Digital public relations in the organization and their challenges Theoretical approach

Abstract

     Digital public relations present an inevitable necessity for organizations imposed by societal changes, foremost of which is the revolution of modern communication technology and its multiple functional uses. The emergence of digital and social media has given way to a new world of digital public relations. The rules, tools, challenges, stakes, and goals have changed accordingly, impelling the organization to set up a communication strategy and outreach with its internal and external audience in order to achieve good relations with it and thus better the organization’s digital reputation based on real-time as well as on more efficiency and interactivity.

     This study falls within the framework of theoretical research, and aims to identify the nature of digital public relations by defining the concept, and defining its functions and uses, the means used in it, as well as the challenges it faces in the organization.