Objectives and functions of public relations through digital communication applications "a critical and future vision"

The development of communication technology, and the related development of digital technologies and programs - which played a prominent role in enhancing the effectiveness of communication and information media - resulted in a tremendous development in the fields and functions of public relations and integrated marketing communications; Including the means that benefited from the characteristics of this modern technology; Such as flexibility, interactivity, pluralism of media, penetration of geographical and temporal boundaries, and others.
The problem of the study is the analysis and interpretation of the role played by modern means and applications of communication in changing the form and patterns of public relations functions in organizations, in their different areas of production and service, as well as in the general public in their daily practices of electronic interaction through social networking sites and digital media platforms. The research problem is also focused on the problematic existing between the description of theoretical principles and the reality of practical applications of electronic public relations functions, and the efficiency of these functions in achieving the communication and marketing objectives of public relations, and examining the factors and variables affecting the achievement of these goals.
The study suggested a critical and future vision for the development of public relations research third by highlighting the necessity and importance of integration between all electronic media (websites, communication forums social media, emails) to develop an effective relationship. Also, the study mentioned that most of the Arab studies relied on theoretical frameworks and a methodology emerging and transferred from Western contexts, and did not invent new intellectual approaches applicable to the objectives and functions of public relations in Arab countries. At the methodological level, it was found that the related curricula were borrowed from traditional means and adapting them to suit the nature and characteristics of digital communication technology, considering the role of users in this context.