Revue de Recherches et Etudes Scientifiques
Volume 20, Numéro 1, Pages 828-844
2026-01-26
The Functional Dimensions Of The Public Relations Practitioner: A Theoretical Study On Tasks, Skills, Tools, And Challenges.
Authors : Khattaf Imene . Benaouda Moussa .
Abstract
This theoretical study aims to elucidate the epistemological and functional dimensions of the public relations practitioner, focusing on the skills and tasks aligned with their role. It provides a comprehensive examination of the practitioner’s responsibilities within a dynamic and continuously evolving operational environment, which necessitates the establishment of effective communication channels and enhancing its effective aspects both within and outside institutions. The study further explores the technologies and tools that contribute to constructing robust communication systems, as well as the strategic planning of foundational programs through which institutions aim to achieve their objectives across diverse work environments. Additionally, the study categorizes modern multimedia, particularly interactive communication, and examines the challenges faced by public relations practitioners in navigating the rapidly advancing technological reality and the current information flux, which significantly influence various institutions and sectors. This development reshaped the public relations practitioners, rendering them more flexible and adaptable, with continuous awareness of these challenges. Hence, this study addresses key questions regarding the role, responsibilities, and technologies that enable the practitioner to confront the challenges imposed upon them.
Keywords
Key Words: PR practitioner – Duties – Skills - Technologies, Digital Communication, Challenges - Obstacles.
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