مهارات القائم بالاتصال في العلاقات العامة وأثرها في تعزيز كفاءة الاتصال التنظيمي دراسة وصفية تحليلية بالتطبيق على عينة منمبولاية الخرطوم المؤسسات في الفترة ما بين 5102 5102

Abstract

The importance of the study comes from the core role of communicator in the communicative process and the efficiency of the communicator at the higher management of the corporation to close views between it and other Employees within the corporation with the highlight of the most important elements for the administrative process is the organizational communications, because it obtains the negative aspects that reflect on the general performance of the corporation and how to find a positive (mental) image about the corporation for its internal and external mass. The researcher used the descriptive approach and method of analysis, the research problem summarized that there is incompatibility between those who work in public relations and higher management in some corporations , as they consider that there is incompatibility between the qualifications of workers in this area, which created dissatisfaction of jobs in the governmental corporations that resulted from not admitting of position of the professional Administrator adequately. The study was divided into four chapters of the first chapter , the methodological framework the second chapter includes the communicator in public relations and the third chapter on organizational communication , the fourth chapter include the applied study of the class and the conclusion of the results. The study reached for several findings, the most important there is great integration of the public relations administration and it is often related to office of the General Manager of institution. The lack of public relations in its scientific manner has led great obstacles to organizational communication in the Institution, ensuring that the succession of Managers who occupy jobs long time at Institutions often weaken the management of public relations as they remain or leave according to what the new chief think it’s significant as administration or not, as interdependent of sections and interruptions in working areas among the Administrators, this weaken the management of public relations, and therefore lack efficient of organizational communication within the Institution. The study made a number of recommendations, the most important was: increasing of training courses for the workers of public relations and organizational communication and to allow opportunities for contact national and international experiences by the participation in external meetings, conference, and seminars, and employ staff related to the institution with necessity of the specialized academic qualification for practitioner of profession to be in a scientific basis, and to activate the role of professional associations for public relations, thus helps the promotion regarding to the job and implement ح professional communication among those who communicate with them through these association internally and externally