فاعلية أنشطة العلاقات العامة في مؤسسات التعاون الدولي

Abstract

This research entitled: “The effectiveness of the activities of Public Relations in the International Cooperation Institutions” is an analytical and descriptive study of samples of the Administrations of Public Relations in the following International Cooperation Institutions in Khartoum: Arab Authority for Agricultural Investment and Development, Arab Bank for Economic Development in Africa, The German Societyfor International Cooperation and General Directorate of International Financial Cooperation of the Ministry of Finance and National Economy of the Republic of the Sudan, and a random samples from the general public. In addition, the researcher used a questionnaire, interviews and fieldwork for collecting data. The researcher aims from this study to find out an answer to the following questions: Is there any clear and understandable role for Public Relations in International Cooperation Institutions? What kind of role does it perform, and how to measure its success? And also aims to investigate Public Relations activities in International Cooperation Institutions and to design a conceptual frame for the importance role of Public Relations in those institutions, in order to determine the fundamentals that pave the way to prepare and enforce communication activities in the scope of the work of these Institutions. So, the researcher used the descriptive method, a questionnaire, interviews and fieldwork for collecting data. The research has been divided into four chapters; the first one contains the methodological frame of the research, the second one includes an introduction to Public Relations, the third one contains the activities and roles of Public Relations in the Institutions and the fourth chapter contains the field study, which include the case study, findings and recommendations. The research has a number of findings and one of the most important is that in most of International Cooperation Institutions studied, the Public Relations Administration has a separate budget, but the budget set for the communications activities is insufficient and it represents the main obstacle and issue in Public Relations, and according to the most of the staff of Public Relations respond, the most common method used in communications for both the clients of the Institution and the general public are: personal contacts and direct mails. Also, the result of the questionnaire shows that (55%) of public relations administration is not interested in research, but (55%) care about scheduling their programs and activities of which (81%) depends on periodical reports and follow up measures.