Social public communication: contexts of evolution, roles and transformations

Abstract

This paper represents a theoretical and analytical contribution to the topic of social public communication. which is one of the important communication patterns taken by Governments and their partners to achieve the public interest and enhance the effectiveness and presence of the State and its institutions, It has evolved remarkably due to many economic transformations and their social consequences, not to mention the technical development that has provided a fertile context for interaction and social communication with citizens and civil society across its spectrum.

It is characterized by its multiple roles that make it the link between public structures and their audiences. Its importance is highlighted by the fact that it has moved from a traditional one-way model to the multi-way interactive model, this helps government and social institutions adapt to accelerating changes and enables them to build strong relationships with their audiences that contribute to enhancing their presence, achieving awareness and building social harmony around public issues and decision-making