المجلة الدولية للاتصال الاجتماعي
Volume 13, Numéro 3, Pages 31-56
2026-09-30
The Theoretical Foundations Of Public Relations In The Digital Environment - From Classical Theories “excellence And Dialogic Theory” To The Contemporary Model Of “digital Coexistence”-
Authors : Metrouh Ouafa .
Abstract
In light of the ongoing digital transformations characterizing the contemporary era, digital public relations has become central to organizational success and differentiation within a highly dynamic and competitive environment. Despite the foundational principles established by classical theories in this field, particularly Excellence Theory and Dialogic Theory, their limitations have become increasingly evident in explaining the nature of relationships that organizations currently build with their publics, including their underlying foundations, guiding principles, objectives, and the ways in which they respond to challenges imposed by the contemporary environment shaped by profound digital transformations and evolving user experiences. Accordingly, this paper seeks to re-examine the principal classical models underpinning digital public relations through a critical and deconstructive lens, and subsequently reconstruct them within the digital environment. The aim is to propose a model that moves beyond “dialogic communication” toward “Digital Coexistence,” thereby reconfiguring the evolving concept of digital public relations, including its principles, dimensions, and defining conditions.
Keywords
Digital public relations ; digital environment ; excellence theory ; dialogic communication ; digital coexistence
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