استراتيجيات العلاقات العامة في إدارة سمعة المؤسسات غير الربحية : جمعية إغاثة أطفال فلسطين نموذجا

Abstract EN

the study aimed to identify the strategies used by public relations in managing and disseminating the reputation of non-profit organizations, as well as identifying to which extent the beneficiaries of the Palestine children's relief fund's services know about the use of public relations for reputation management strategies, and revealing the goals that public relations at the Palestine children's relief fund seeks to achieve by employing reputation management strategies.

it also aimed to identify the performance skills of the reputation management to influence the target audience, and to know to which extent the public relations at the Palestine children's relief fund uses the communication with its audience.

in order to answer the questions of the study, the researcher’s used the descriptive analytical approach, where she relied on the sources of information related to the subject of the study and analysis, and the study community is made up of all beneficiaries from PCRF services in Jenin, to achieve the goal of the study, the researcher used the collection of data by questionnaire, which was developed based on the theoretical framework and previous studies of strategies used by public relations to manage the reputation of non-profit organizations.

the results of the study showed that the computational average of the use of public relations strategies for reputation management strategies in the Palestine children's relief fund was large, indicating the percentage of (70.6%).

the degree of public relations objectives sought by the Palestine children's relief fund by employing reputation management strategies indicates that they are also significant, indicating the percentage of (73.6%).

it was found that the degree of performance skills undertaken by the reputation management to influence the target audience was significant, with a percentage of (73.2%).

the researcher’s has reached some of recommendations, the most important of are: seeking to increase the media efficiency of public relations in non-profit organizations, and increasing interest in reputation management strategies and competitive advantage, which contributes to enhancing the image of non-profit organizations between their audience, and the need to make more extensive studies on the subject of public relations strategies in managing the reputation of non-profit organizations in Palestine for their importance.