استخدام الوظيفة الاتصالية للعلاقات العامة في المؤسسات العامة و الخاصة في الأردن : دراسة مقارنة

الملخص EN

This study dealt with the nature of the communications function of public relations in public and private sector institutions in Jordan in terms of its functions and communication means.

This descriptive study employs the survey as a methodology and the questionnaire as a data collection tool.

The study adopted the purposive sampling method, whereby 50 institutions were selected, 25 of which were from the public sector while the remaining were from the private sector.

The results indicated that the public relations’ functions in Jordanian public and private sector institutions are vital, whereby all functions were given a rating of medium to high, and the roles came with high degrees of importance and a few of them came in intermediate grades.

The "communicative role" ranked first, followed by "lobbying", "explanatory role", "social responsibility" and "persuasive role", all of which attained high level of importance.

In the sixth place came the "negotiating role", then the "exercise of pressure", both of which are of medium importance.

As for the most popular means of communication in the public domain, the results showed that "newspapers" were the most used, with 23.8%, followed by "digital media" (22%), , Followed by "Radio" (12.5%), "Institutional Publications" (11.3%) followed by "Magazines" (10.7%).