تأثير العلاقات العامة في مؤسسات القطاع الخاص على إدارة الأزمات : دراسة تطبيقية بجمهورية مصر العربية

Abstract EN

Introduction : Public relations activity is an essential activity in the life of organizations and a key factor in its efficiency and effectiveness.

The expansion of the activities and activities of the societies has led to a large and diversified growth in their organizations, increasing the need of each other and the need to coordinate with each other, Or in promoting their products.

As the science of management is concerned with the study of crisis management, where the crisis is known, whether political, economic, environmental, or health, and how it develops and the stages it goes through, which may end up in its riddles and evaporate, Leading to the dumping of the country into innumerable problems, unless addressed.

Therefore, this science proposes to countries to develop national institutions, including various relevant bodies, to be specialized in dealing with crises, and includes persons trained and ready to deal with the various types of crises that may be exposed to countries at any time.

This has been one of the ABCs of the administrative work of civilized countries that do not wish to resort to judgment in time of adversity, preferring professional work, which is not desirable ...

Human thought has come out of its imagination away from tackling the crisis.

Management experts invented the concept of "crisis management" Which has become popular, especially after the decline of the international system and its inability to control the behavior of its main actors, namely States and international organizations, and control a single force in the leadership of the world order, and imposed on the international community, which is living in chaos, evidence of his inability to Resolve a lot of international issues Of humanity, which have affected the fate of many peoples.

This expansion of the use of the concept of public relations has led to a diversity of meanings and multiplicity according to the purpose of its use.

Public relations are intended in the simplest sense to establish and maintain good relations between the Organization and its clients, so as to ensure mutual satisfaction, understanding and trust.

Crisis management is a modem method that was only known in the mid-1960s.

Crisis management stems from the assets of public administration, for what it does.

From the role in the face of public disasters, emergency and sudden, fires, floods, earthquakes and wars that meet the society and address the state with all that is estimated within the limits of material and human potential comes the importance of crisis management to understand and examine sudden and unexpected positions and readiness, and management in a positive and rapid manner and the least possible losses .

Research problem: The crisis is a critical and critical moment for the fate of the administrative entity, and a problem that represents a severe difficulty for the decision-maker makes it very puzzled.

Any decision made within the circle of uncertainty, lack of knowledge, confusion of causes and consequences, What may result from the crisis.

The crisis also reflects the position and situation faced by the decision-maker in the administrative entity of the organization in which the events are inextricably linked with the reasons for the results, and the decision maker loses its ability to control them or their future trends.

The crisis is a challenge and a conflict between the decision maker and the crisis-making powers.

Or pressure forces and threaten the security of the administrative entity.

At present, the Department of Public Relations has received a great deal of importance in business organizations as it is a key factor in the success and survival of organizations.

But remains a major problem that the researcher sees and also faces business organizations today from the formation of an integrated system in various activities to make the management of public relations a real interface based on showing the good image of the organization to all and highlight the role and importance of public relations management in dealing with crises and types of treatment.

The importance of studying: The importance of this study stems from the great importance of the management of public relations and its important role in business organizations that deal with individuals and groups, especially those that are active or have a direct relationship with customers.

Public relations are not limited to organizations and clients but extend to those who have no connection or They are dealt with directly but are likely to become related either sooner or later.

Where public relations play a prominent and tangible role in the consolidation of relations between all these parties and are linked on the basis of appreciation and respect and the desire to continue dealing.

Once the Public Relations Department plays this role, it achieves many advantages and rewards that are reflected in one way or another in sales growth and increased purchase of goods and services by customers.

Objectives of the study: There are several objectives that this study seeks to achieve.

Among the most important of these objectives are the following: • How to deal with crises and develop appropriate plans and solutions through the work programs of the Department of Public Relations.

• Drawing up the philosophy and strategy of managing public relations for future crises.