Abstract:
The research dealt with the effectiveness of public relations in achieving the goals of service institutions, an analytical descriptive study by applying to the "Sudatel" group of communications in the period from "2016 - 2018" where the descriptive approach, the analysis method and the statistical approach were used through the questionnaire as a main tool to obtain field information and the research sample was chosen from the workers They are the internal and external audiences of the "Sudatel" group of communications, as the number of the respondents reached "80" workers and workers from the internal community. The researcher used the statistical program to analyze social science data, "statistical packages for social sciences" "for the purpose of analyzing" Data The statistical method used to process the data was the percentages. The research problem represented in the overlap of some public relations management functions and functions with some other departments and the work of non-specialists in the public relations profession without a scientific background or a systematic study in many service institutions, so the researcher saw the highlight of the role of public relations management in service institutions by applying to a group " Sudatel "for communications with the aim of evaluating their performance according to a firm scientific vision. The study included four chapters, the first chapter: the methodological framework for the research "research plan", the second chapter: dealing with the structure of public relations, the third chapter includes service institutions the concept, characteristics, goals and the role of organisational communication, while the fourth chapter: dealing with the "applied" field study. The study concluded for a number of results, the most
