العلاقات العامة الإلكترونية في ظل البيئة الاتصالية الجديدة

الملخص EN

The rapid developments in digital communication technology, mainly Internet, have influenced the practice of public relations as an administrative and communicational function in the institution.

It has become necessary for practitioners to rethink their communication strategies in the light of this new communication environment which produced the term "cyber public relations".

This impact not only changed the communication methods implemented by public relationships experts, but it also exceeded to creating modern communication channels via: e-mail, websites, instant messaging, chat, billboards, interactive television, e- institution journal.

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and a growing long list of other methods.

Not to mention many other forms of communication such as e-advertising, network marketing, online trade-marks.

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and others.

The new communication environment has pushed public relations officials to cope with the raising challenges of this era, given that cyber public relations is a recent phenomenon that left experts shorthanded without much time to fully fathom its various aspects and uses.