The specialization is a field that combines both public relations and media technology. Its objectives include preparing graduates to work in professional environments that require exceptional skills in interactive digital media, the production of digital media content, and their application in the field of public relations. This is particularly relevant for most governmental and non-government organizations, as well as companies, in addition to media organizations that seek employees possessing such skills.

It is undeniable that the current global trend in the world is towards digitization, where the speed of communication and obtaining information, whether in the context of news or other data, is notable. The results of the Global Digital Report for the year 2018 showed that the number of internet users worldwide exceeded 4 billion, with 3 billion using social media platforms on a daily basis. It pointed out that 9 out of 10 users use their smartphones to access social media sites.

In Palestine, data from the census during the first quarter of 2022 revealed that approximately 91% of households reported having access to internet service at home or at least one of their members has such access. This breaks down to 91% in the West Bank and 90% in the Gaza Strip.

From here, Palestine Ahliya University has sought to introduce a Bachelor’s program in Public Relations and Media Technology, in response to the requirements of the Palestinian and Arab labor markets. Perhaps this program is designed to qualify specialists in media and public relations through the use of modern electronic and digital media. The study plan of the program covers, in addition to the fundamental knowledge and skills, the knowledge and skills related to digital photography, editing, directing, leading media campaigns, news editing in both Arabic and English languages, and adapting technology for these purposes. Additionally, it includes public relations strategies, protocol, and other supporting knowledge for the main specialization.

Total Free Major Requirements (81) Faculty Requirements University Requirements
135 3 Elective Compulsory Elective Compulsory Elective Compulsory
6 75 0 21 3 21

Students with a GPA of 65% or higher in the General Secondary School Certificate (Tawjihi) from all branches, or equivalent international certificates such as the French Baccalaureate, International Baccalaureate, and the General Certificate of Education (GCE) British, are accepted.

Graduate Qualifications

  1. Being able to prepare and practice various forms of journalistic writing, as well as writing for TV, radio, and new media.
  2. Acquiring different skills in visual and auditory production, such as photography, video, and editing, in addition to skills in journalistic directing, graphic design, animation, and 2D.
  3. Being able to write for public relations, execute public relations campaigns, election campaigns, and crisis management that an institution may face.
  4. Being able to execute advertising campaigns.
  5. Being able to manage social media networks and produce the necessary materials professionally and with good scientific knowledge.
  6. Possessing communication and interpersonal skills and the ability to represent the institutions they work for.
  7. Above all, equipping the student with the necessary knowledge and expertise to pursue postgraduate studies in related media and public relations disciplines, with the ability to conduct scientific research.

Potential workplace:

  1. Media and Public Relations departments in government institutions, private companies, and other organizations.
  2. Various media outlets, whether written, visual, or digital and electronic media.
  3. Television and visual production companies.
  4. Advertising production companies involved in designing advertisements and television, electronic, and even print advertising campaigns.
  5. Communication and public service roles in all types of companies and institutions.