Digital transformation strategies and its impact on the efficiency of employees in public relations departments in order to enhance competitive advantage.

 
 
 
The research aimed at applying digital transformation strategies and its impact on the efficiency of employees in public relations departments in order to enhance the competitive advantage. Monitoring and describing the most important research problems and issues related to electronic public relations studies, and identifying the theoretical and intellectual frameworks of this research; A review of the various advantages and objectives of the fields of electronic public relations, at the level of both organizations and publics; and revealing the factors influencing the growing trends of organizations towards employing new media applications and technologies in the performance of various public relations functions; The study relied on the media survey method, which is one of the most prominent methods used in media research to obtain data and information that target the scientific phenomenon itself. It also used a questionnaire form for a sample of 100 individuals working in the administrative sector in Egyptian universities (public relations), who are Mansoura University, Cairo University, Ain Shams University, and Benha University, The study reached several results, the most important of which are: the extent of the importance of digital transformation strategies, and their impact on the efficiency of employees in public relations departments in order to enhance the competitive advantage, through the increasing effective role of digital transformation as one of the innovations of information technology in linking government and private sectors with each other, in a way that supports the implementation of business Shared partnership with flexibility and real harmony that is reflected in the quality of products and services provided to the beneficiaries through the clear interest of contemporary researchers in the field of digital transformation, towards enhancing competitiveness as one of the most important priorities, in keeping with the developments of the digitization era.