Communication Culture and Human Capital Development in the Algerian Public Institution: Towards the Imperative of Activating Digital Public

Abstract

This paper examines the reality of digital public relations in Algerian public
institutions and its role in building a communication culture. It highlights the necessity of
paying attention to human resources as an intangible capital for modern institutions and
organizations. In our field study, we used the descriptive approach to analyze the phenomenon
under study, using the questionnaire and observation tool to collect information and data on the
subject of the research paper. Our study concluded that it is necessary to invest in human
resources on the one hand and modern technologies on the other hand to build a communication
culture that contributes directly to achieving the goals of the public institution by working on
upgrading human capital as an essential intangible resource to adapt to all surrounding changes.