العلاقات العامة الذكية و الصورة الذهنية للمؤسسة في زمن الرقمنة : رهانات التشبيك عبر شبكات التواصل الاجتماعي

الملخص EN

Into the twenty-first century, all the working rules of public relations devices have been transferred to a world in which everything has an electronic and digital extension.

To reach the information high-speed road in its latest stage of "SMART", where the trend is now is moving in the direction of smart cities, smart institutions, smart governments, smart systems.

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And because the objective and the ultimate goal in the economic activity of institutions is to reach the masses by managing the mental image of the institution in a positive direction to achieve a strong market position in line with the developments in the business environment, the current trend is to adopt social networking as a new economic and communication environment to manage the image of institutions.

The trend of adopting social has supported another trend that is moving towards adopting "smart public relations", which was currently placed in the face of many work bets (not clear) within social networks to fulfill its central function, which is "managing the mental image of the institution" with "the masses" and ultimatly to keep pace with the business and smart communication environment.