العلاقات العامة و التحول نحو الممارسة الإلكترونية

الملخص EN

Considering challenges imposed by the conditions of globalization, the importance of the information has increased, and has become the essence of the competitive quality for institutions that has understood the necessity of communication with their public basing on one of the most important functions of management, “public relations”.

These latter were influenced by technological development, and Web 2.0 appearance, with brought functionalities, changed their practices from traditional to electronic, and have added new responsibilities to relationist.

In this article, we shall try to show the importance of public relations for institutions, and how they benefited from Web 2.0 services for developing their communicative strategy by internet, from promotion, reputation management, crisis management,… because their public is not only a simple receiver but a sender and a creator of the numeric content as well.