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المفاهيم الحديثة للعلاق&
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ISBN13: 9786038264607
Publisher: Rushd Bookstore
Pages: 234
Weight: 0.84
Height: 0.49 Width: 6.69 Depth: 9.61
Language: Arabic
يعد كتاب المفاهيم الحديثة للعلاقات العامة مرجعاً معاصراً يواكب التحولات الجذرية التي شهدها عالم الاتصال المؤسسي في القرن الحادي والعشرين. ينطلق الكتاب من رؤية تعتبر العلاقات العامة ليست مجرد أداة إعلامية، بل هي وظيفة إدارية استراتيجية تهدف إلى بناء جسور الثقة والتفاهم بين المنظمة وجماهيرها المتعددة، سواء كانوا موظفين، عملاء، مستثمرين، أو المجتمع ككل.
يغطي الكتاب في فصوله الأولى التأصيل الفكري للعلاقات العامة، مستعرضاً تطورها من الأساليب التقليدية المعتمدة على الدعاية والترويج إلى النماذج الحديثة القائمة على الاتصال المتماثل في اتجاهين (Two-way Symmetrical Communication). كما يركز على أهمية الصورة الذهنية (Mental Image) والسمعة المؤسسية، وكيفية إدارتهما كأصول غير ملموسة تساهم في نجاح المنظمات واستدامتها في سوق تنافسي.
وفي الجانب العملي، يتناول الكتاب العملية الإدارية للعلاقات العامة بمراحلها الأربع البحث والتقصي، التخطيط الاستراتيجي، التنفيذ والاتصال، ثم التقويم وقياس الأثر. كما يفرد الكتاب مساحة واسعة لـ إدارة الأزمات إعلامياً وكيفية التعامل مع الشائعات في بيئة تتسم بالسرعة والتعقيد. كما لا يغفل الكتاب عن دو
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