العلاقات العامة عبر الفضاء الإلكتروني أدوار و متطلبات جديدة : دراسة نظرية

الملخص EN

Public relations function has an extreme significance in making the enterprise known and in gaining positive image and reputation in both internal and external sides.

It is one of the key elements for the enterprise, s success.

This function passed by numerous phases and significant shifts due to information and communication technology modern developments.

Therefore, we find that this vital function had exceeded the traditional phase in the developed countries and moved to the postmodernist phase or what is called 'digitization'.

Thanks to their good awareness that the development of public relations function mechanisms, according to nowadays requirements, will be beneficial to the enterprise and mainly its profitability; especially that modern public relations are based on the enterprise's online reputation management and reaching out to the public - this is known as interactiveness between the enterprise and its public, who found an advantage and easiness to meet needs and to express desires to the responsibles in the digital communication (through internet network), and that they are also based on a more sophisticated and influential styles and forms, Thus, through this study, we will try to talk about the modern style of public relations function via the cyberspace and its most important roles and work requirements.