Abstract:
This research aims to get acquainted with the concept of mental image, and to understand the methods and tools of public relations in building the mental image, clarifying the best use of public relations in building the mental image of private companies, and identifying the basic means of public relations used by the Sudanese Mobile Phone Company (Zain) in building the mental image of it Among its internal and external audiences. And measure the effectiveness of public relations in building a good mental image for Zain, and come up with recommendations to activate the role of public relations in the company. The researcher followed the descriptive method and the method of analysis, and examined the research in four chapters, namely: Chapter one, the methodological framework for research and previous studies. In the second chapter, it deals with the structure and composition of public relations. As for the third chapter, it dealt with the components of the mental image and the means of using and modifying it.
In the fourth chapter, I talked about the field study and first addressed information about the application (Zain), secondly about the methodological procedures for the field study, and thirdly presented and analyzed the data and information of the field study, and finally the results, recommendations, sources, references, and appendices, and the researcher reached the most important results: that public relations work on Building a mental image in private institutions, public relations is an important element in the Zain company to build a good mental image for it among its audience. Its presence as a management has become a necessity in private companies.
The researcher also recommended a number of recommendations, namely: Zain must establish fully structured sections for public relations in all branches of the company from within the state of Khartoum, to provide budgets for public relations activities within the company, attention must be paid to public relations management at the two levels (public - private sector) Zain must solve the difficulties and problems facing public relations work within the company. The public relations staff of Zain must be trained and provide the greatest opportunities for internal and external training. All public relations activities within Zain must be activated to gain a larger audience.
