اتجاهات ممارسي العلاقات العامة في البنوك اليمنية نحو برنامج المسؤولية الاجتماعية

Abstract EN

The main objective of this research is to identify the trends of public relations practitioners in Yemeni banks in their governmental, private and mixed sectors, towards social responsibility programs, as well as revealing the reality of their role in implementing these programs, as well as monitoring the most important obstacles they face when implementing social responsibility programs.

This research comes within the descriptive research, as the tow researchers used the questionnaire as a main tool in collecting data, of Non- Probability Purposive Sampling from Public Relations Practitioners in Yemeni Banks consisted of 33 respondents.

The study found a number of conclusions, most notably: that public relations practitioners in Yemeni banks do not have the right to make decisions related to the implementation of social responsibility programs, and the results showed that their roles when implementing social responsibility programs was limited to encouraging the adoption and sponsorship of these programs, and providing advice to senior management.

On the other hand, the general trend of public relations practitioners in Yemeni banks toward social responsibility programs was positive, with a percentage of (87.8%) of the study sample.