العلاقات العامة الاستراتيجية من رصد البيئة إلى التخطيط لأفعال المنظمة

Abstract EN

In this article we will try to shed light on the topic of strategic public relations, which is an important entry point for contemporary public relations, and the article stems from monitoring the internal and external environment of the organization and includes especially the public relations public.

The public approach is from the grandiose direction that dominates the organization’s project and its guided vision, to relying on public opinion research and positive interaction with the public’s requirements and aspirations, or what is known as the social dimension of public relations.

As for the second part of the article, we focused on the planning nature of public relations, which is a later stage that comes after studying the surrounding environment, and including how public relations formulate the tasks of the organization and analyze the situation based on the principle of opportunities and challenges facing the public relations department, and through which it wants to achieve consensus in visions and goals This is reflected through the strategic planning ladder.

Let us conclude that the organizations should adopt a collective vision that includes the managetive trend and the social direction of public relations management, which takes into account the interests of the institution and its masses together.