دور العلاقات العامة في تطوير أداء المؤسسات الخاصة دراسة حالة شركة سكر كنانة في الفترة من 2018 م – 2019م

Abstract

Research Title: The Role of Public Relations in Developing the Performance of Private Institutions: A Case Study on Kenana Sugar Company in the Period 2018-2019 Researcher name: Bashir Abdel Mannan Omar Adam ( bdralkhiry@gmail.com) Degree: Higher diploma - International University of Africa – faculty of mass communication The research dealt with the role of public relations in developing the performance of private institutions. A case study on Kenana Sugar Company in the period from 2018 - 2019. The aim of the research is to highlight the role of public relations that it provides in developing the performance of employees of the Kenana Sugar Company, and to know the location of the public relations department in the organizational structure of the management of the Kenana Sugar Company, and to know the methods and means used by the public relations department in the Kenana Sugar Company to develop the performance of employees, and know the interest in the relationship management situation Public in Kenana Sugar Company so that it can play its role, and know the problems and obstacles facing the public relations department in Kenana Sugar Company. The research used the descriptive method and the method of analysis, and the research dealt with in four chapters, namely: Chapter One, the methodological framework for the research. The second chapter dealt with public relations in two topics, the first topic on the concept of public relations and its characteristics, and the second topic talked about the goals and functions of public relations and their principles, and in the third topic talking about the organization of public relations management. In the third chapter, he talked about the institutions and has three topics, the first topic dealt with the concept of institutions and their types, and in the second topic on the role of public relations in institutions, and the third topic dealt with public relations problems in private institutions and their future. As for the fourth chapter, it deals with the field study in four sections, in the first topic is an overview of the Kenana Sugar Company and its administrative organization, and the second topic on public relations management in the institution, and the third topic deals with the procedures of the field study, and the fourth topic is about the presentation, analysis and interpretation of data, and the researcher used the statistical belts program for science Social (Spss) for the purpose of data analysis. The study concluded for a number of results, the most important of which are: The study showed that the budget allocated to the Department of Public Relations is not sufficient, and the study demonstrated that public relations employ various media outlets to introduce Kinana Sugar Company, and is interested in publishing the various activities of Kinana Sugar Company through communication means, and that the organizational structure and public relations functions of a company Kenana Sugar is suitable for its position in its administrative structures with other departments. The researcher also recommends Kinana Sugar Company to pay attention to research, surveys and opinion measures, and the need for continuous training in the Kenana Sugar Company for public relations personnel, and for the company to be interested in motivating and rewarding employees, and the researcher recommends providing opportunities for managing public relations to use modern technologies in communication operations.