العلاقات العامة في مؤسسات الدول النامية: التنظير والتطبيق

The article aimed to analyze the existing gap between theory and practice in the field of public relations within institutions in developing countries, through a critical reading that explores the structural, political, and cultural factors hindering the adoption of advanced public relations models based on dialogue and mutual interaction. The study employed an analytical narrative review methodology, analyzing contemporary scholarly literature published between 2018 and 2025, examining global public relations models and linking them to the context of developing countries, in addition to reviewing case studies that illustrate practical challenges in both public and private institutions. The article also addressed the role of digital transformation and artificial intelligence in reshaping institutional communication, and the opportunities these technologies provide for enhancing interaction and transparency, despite challenges related to digital infrastructure and skill shortages. The study concluded with several key findings, most notably the continued dominance of one-way communication models due to political constraints and weak transparency, the declining institutional autonomy of public relations departments, and a significant gap between educational outputs and labor market needs. It further showed that although digital media can enable more interactive practices, it faces persistent challenges associated with credibility and data management. The study recommends restructuring public relations functions to become an integral part of strategic decision-making, developing specialized training programs, strengthening transparency-oriented regulations, and launching initiatives to build digital capacities.