المعيار
Volume 29, Numéro 4, Pages 141-152
2025-09-15
The Impact Of Digital Transformation On Communication Officers In Algerian Institutions: An Analytical Approach To Skills Development And The Restructuring Of Communication Roles.
Authors : Dahmani Fatima . Brada Abderrezzaq .
Abstract
Article abstract: This study aims to analyze the digital challenges faced by communication officers within Algerian institutions, given their direct impact on the performance of communication functions in both the public and private sectors. The research focuses on highlighting the importance of restructuring communication roles and developing digital skills in line with the accelerating demands of the digital environment. To achieve this, the descriptive-analytical method was adopted by reviewing relevant academic literature and empirical field studies, with the aim of diagnosing the current state of digital transformation and its effects on the duties of communication officers within the Algerian context. The study concluded that it is essential to enhance the digital competencies of communication officers and improve the technical and organizational environment within institutions. These measures would contribute to achieving effective integration into the digital era and ensuring more efficient and responsive institutional communication with audiences. Keywords: Communication Officer, Digital Transformation, Digital Skills, Institutional Communication
Keywords
Keywords: Communication Officer, Digital Transformation, Digital Skills, Institutional Communication
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