دور العلاقات العامة في إدارة المخاطر : دراسة وصفية على عينة من إدارات العلاقات العامة في المؤسسات الصحفية العربية

الملخص EN

This study seeks to examine the role of public relations in risk management in terms of its ability, and its reliance on methods of forecasting, strategies and techniques.

The study has been applied on the public relations administrations of the Arab press institutions (Egypt and Saudi Arabia).

The problem of this study grew out of the main question of: What is the role of public relations in risk management in the Arab press institutions? To achieve the objectives of the study, the researcher conducted a comprehensive survey of the press organizations in Egypt and Saudi Arabia, which reached to 21 governmental, private and mixed institutions.

He also conducted a field survey on all public relations practitioners in these institutions, using the interview questionnaire, which their number reached to 100 respondents.

Although the Public Relations administrations of the Arab press organizations suffer severely from lack of qualification in risk management, the study findings concluded that they rely heavily on risk forecasting methods such as team participation, consulting experts and specialist, brainstorming, safety analysis, and that they have a high capacity for risk management , and strongly manages the general and institutional risks through a preventive plan to keep the reputation of the institution and reduce the negative impact of the risks.

They use the following coping strategies: risk avoidance, risk enhancement, risk taking, the benefit from risk opportunity, and alleviation of risk severity.

Also, the public relations administrations of the Arab press organizations use the following media strategies: response and defense; confidentiality, reservation, and social culture, meaning building, information adaptation, and focus strategy.

They also rely heavily on the following means of communication that included: lectures, conferences, symposiums, and their accounts on social networks, the new media, newspapers and magazines issued by the institution, newsletters, and the website of the institution.

The results of the study have supported their suggested hypotheses in which there is a correlation relationship between the degree of public relations ability to manage risks and the objectives, the degree of reliance on forecasting methods, media strategies and risk coping strategies.