الإعلام التفاعلي ودوره في أداء العلاقات العامة في البنوك السودانية

Abstract

The study dealt with the issue of interactive media and its role in the performance of public relations in Sudanese banks. Omdurman National Bank adopted as model for the study because it was one of the banks that was found with the developments of the information and communication revolution in the early nineties. The aim of the research is to identify the role played by public relations in financial institutions (banks) and the functions that contribute to keeping pace with the desired development and increase the ability to compete. The research followed the analytical descriptive method through the internal audience form (clients - workers) for the purpose of obtaining the basic data and then analyzed through the Statistical Package for Social Sciences (SPSS). The research concluded a number of findings, the most important of which are: Although the importance of interactive media in the service of public relations objectives of the bank, but the study proved the weakness of the recruitment of interactive media in the required manner, the employment opportunities are still available if it is based on the specialists. The most important recommendations were as follows: The Public Relations Department of the Bank should pay attention to recruitment in accordance with the professional specialties and continuous training to raise the capacity. The Bank should work hard to activate the website and to integrate it with the counterpart sites in order to activate the electronic services.