long periods.Furthermore.