The Role of Public Relations in NGO’s institute PCOM as a case study

Abstract

Modern organisations seek to identify the needs of the public, and look forward to gaining the confidence and support of their audience, and that is one of the fundamental duties of public relations and evidence of its success. Hence, the value of public relations to exists in the relationships developed with strategic public, and building a respectable reputation of the organisation in the public‘s minds. The purpose of this study is to gain a deeper knowledge about the role of public relations in the NGO’s to explore whether PCOM’s PR success in achieve good reputation with its audience. And to take benefits from their experience in this field. The study has used a quantitative survey method where the purpose will be achieved by questionnaire that used to gather data from the respondents. The results of the study indicated that PCOM had achieved an acceptable part of its goals, and that was able to create kind of positive reputation with its audience, despite the fact of lack access of PCOM messages and services to all segments of the public. The result has noticed a clear confusion between public relations and advertising functions, and there is a kind of unfamiliarity with the PR strategies. The study recommend PCOM PR to consider evaluating their strategies and its means to determine if the audience are learning and understanding what they recommend, as PCOM has to activate the role of the organization in the establishment of cultural and social activities and taking into account the good planning and pre-provided programs.

Key words: Public Relations, PR, media, Reputation, NGO’s, PCOM