PROSPECTS OF USING COMMUNICATION TECHNOLOGY IN PUBLIC RELATIONS ACTIVITY

There is no doubt that the technical scientific research sector is a basic brick at the moment, that can guarantee Arab states strength and fortitude, and ensures scientific progress, technology ,economic, and ability to competitiveness in international markets which are increasing openness of it's in the circumstances of globalization. From this perspective, the paper sought to use the analytical descriptive approach, It is a desk theoretical study aimed at identifying the most important of reach humanity by him from modern technologies at the moment, and looking forward to the development of its prospects in the future, in line with the requirements of the essence of the media, and public relations in particular. The study looking for what are the current and future trends of advanced technologies, and introductions its applications in the globalized community and professional practice, especially the public relations environment at the global and regional levels. The study also contributes to the promotion of academic literature to create knowledge accumulations in addressing the issues of the effects of the philosophy of advanced technologies, especially artificial intelligence, cloud computing and vitality, in the development of the professional environment of the media, such as including public relations. The researcher concluded from the study that the future of digital media, especially digital public relations, will see a radical change in infrastructure, and its structure, and concept.
Keywords: media, Digital Public Relations, Cloud Computing, Contact, communication Technology, Artificial Intelligence.