استخدام ممارسي العلاقات العامة مهارة الحوار في تثمين المسؤولية الاجتماعية للمؤسسة

الملخص EN

This research paper aims to reach results that are to know the extent to which the dialogue skill of the public relations practitioner contributes to promoting and valuing social responsibility in the institution via: • Determining how the public relations practitioner can use dialogue in promoting the principles of corporate social responsibility.

• Linking the skill of dialogue and the art of negotiation to the nature of the activities and functions of public relations and the objectives of the institution in the aspect of social responsibility, especially since the objectives of institutions, especially the economic ones, are maximizing profitability in return for neglecting the social, human and ethical dimensions towards the public dealing with them internally and externally, society and the environment.