استراتيجيات خلية الاتصال و العلاقات العامة في المؤسسات الخدماتية : دراسة نظرية و نقدية

Abstract EN

With the technological development, public relations and its means have become one of the most important foundations upon which the institution is based, and it has become indispensable to them and their components, Because it is considered an essential element to achieve the objectives planned in advance in any institution or body, whether economic, cultural, social, It establishes trust between the public and the institution and guides, persuades and adapts this public and the interest of the institution.

The roots of public relations as a modern concept and institutional and environmental activity are rooted in the industrial revolution of the 19th century, in which the luxury industries that attracted thousands of workers and millions of consumers, Hence the need to create the right conditions for work, to regulate production relations, and the need for effective communication between institutions and their constituents, This will only be through political and social theories that speak of public relations.

The latter has emerged in many areas, As the media and communication developed, the importance, power and influence of public opinion, especially in democratic societies, increased, Where it is necessary to maintain the natural goal of governments and is the continuation that will not happen only with the achievement and gain public opinion and support the popular masses of the government and the consolidation of confidence in them.