علاقة المؤسسة بجمهورها من منظور العلاقات العامة : اتفاق مصلحة أم هندسة اتفاق ؟

الملخص EN

Public relations in its general concept aims to achieve common interest and benefit between the institution and its audiences, but when tracking the practices of public relations experts in different institutions, it will be clear that in the practice of their duties they strive to achieve this by using all methods, even if they are unethical sometimes in regards to the profession of public relations, or it contradicts what the audiences want, and this is by crystallizing public opinion, by changing or neutralizing hostile opinions and tendencies, and by supporting favorable opinions and loyal to the narrative and the institution policy by deluding the audiences in general that what they are doing represents the prevailing opinion or the dominant position, and this is what is known in the public relations as the engineering of acceptance or engineering of consent that has been employed by modern public relations in early twentieth century and become more complex when used by modern mass media and communication means and social media websites.