معايير تنظيم الفعاليات في إدارات العلاقات العامة بالجامعات السعودية : دراسة وصفية مقارنة على عينة من ممارسي العلاقات العامة في جامعات القطاعين العام و الخاص

Abstract EN

This study seeks to explore the standards of public relations’ administrations in the Kingdom of Saudi Arabia, in which they organize their events and activities.

Through a descriptive and comparative study, the researcher applied his study on the Saudi educational institutions represented by the Saudi public and pri¬vate universities.

This study has been applied on a sample consisted of 300 respondents distributed between (150) respondents from the public relations’ practitioners in the governmental sector, which represented by the universities of (Imam Muhammad ibn Saud Islamic University, King Saud University, Majmaah University, Princess Nourah bint Abdulrahman University, and Prince Sattam bin Abdulaziz University), and (150) respondents from the public rela¬tions’ practitioners in the private sector, which represented by the universities of (Dar Al Uloom University, Prince Sultan University, Al Yamamah University, Ar¬ab Open University, and Alfaisal University).

The results of the study showed that the differences between the public rela¬tions’ administrations in the public and private sectors in terms of the activities in which they organize have been as the following: the activities of ( confer¬ences) category ranked first ( 72.3%) followed by ( symposiums) category (65.7%), and followed respectively by the activities of (exhibitions) category (56.3%).

In terms of the goals that the public relations’ administrations seek to achieve from organizing their events, the study indicated that the goal of “ im¬proving the image of the institution” ranked first (93%), followed by the goal of “enhancing the relations between the institution and its audience” (84%), and followed respectively by the goal of “ attracting new customers” (67.3%).

Re¬garding the extent to which the public relations could follow specific standards when implementing their activities and events, the findings showed that public relations in the public sector came first (89.3%), followed by the private sector (78%).