أطروحة (ماجستير)-جامعة القاهرة، 2014.

ببليوجرافيا: صفحات 251-272.

هدفت الدراسة الى وصف وتحليل استخدام ممارسي العلاقات العامة للانترنت في ممارسة انشطة العلاقات العامة من (بحوث - تخطيط - اتصال - تقويم) بالمؤسسات الانتاجية والخدمية على اختلاف انماط ملكيتها لتحقيق درجة من الحوار والاتصال التفاعلي بين المؤسسة وجماهيرها معتمدة على نظرية الحوار.واستخدمت الدراسة منهج المسح ومنهج تحليل المضمون مستعينة باداتين لجمع البيانات هما استمار الاستقصاء واستمارة تحليل المضمون بالتطبيق على عينة عمدية من 48 مؤسسة موزعة حسب طبيعة نشاطها.

The study aims at the description and analysis of public relations practitioners use of the Internet when practicing the public relations activities) Research- Planning- Communication- Evaluation) in production and service institutions, whatsoever are the types of their ownership, to achieve a degree of dialogue and interactive communication between the institution and its audience, based on dialogue theory. The study used the survey approach and content analysis approach, using two tools in data collection, namely; a questionnaire form and content analysis form, applied on a premeditated sample of 48 institutions distributed as per the nature of their activities into (26 production institutions, and 22 service institutions), and distributed as per their types of ownership into (16 public sector institutions, 16 private sector institutions and 16 multinational institutions), and analysis of their web sites, and an available sample of 200 practitioners of public relations in such institutions. The study arrived at that the Internet with what it may provide of services such as e-mail, institution web site, social networks sites and others, are an important means for the practitioners of public relations, that has led to the development of their work performance, and have been able through it to conduct research, planning and communication with variety of audience in order to construct a mental and positive image of the institution and building relations and communication with such audience, and to evaluate on-line public relations. The study findings have confirmed some of the principles of the dialogue theory such as propinquity, empathy and risk. All contact dialogue communication indicators have appeared across websites of institutions to varying degrees, and their appearance was in order of: ease of interface indicator, and then usefulness of information indicator, then conservation of visitors on the site indicator, and then generation of return visits to the site indicator, then the dialogic loop within the site indicator, and the websites of the institutions have succeeded to achieve the first terms of building conversational relationship between the institution and its audience, where ease of use of the site indicator elements have appeared even more clear than the elements of the interactive dialogue indicator (interaction) within the site, and these sites did not succeed in achieving the highest stages of building the relationship, which is arriving at interactive dialogue between the institution and its audience, and can be inferred from that the dominant communication form in the websites subject of the analytical study during the analysis period, which is a unilateral model from the institution to the audience, except in a small number of institutions that have succeeded in designing their websites to achieve the dialogue between them and the audience. There is a relationship between the nature of the institution activity and the type of its ownership and some variables of the study in favor of service institutions and multinational institutions.

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النص بالعربية والملخص باللغة الإنجليزية والعربية.