Digital PR Tools in Quasi-Public Sector Companies: The Case of JSC «Kazpost»
DOI:
https://doi.org/10.5281/zenodo.19910841Keywords:
engagement, quasi-public companies, social media, digital PR, digital communicationsAbstract
Background and objective. In the context of digital transformation of communications, quasi-public companies face the need to reconsider the role of public relations as a mechanism for building trust and shaping a stable public perception. Given the high institutional responsibility and social significance of their activities, digital channels become the primary medium of interaction with audiences. At the same time, the impact of content characteristics and formats on audience engagement remains insufficiently studied. The aim of this research is to identify the specific features of digital PR tools and assess their impact on audience engagement, using JSC «Kazpost» as a case study. Materials and methods. The empirical basis of the study consists of publications by JSC «Kazpost» on social media platforms over the period January – February 2026. The analysis covers the company’s key digital platforms, including Instagram, Facebook, and TikTok. Content analysis of publications was applied, taking into account thematic categories and content formats. Additionally, a comparative analysis of digital metrics was conducted, including reach and engagement indicators calculated based on the total number of user interactions (likes, comments, shares). Results. It was found that the total reach of publications amounted to 165,191, while the audience growth reached 482 subscribers. The sample included 46 unique publications posted on Instagram and cross-posted on Facebook. The analysis showed that, in terms of content formats, text-and-graphic publications accounted for a larger share of interactions (50.6%) compared to video content (23.8%), while video materials demonstrated a higher level of engagement relative to reach. In terms of thematic characteristics, it was established that publications focused on personalized and socially significant content demonstrated a higher level of engagement (on average 4.2%) compared to formally official content (on average 1.8%). Conclusion. Digital PR in quasi-public companies is emerging as an independent area of communication activity, where regularity of publications is combined with meaningful content development. Improving effectiveness is associated with adapting communication strategies to audience expectations, strengthening analytical approaches, and enhancing the flexibility of digital channel management.
References
1. Al Hadeed, A. Y., Maysari, I., Aldroubi, M. M., Attar, R. W., & Habes, M. (2023). Role of public relations practices in content management: The mediating role of new media platforms. Frontiers in Sociology, 8, 1273371. https://doi.org/10.3389/fsoc.2023.1273371
2. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
3. De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
4. Görpe, T. S., & Öksüz, B. (2024). Perception and contribution of public relations to society: Insights from Türkiye. Social Sciences, 13(12), 675. https://doi.org/10.3390/socsci13120675
5. Kapriotti, P. (2019). Corporate communication: A strategic approach to building reputation. Routledge 245 p.
6. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2018). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 61(5), 673–683. https://doi.org/10.1016/j.bushor.2018.05.002
7. Shukeyev, U., Niyazov, M., Kurmankulova, N., & Yardyakova, I. (2023). Improving corporative management in state companies: Prospects, distribution of power and collegial decision-making. E3S Web of Conferences, 449, 05013. https://doi.org/10.1051/e3sconf/202344905013
8. Verhoeven, P., Tench, R., Zerfass, A., Moreno, Á., & Verčič, D. (2020). Strategic communication and digital transformation: Exploring new challenges. Public Relations Review, 46(2), 101862.
9. Zerfass, A., Verčič, D., & Wiesenberg, M. (2020). The digital transformation of public relations. Journal of Communication Management, 24(2), 137–152.
10. Zerfass, A., Verčič, D., & Wiesenberg, M. (2023). Artificial intelligence in communication management: A cross-national study on adoption and knowledge, impact, challenges and risks. Public Relations Review, 49(1), 102210. https://doi.org/10.1016/j.pubrev.2022.102210
Downloads
Published
Issue
Section
License
Copyright (c) 2026 B. O. Shaikhina, A. Zh. Saurbayeva (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Articles are distributed under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0) license.
