Social networks as a new mechanism for public relations between functional vision and the uses of digital technologies "

Abstract

Modern technology has had a great impact on various fields, and this influence extended to institutional activity, specifically in the communication part of public relations activity, where modern technology and its techniques, especially social networking sites, contributed to containing the practice of public relations activity and taking it out from the traditional environment to the new one. Which changed with it the public sphere of communication and interaction with the masses, and with it new concepts emerged, which are in most of them indicators of the shift towards electronic practice. Digital and how to employ public relations for social media platforms as well as strategic shifts in the roles of public relations and limiting the implications of using social networks on the activity of public relations practitioners, including knowledge of the process of transformation from traditional relations to electronic practice, which remains recent for some institutions, that public relations within Its activity depends on several methods of practice and these exponents differ The core and nature of the institutional goals, in addition to the difference of the masses and their nature, as well as the difference in the messages addressed to them, through their wide and large spread on the virtual space surrounding the institution in its new digital environment, and it is certain that this is only done within the framework of the institution’s vision and activating strategies that are in line with the new environment, as it needs to Strategies of a special kind that contribute to achieving the characteristics of flexibility and adaptation of the communicative function of public relations according to its modern trends.
The study concluded with results, the most important of which is that social networks provided new and distinct capabilities that increased the strength and influence of public relations practitioners at all levels in the organizations in which they work, as they provided many immediate features, speed of communication with the target audience, and low cost.