مجلة المقدمة للدراسات الانسانية و الاجتماعية
Volume 11, Numéro 1, Pages 461-476
2026-06-30

The Use Of Modern Communication Technology In The Field Of Public Relations At The Public Institution In Algeria Title Of The Article



Authors : Rezine Mohammed . Abbouni Ibtissam .

Abstract

This study explores the integration of modern communication technology (MCT) within public institutions in Algeria, focusing specifically on its role in enhancing public relations (PR) practices. Using a qualitative case study approach, the research investigates four diverse public institutions in Sidi Bel Abbes, employing interviews and observation techniques to assess the use and effectiveness of MCT tools such as intranet/extranet systems, email, social media platforms, and coordination software. The findings reveal that MCT substantially facilitates internal and external communication, streamlines administrative coordination, and improves overall institutional performance. Despite the absence of dedicated PR departments in the institutions studied, PR practices are indirectly implemented across various units. The research concludes that the strategic adoption of MCT not only optimizes information flow but also strengthens organizational transparency, efficiency, and audience engagement. Recommendations include formalizing PR structures, investing in up-to-date technologies, and training specialists to professionalize institutional communication efforts.

Keywords

modern communication technology ; public relations ; public institutions

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