فاعلية العلاقات العامة في معالجة الأزمات بالمنظمات الدولية : دراسة وصفية تحليلية بالتطبيق على جامعة أفريقيا العالمية في الفترة ما بين 2017- 2019م.

Abstract

This research is entitled "The effectiveness of public relations in dealing with crises in international organisations" descriptive and analytical study applied to the International University of Africa during the period from 2017 up to 2019. Prepared by: Mahbobullah Abdullah jan, Masters degree, International university of Africa, Sudan. Email: mahboballah@gmail.com The importance of research comes from the reality of the current society’s interest in public relations and its employment in various institutions, especially those have a direct relationship with the public, so this requires activating its role and highlighting it, also need to take care of it as an important management in the organisational structure of any institution that helps in implementing the strategies of that institution based in studies and evaluation research that lead to good reputation and management. Through this study, the researcher intends to study the effectiveness of public relations at the International University of Africa in dealing with its crises, especially the university is characterized by privacy as an educational institution, an international organisation with a multi-ethnic audience representing all segments of society. This research contains two part “theoretical and applied”, also researcher used descriptive and analytical method. This research contains four chapters as the follows: chapter one: research methodological, chapter two is entitled: Public Relations, which includes three topics, first topic: conception and origin of public relations, second topic: characteristics and objectives of public relations, third topic: Principles and functions of public relations, and the role in dealing with crises. Chapter three entitled: Addressing crises in the organisations, and this chapter included three topics, first topic: the conception of crises, their types and characteristics, second topic: the conception of organisations, types and characteristics, third topic: Strategies for dealing with crises in organisations, chapter four, included field study that showing identifying the location of the application and explaining the methodological procedures, included research sample that carefully selected according to what is in effect, so researcher limited the number of university community in (14665) contains students, teaching staff, employees, Labours, each category was carefully calculated, researcher has chosen the intended sample which is showing scientific percentage of the selection, the number of 374 respondents was distributed according to the categories of the research community. This study concluded several results as follows: Public relations at the university confirmed that they are exerting their efforts and endeavors to improve the mental image of the university, in addition to the university's media platforms have an important role in communicating the institution's message to the internal and external community, also attention must be paid to training, qualification and upgrading the skills of employees in the Public Relations Department in institutions, attention to conducting research and exploratory studies to get acquainted with the reality of society that the institution deals with, public relations should pay attention to the future planning of any institution to create a good mental image and avoid problems and crises.