This study aims to investigate the impact of new communication channels on public relations practices within government institutions in the United Arab Emirates (UAE). The research sample comprised 300 individuals who interacted with the Roads and Transport Authority in Dubai. The findings of the study revealed that a majority of the participants utilize these new communication channels when engaging with public relations departments in institutions. Moreover, a significant proportion of individuals interacting through these channels within the Roads and Transport Authority demonstrated susceptibility to their influence. Among the various new communication channels, Instagram emerged as one of the most widely utilized platforms within government institutions. Based on the research findings, the researcher recommends the provision of necessary resources and support to enhance the effectiveness of the public relations department in engaging with the public through electronic means. Additionally, it is advised to leverage the potential of various social media platforms to enhance organizational communication within institutions. Furthermore, the establishment of an internal and external social and administrative communication database for employees within institutions is recommended.
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