The Role of Modern Public Relations in Enhancing the Image of Media Organisations in Algeria

Abstract

This study examines how digital public relations (DPR) shape public perceptions of media organisations in Algeria through a case study of the Echorouk Group conducted between 1 January and 31 March 2024. A descriptive–analytical design was adopted, as it is well-suited to mapping organisational DPR practices and linking platform use to perceptual outcomes. A purposive sample was drawn from Echorouk’s internal audience, including employees across editorial, technical, and administrative units, to capture informed, practice-proximal assessments. Data were collected through a structured questionnaire aligned with the study’s axes and complemented by semi-structured interviews to provide explanatory depth. The findings indicate that Echorouk systematically leverages Facebook, Instagram, and YouTube to expand its reach, standardise information flows, and foster two-way engagement, thereby enhancing public perceptions of the organisation. A secondary finding highlights the diversification of digital tools and the appointment of a PR officer, both of which contribute to the professionalisation of DPR functions and reinforce image management. The results also underscore the enabling role of planning, cross-departmental coordination, and ongoing monitoring and evaluation in sustaining reputational gains. This study contributes empirical evidence from the Algerian media context and offers practical recommendations for institutionalising DPR capabilities within news organisations.