مجلة التنمية وإدارة الموارد البشرية
Volume 13, Numéro 1, Pages 109-121
2026-07-31

Public Relations Management And Practices In The Digital Environment: A Study Of Contemporary Transformations And Challenges



Authors : Boumediene Souad .

Abstract

Learning how to manage and practise public relations has become a strategic necessity for modern organisations. PR has changed from being just a way to build a brand to a key management function that builds trust and long-lasting relationships with stakeholders. This study critically examines the operational transitions of public relations within the digital ecosystem, emphasising the significant transformations that are redefining the discipline in contemporary times. It shows how communication models are moving away from one-way models and toward interactive frameworks based on dialogue and active participation in digital spaces. The paper also looks at the theoretical reasons behind these changes and the new roles that PR professionals are taking on, which require them to be good at using digital and analytical tools. Ultimately, the study addresses the contemporary complexities confronting organisations, underscoring the necessity for innovative models to traverse this continually evolving digital frontier.

Keywords

Keywords: Digital Environment, Contemporary Challenges, Practice, and Public Relations

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