استخدامات التقنية الحديثة في العلاقات العامة : دراسة وصفية تحليلية بالتطبيق على إدارتي العلاقات العامة و الإعلام بوحدة تنفيذ السدود (السودان)‎

الملخص EN

The problem that the researcher strive to address through this research was to learn about the uses of modern technology in the public relations practice.

From this key question, a number of sub-questions, that the research strive to answer, were issued: 1- How does public relations benefit from modern technology in the exercise of its functions? 2- What are the objectives of public relations under the modern technology? 3- What are the problems facing public relations during the use of modern technology? To answer these questions and to achieve the objectives of this research scientifically, the researcher take the descriptive analysis approach.

The researcher also used: observation, interview and questionnaire as scientific tools for the objectives of this research.

The objectives that the research strive to achieve were represented were as follows: 1- To identify the impact of modern technology in developing public relations 2- To demonstrate the importance of using modern technology in public relations 3- To exposure to an operational model of public relations that depends heavily on modern technology, to know the method of its practice through this model.

After the scientific steps in the field study have been followed, the researcher reached a number of results, including the following: 1- Public relations are developing significantly in the exercise of their functions through electronic technology.

2- There are other goals - in addition to the traditional goals – to be achieved by public relations.

3- One of the problems that public relations suffers from under electronic technology, which is an extension of the same problem that it were suffering from under traditional practice is traditional view of public relations by the Public Relations Department.

The most important recommendations made by the researcher, were as follows: 1- The study recommends the necessity of making the most of computers in all office and organizational public relations and media.

2- The necessity of periodically providing training courses for employees of the Public Relations and Media departments of the Dams Implementation Unit, to raise the performance and develop work.

3- The necessity of the internal audience to be cared about by the Public Relations Department by holding meetings between the unit's employees and senior management, working to raise the desire and aspirations of the unit's employees to the senior management.