Document Type : scientific

Author

• Rahman Saeedi

Abstract

Today we are experiencing a new revolution in the fields of information and communication taking place in the real virtual space and virtual reality. The concept of global village has now taken the form of global mentality, and communication revolution has changed into information revolution. New technologies have effected fundamental changes in the workings of, and the relations between, organizations and institutions.
Needless to say, public relations, as the link connecting organizations and institutions together, must be capable of adapting itself to these changes. Therefore, those in charge of public relations are, more than any other thing, expected to consider and attend to the effects of new technologies on organizations.
Defining the concept of “electronic public relations,” the present article observes that although electronic public relations has not yet been fully developed and, in a sense, is passing through its early phases, it has a very promising prospect of being expanded and extended to all governmental and non-governmental organizations and institutions. It is expected that in the near future public relations will experience a range of profound changes, as a result of which there will occur a fundamental change in one of the main functions of public relations, i.e. Research-Orientedness in different aspects.
The present article is an endeavor to delve into the different aspects of the above-mentioned changes in the field of public relations.

Keywords

• Futurology
• public relations
• electronic public relations
• audience studies