Problems, obstacles and solutions to develop and improveelectronic Public Relations

Technology development in producing, processing, releasing and usage of information caused a deep change in relationshipbetween humans and organizations. Now a day in developed society, organizations move toward by use the strategy of dataand relation technology in the realm their goals. In the meantime, Public Relations as the most basic and most important unitof any organization plays the role of informing and a strong communicating bridge between staffs organization and externalmilieu. This unit can be the corridor for changes and provide necessary awareness for accelerating the change process bytraining instruments it holds. Also public relationship or necessary skills can be effective in top management so thatmanagement be accompanied in change processing. If we accept that use of data technology and relationship in a basicchange is positive and effective, with the adoption, public relations find a new face that one way of providing of this new faceis changing public relation from traditional to electronic. The electronic public relation can firm its activities with detailedplans measurement by data technologies and communicative with quick Informing and on time and considering to Pivotal ofaudience, so that by providing optimized services, clarification of the information, leaves a sense of trust and good mentalpicture in internal and external dimensions of the organization. The basic purpose of this essay is surveying of effectivefactors electronic public relation and also we try to offer the meaning, benefits, limitations and challenges facing electronicpublic relation, to the extent possible.