العوامل المؤثرة في ممارسة العلاقات العامة في المؤسسات التعليمية المصرية و البحرينية

Abstract EN

The study aimed to identify the practice of public relations in the Egyptian and Bahraini educational institutions, by applying to an available sample of 237 in the departments of public relations in these educational institutions, and the researcher used the questionnaire tool to obtain information on the subject of study.

The study reached many results, the most important are:
The study revealed the importance of using modern means of communication such as the Internet and social media in practicing public relations.

In light of the tremendous revolution in the digital technology market, the most important of which is Internet technology, it has become imperative for institutions to benefit from it, develop their business and communicate with the public more closely.

It became necessary for the public relations department in the institution to adapt to modern means of communication, including social networks.

The results revealed that most of the activities practiced by public relations are confined to the traditional work of practicing public relations, such as: facilities work (reservations, passports, clearance, commentary), holding exhibitions, carrying out media campaigns, lectures, seminars and conferences, magazines, publications, brochures, internal bulletins, magazines and publications.

Leaflets and brochures for external distribution, targeted competitions.

The results revealed that the public's attitudes towards the practice of public relations in Egyptian and Bahraini educational institutions are represented in many aspects such as: improving the level of communication with the external public, facilitating opportunities for establishing joint cooperation between public relations practitioners and the external public, public relations can build relationships with the main influencers on social media sites to reach a specific target public, activate the participation of the external public in the decision-making process.