أثر العلاقات العامة في بناء الصورة الذهنية : دراسة تطبيقية على العاملين ببنك النيل-السودان

Abstract EN

we opt to clarify the role that public relations have in building organization’s mental image from the interactive role they play between organization and its community, in order to achieve a positive understanding between them.

So that, their impact have been reflected in a good organization’s mental image based on the communication methods practiced in it, This gave rise to the idea of presenting this paper that aims to study the relationship between the public (community) relation and the mental image of organizations by examining a practical example “Neel Bank, Sudan”.

Thus, this study was based both on a descriptive approach and on a case study approach.

Data is acquired through a list of statements proposed to 90- bank officer.

The questionnaire was managed according to our objective and selected sample, The empirical results demonstrated that a relationship exist between the recent researches and the mental image.

In addition, there is a link between planning and mental image, Finally, some recommendations may be noticed in the end of this paper, such as, On the one hand, organizations should expressed interest in the concept of planning a public relations activity, on another hand, this activity should have been well used in order to reach the required effectiveness, Organizations should contact and communicate with their community in order to be fully familiar with the factor affecting their perceptions and its reactions to the activities offered by organization and its acceptance or not as the primary determinant of whether it is successful or not.