المهارات التكنولوجية لموظفي العلاقات العامة في ضوء التحول نحو اقتصاد المعرفة : دراسة على عينة من ممارسي العلاقات العامة بدولة الإمارات العربية المتحدة

Abstract EN

The world lives the information age today, this age depends basically on production and fast spread of information and this affects the field of communication and information which was able o to use this development in producing information and sending it in a better way than before also in employing all techniques and modern technologies and using its interactive abilities and speed to reach the target audience.

This development and fast spread of information and the media message was able to communicate with the abilities and skills of employees in this field (especially in public relations) to employ their creative skills in practicing all their activities in using this technology.

Taking care of improving and developing the skills of the employees has become one of the most important things that successful managements consider in their strategic plans to increase production and for the success of organizations.

This study aims to identify the proficiency of public relations employees in the skill of dealing with modern technology (in some organizations in UAE) since United Arab Emirates is one of the leading countries in having the electronic government in all its institutions, it also aims to develop a flexible and various knowledge economy system led by skillful competencies and reinforced by the best experiences depending on employees with knowledge and creativity.

This study uses the descriptive method and also depends on the questionnaire as a study tool and to gather information from some employees in public relations (Study sample).