Public relations strategies and the digital age in companies and institutions

Modern public relations have been linked since their emergence to the developments and changes witnessed by the world in various fields, which reflected on the development of public relations. The rapid technological development resulted in interactions between the forces of society in countries, institutions, authorities, and groups, producing many problems and dilemmas that had to be addressed through public relations. Along with this interaction within the forces of society, there was an evolution in scientific research methods, and their integration with behavioral approaches and scientific applications. The book addresses the challenges facing the public relations profession, including the development of new media means as technology continues to advance, increased specialization, creativity, globalization, and practicing the profession without specialists. The book covers several topics, including: the concept, importance, history, origin, objectives, and some terms related to public relations, such as: public opinion, propaganda, advertising, marketing, an introduction to planning, strategic planning, organization, and evaluation. Due to the importance of organizational communication in public relations, the book includes a special chapter on organizational communication, another on institutional communication, and strategic communication. Regarding the emergence of new media and its relation to all media arts, the book contains a dedicated chapter on the role of digital public relations and its connection to new media. Given the vital role of public relations in the public and private sectors since its inception, with its various methods and development, the author has addressed it historically and currently through research so that students, researchers, readers, and professionals in this field can understand it.