فاعلية العلاقات العامة في إدارة الأزمات بمؤسسات التعليم العالي دراسة وصفية مسحية بالتطبيق على جامعة السودان للعلوم و التكنولوجيا في الفترة من يناير 2017-يناير 2018 م

الملخص EN

This research paper aims at identifying the importance of public relations in educational institutions, and examining the possibility of activating them in crisis management.

accordingly, the paper is titled: the effectiveness of public relations in crisis management in educational institutions, taking Sudan university of science and technology as a case study.

the paper is based on three chapters: public relations and crisis management, crisis management and mental image and public relations and crisis management at the Sudan university of science and technology.

the researcher used descriptive analytical method and adopted the form of experts and specialists as a scientific research tool.

the results were analyzed using the statistical analysis program (SPSS).

according to this report, the most important results of this research paper are, lack of understanding of the role and importance of public relations role in crisis management at the Sudan university of science and technology, weak budget allocated to public relations by senior management at the university and poor training and development of public relations staff at the university.

the most important recommendations of this paper are: the need for a specialized crisis management team to effectively manage of crisis, organizing of specialized training courses on the most likely crisis management expected at the university considering that public relations are an early warning system for crises and increasing the effectiveness of public relations activities and programs to contribute to the positive performance of public relations in crisis management.