دور بحوث العلاقات العامة في تطوير الأداء المؤسسي : دراسة ميدانية على عينة من المؤسسات الخاصة بمنطقة مكة المكرمة

Abstract EN

The problem of the study was to know the role of public relations researches in the development of institutional performance.

Sample of the study: The study population is a public relations officer in the private institutions of Makkah Region.

The sample was selected according to the sample available and the number of samples were (102).

The methodology: The researcher used the descriptive analytical method through the survey-using questionnaire as a data collection tool.

Results of the study: were the clarity of lack of interest in the research function in the management of public relations compared to other activities (planning, organization of exhibitions, courses, publications).

One of the main reasons for conducting public relations research was to measure customer satisfaction with the services provided by the institution and evaluation of institutional performance.

The study proved that the most important types of researches conducted by the institution is the measurement of general opinion of the employees then the collection of basic data and the most needed researches of the institution is the evaluation of institutional performance researches, Public relations researches are used frequently in times of crisis.

Institutions use research centers and universities to increase the performance of the institution or in the absence of a special department for research.

The most important obstacles to public relations management when conducting research are the absence of trained specialists as well as the lack of awareness of the management concerning the availability of financial expenses and also taking a very long time to act.

The study also tested several hypotheses.

The results were as follows: A positive relationship between the rate of conducting public relations research within the institutions and the level of public perception of the role of the officials of public relations in the development of institutional performance.

It was found that there is a significant difference between the number of training courses and the level of the public relations administrative team for the levels of conducting researches in the public relations management department.

However, it is not clear that, there is a significant effect on the variables of the type and the activity of the institution and the years of experience and modernity or seniority of the institution to conduct researches.

The results showed a statistically significant correlation between the understanding of samples of the importance of researches in the development of institutional performance and the level of utilization of such researches.