The role of modern communication technology and its relationship to the performance of public relations

Communication is the essence of public relations, it is the primary means by which public relations activities distinguish themselves all organizations, especially international ones, are inclined to benefit from modern communication technologies, foremost among them being the internet. All efforts made by an entity are essentially communicative processes, whether with internal or external audiences, Communication in public relations has its own specificity; it is persuasive communication that works with internal audiences to boost morale and with external audiences to enhance the mental image of the organization.
In a world dominated by the internet and the evolution of modern technologies, communication and information industries consider the use of communication technology in media institutions as a modern requirement to keep pace with significant developments in organizational structure, This entails giving top priority to preparing and qualifying public relations departments within media institutions, enhancing their performance levels, developing their capabilities, and giving special importance to adopting this concept.
Moreover, public relations practitioners must be prepared to apply technology, provide essential resources, and meet the specific requirements for successful work to keep up with rapid and consecutive developments and to benefit from all the data of modern communication and information technologies to achieve the requirements of delivering the media message to the global level effectively and widely.
Thus the advancement of internet technology has been a revolutionary force in public relations, and the internet is considered a common practice medium for public relations, the internet is a means to perform many public relations functions, considering it the main organizational target for public relations practitioners. It has become imperative for public relations practitioners to rethink their communication strategies in light of the rapid developments in digital technology, including the internet, this rapid evolution of the internet as a communication tool has necessitated a reconsideration of communication strategies for public relations in all institutions and organizations, whether governmental or private, productive or service-oriented.