Public Relations in the Arab World: Reality and Challenges

Abstract

This research aims to identify the importance of using the Internet in the practice of public relations,
which provide multiple services and applications of communication and information; it improves the
communication process with the internal and external audience of the organization, this is the basis for the
success and effectiveness of public relations activity. The research found that electronic public relations
have become a necessity in digital societies despite the many challenges faced by institutions in Arab
societies in general and Algerian society in particular, in order to identify the needs and impressions of the
public and interact with him permanently, and exchange of different experiences that enable their
practitioners to develop appropriate communication strategies.