فاعلية الرسائل الإلكترونية للعلاقات العامة في بناء التواصل بين العاملين بالمؤسسات : دراسة تحليلية

Other Title(s)

The effectiveness of public relations electronic messages in building communication between employees of institutions

Author

عبد العزيز، مها مصطفى عمر

Source

المجلة العربية للإعلام و الاتصال

Issue

Vol. 2021, Issue 27 (30 Sep. 2021)29 p.

Publisher

Saudi Association for Media and Communication :

Publication Date

2021-09-30

Country of Publication

Saudi Arabia

No. of Pages

29

Main Subjects

Media and Communication

Abstract EN

The study aimed to identify the effectiveness of electronic messages for public relations in communication between employees of private institutions.

the extent of the im-portance of these messages as a means of internal communication with the public of the institution’s employees, in supporting or promoting the activities carried out by the public relations department socially, culturally and morally, and to what extent electronic mes-sages contribute to the internal communication processes of individuals working in the institutions in light of the rapid developments produced by information and communica-tion technology and its advanced and renewable applications in recent years, the form of electronic messages has changed; a new communication reality, its manifestations man-ifested in the concepts, administrative and intellectual systems, and organizational cul-tures on which modern institutional communication studies have relied, which in turn changed the methods of this communication with employees to manage public relations as a link and a concept of work.

the importance of this study lies in the fact that it exam-ines how electronic messages act as a communication tool to support communication and cooperation between departments in disseminating information related to institution-al operations to work at the internal and external levels, and the importance of content that can support employee relations in institutions by implementing regulations or admin-istrative and organizational systems.

and others.

as this study sought to reveal the na-ture of the effect of electronic messages on any variables or aspects of communication for employees of the public relations department that may arise when performing insti-tutional work, through application to a sample of employees in the public relations de-partment in different institutions estimated at 120 individual in to interpret the results studies used to show aspects of communication and communication using electronic messages to complicate or facilitate practical communication.

the results indicate that most of the behavioral and cognitive motives are most appropriate for the proper man-agement of public relations e-mails when communicating through them: deleting unim-portant publications immediately after downloading them; the order of reading messag-es according to some criteria; after reading, immediately decide what to do with the let-ters; reply to requests via pr emails on the same day; and organizing the incoming read messages according to categories, and transferring them to different folders, in order to ensure the institutional building that enhances this communication.

accordingly, the study came out with recommendations for the necessity of managing and using electron-ic messages for public relations in the course of work, because through the results they do not pose a threat to the productivity, security and privacy of institutions, in most cas-es; there is room for improvement and measures that may enhance the utility of this tool.

in particular, most workers may face some difficulty in organizing the information received through this method, and a large proportion of them still have behaviors.

American Psychological Association (APA)

عبد العزيز، مها مصطفى عمر. 2021. فاعلية الرسائل الإلكترونية للعلاقات العامة في بناء التواصل بين العاملين بالمؤسسات : دراسة تحليلية. المجلة العربية للإعلام و الاتصال،مج. 2021، ع. 27.
https://search.emarefa.net/detail/BIM-1409772

Modern Language Association (MLA)

عبد العزيز، مها مصطفى عمر. فاعلية الرسائل الإلكترونية للعلاقات العامة في بناء التواصل بين العاملين بالمؤسسات : دراسة تحليلية. المجلة العربية للإعلام و الاتصال ع. 27 (أيلول 2021).
https://search.emarefa.net/detail/BIM-1409772

American Medical Association (AMA)

عبد العزيز، مها مصطفى عمر. فاعلية الرسائل الإلكترونية للعلاقات العامة في بناء التواصل بين العاملين بالمؤسسات : دراسة تحليلية. المجلة العربية للإعلام و الاتصال. 2021. مج. 2021، ع. 27.
https://search.emarefa.net/detail/BIM-1409772

Data Type

Journal Articles

Language

Arabic

Notes

يتضمن مراجع ببليوجرافية : ص. 93-94

Record ID

BIM-1409772