Is the management of places where the decor is like the owner of the company or the director of the Foundation wants to Ejammlh staff, because they do not go out without being pursuant to any tasks. That is the mental image, which was until recently printed in the minds of public relations in the Arab region. But due to the severity of Arab institutions to compete in the market economy, and sought to attract a slice of the market, institutions have become interested in whatever its industry a positive image of the majority of consumers, and assess the understanding of the nature of the institution. In addition, the development of relations within the organization, including improving the productive performance as a whole, public relations management tool to help evaluate the positions of internal and external public institutions, and help to achieve convergence between the policies and procedures of the institution and the interests of its audience.
Hence, developed public relations in the Arab region to become an emerging industry, indicate the International Association of Public Relations in 2005 that Arab companies member of 85 companies, accounted for Saudi Arabia the largest number of them, the 32 companies, followed by Egypt (18), followed by Kuwait (15 ), UAE (5), Bahrain (2), and then to Lebanon, Sudan and Syria (1) each. It does not have specific figures on the size of the industry that provide jobs and new sectors, young people can not work where, but the establishment of this type of company, too.
Consumer Service Centers
In the opinion of Dr.. Abd al-Muttalib Abdul Hamid Mr. Sadat Academy for Administrative Sciences in Egypt, could understand the concept of public relations began to change to this growing number of companies in the Arab region. He points out that there are core functions of public relations which satisfy the customer, “customer”, and the community, and employees within the organization. One of the manifestations of change Imahha d. Abd al-Muttalib in dealing with Arab public relations, is the emergence of customer service centers, as a public relations activities with many private sector companies, and these centers whose sole purpose is the comfort of the client, and build bridges of trust between the company and the client. In contrast, government institutions are still unable to recognize this important role, as evidenced by many of the decisions taken, and then canceled because it did not take into account the public did not know the trends.
7 departments
But how can achieve the functions of public relations, in this regard indicates d. Ajwa Ali Professor of Public Relations, former Dean of the Faculty of Mass Communication at the University of Cairo to the need for the presence of 7 departments of a company that specializes in public relations, with specific functions, these departments are:
- Manage media relations, and is responsible for liaison with the media and to prepare reports about what is published by the Foundation.
- Management of public affairs, and organizes periodic meetings with analysts to inform them of the development of enterprise financial and investment projects to strengthen relations with them and attract new investors.
- Department of Consumer Affairs, which is closer link with customers and to the preparation of publications showing the benefits of the product or service offered by the institution.
- Department of Legal Affairs, as they follow laws and regulations relevant to the organization and preparation of studies in this regard.
- Department of Internal Affairs, to follow up complaints and grievances of workers and the preparation of programs of social activity, cultural and sport.
- Active management, a private organization of exhibitions, seminars and facilitate the travel of officials of the institution.
- Management of the design and production, which is taking over responsibility for the production of technical publications and visual material, newsletters, brochures, and video.
Public Relations Officer
To be able to manage public relations to do those tasks referred to by Dr. Ajwa, must be available in the public relations man determined by several factors working in this area. Vmamed Elkoussy owner of a public relations firms said: “The idea is taken from public relations man is that he is responsible for ending the interests of the institution in some quarters, depending on personal relationships with their employees, actors, and therefore the prestige and personal relations wide are prerequisites for workers in the area. While we acknowledge the importance of these features, the public relations man says Elkoussy must be available when the other attributes, including the ability to deal with all segments of society, so educated with an intellectual, and come down to the level of thought of a simple man when needed, and should have the awareness of organizations working community, as well as political and intellectual currents, and must be supported by all that there is a high awareness of the regulatory position to convert plans and proposals into reality during the time period identified in advance.
Consistent Nagwa Emad Her one public relations firms with the above, but adds other specifications, it must not treat public relations officer from the premise that employee has the dates of attendance and leave, this is the first by the failure, but should be generated has a sense of responsibility, which makes his departure of the work associated with terminating the task assigned them, and not by the time to leave .. As it should – from the viewpoint of Najwa – that has generated the feeling that a company that works is the company, and therefore its success is his success, it would make him interested in each task undertaken, and is keen to be completed to the fullest.
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