دور العلاقات العامة في تحسين الصورة الذهنية للمنشآت الحكومية

Abstract

Abstract

This study aims at identifying the role of public relations in improving the mental image of governmental institutions (a descriptive analytic study with applicationon Civil Aviation Authority in the period 2011- 2014) , and measuring the effectiveness of this role to reach and objective evaluation to its activities and programs. In order to realize that, the study seeks to find the answers, the most important of which are the following: - What are the activities and functions that public relations in civil aviation authority practices, and what is the extent of its effectiveness? - What are the hardships encountered by the public relations in changing the public trends from negative to positive ones? - What are the future solutions of civil aviation to improve its mental image? The researcher follows the descriptive analytic method to assess, analyze, interpret, and infer results. For data collection, the researcher uses a questionnaire as a main tool, in addition to face- to- face interview and observation. In sample selection, the researcher depends on international or judged choice by selecting a number of interview entities, as they actually represent the relevant population. After investigation and analysis, the study concludes to many findings, the most important of which are the following: 1. The majority of the working force in the field of public relations are university graduates (with bachelors). 2. Public relation in Civil Aviation Authority is presided by senior management. 3. Existence of public relation, as revealed by the findings of the study is sovital to Civil Aviation Authority. Finally, the study recommends the following: 1- Necessity of directing information campaigns to identify the role of public relations in civil aviation authority. 2- Necessity of employing modern technical means in public relations programs to provide services in its possible best and simplistic picture. 3- Necessity to employ variant techniques to convey its message to internal and external populace.