Summary of the book "Public Relations .. Theories and Practices"
, Vol.8
, Thirtieth Issue
PP:000
Authors:
Dr. Oqba Abdul Nafeh Al-Ali-,Public Relations & Advertising Department,Mass Communication Faculty,Omdurman University
Abstract:
Public relations have witnessed in recent years very important developments and major shifts in theories and practical practices, and this interest has increased, especially by organizations and institutions in the governmental and private sectors, in a way that public relations have not seen before, as a result of technological, political, economic and social changes. Public is a necessity in these organizations and institutions based on many scientific theories, professional and ethical practices.
The book "Public Relations .. Theories and Practices" dealt with the theoretical aspects and practical practices of public relations and to clarify the importance of the role that it can play in the development of organizations and institutions.
The book dealt with many topics related to public relations, its origin and development, modern concepts of public relations coupled with experiences, practices and practical experiences, which contributes to keeping pace with modern developments in the field of using modern communication technologies and means.
In its first chapter, the book dealt with the emergence and development of public relations since ancient times until public relations appeared as an independent activity with the beginning of the Industrial Revolution, and the term relationship was used for the first time in the modern era by the American writer and journalist IVYLEE Evie Lee, who was dubbed (the father of public relations). Until the beginning of the fifties of the last century, public relations societies appeared in the United States, France, Australia, Belgium and Italy.
In this chapter, the book also reviewed modern concepts of public relations and their definition, and the various fields of public relations: economic, political, administrative and social. It also covered public relations practices in various sectors.
In the second chapter, the book reviewed in detail the functions that the Public Relations Department should perform, the objectives that the Public Relations Department is working to achieve in the various sectors, and the characteristics that distinguish them.
The book spoke in the third chapter about the organization in public relations, what it is and its characteristics, and the importance of organizing public relations in defining the terms of reference, powers and responsibilities, and placing the public relations department in the organizational structure within organizations and institutions.
The fourth chapter deals with the means and activities of public relations, reviewing the concept of means, methods and the main tasks of the Public Relations Department and its great role in promoting organizations and institutions, through modern electronic means and social media sites.
It was necessary to single out the fifth chapter to talk about the mental image, its definition, its concept, the factors affecting the formation of the mental image and the importance of the mental image in organizations, institutions and special effects in the formation and strengthening of the mental image.
In the sixth chapter, the book reviewed public relations in the private sector (institutions and companies) and its need for a specialized public relations department to achieve the goals of institutions and companies, and this is what the seventh and final chapter dealt with regarding the importance of the employees of the Public Relations Department specializing in this science and continuous work on their training and development.
In conclusion, the reader of this book will benefit greatly in view of the useful information contained in the positive approach to the science of public relations and its practice in light of these circumstances in which things have changed and in which the traditional means have disappeared and are replaced by the modern means governed by the information and communication revolution in the new media community and its various effects.
Key Words:
PR
Research Language:
Arabic
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