إدارة الصورة الذهنية للمؤسسة على موقع الواب

Abstract EN

This study seeks to diagnose the concept of the mental image of the institution and its management on the website of the institution, as public relations deliberately invests in this important dimension by employing methods, policies, and plans aimed at improving the image of the institution, the mental image is more effective if it is formed and prepared from within the institution, than from outside, because it is simply honest and based on solid scientific foundations, and the management of the institution's image is related to the face that the institution likes to look at the public, so the management of The image of the institution on the web is the set of steps through which the institution seeks to build a good mental image that brings customers and stakeholders closer to its website, and establishes an atmosphere of understanding and friendliness with them, as well as useful in building a competitive advantage and imposing a good market positioning, and protecting the institution from any media attack or by competitors in the event of a crisis.