مهارات التحدث لدى القائم بالعلاقات العامة و دورها في تحسين الصورة الذهنية للمؤسسة

الملخص EN

The speaking skill of the Public Relations Officer and his relationship to improve the mental image of the institution means focusing on his communicative ability inside the institution to express and arise those representations, perceptions and impressions that comprise the mental image.

The latter has to be positive so the institution succeeds.

Speaking is a skill that combines both innate and acquired abilities developed by the PRO to achieve his job’s objective.

This study seeks to highlight the relationship between the previous variables standing on deduction as a method moving from the general meanings of the communicative terminological concepts, towards realizing the role of the public relations officer’s speaking ability and its impact on the institution mental image and the institution