واقــع العلاقات العامـة في مؤسسـات التعليم العالـي الحكومية في محافظات غزة من وجهة نظرالعاملين وسبل تطويرها

الاغا, شهناز عبد الكريم مطر (2015) واقــع العلاقات العامـة في مؤسسـات التعليم العالـي الحكومية في محافظات غزة من وجهة نظرالعاملين وسبل تطويرها. Masters thesis, الاكاديمية.

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Abstract

The study aims to identify the reality of public relations in public higher education institutions in the Gaza Strip, and the differences in the performance of public relations between the three public higher education institutions (Al-Aqsa University, Science and Technology University College, Palestine Technical College) where are represented in the following six domains: the importance and status public relations, public relations success in achieving its objectives, public relations functions, the methods and approaches used in public relations, programs and activities that carried out by the public relations, and the most important constraints facing the public relations. The researcher used descriptive analytical approach to achieve the objectives of study, and the basic tool of the study is a questionnaire ,which consists in its final at (120) items, are distributed on six domains, where the study was applied to a sample of (114) of the council of universities , heads of departments and deans of colleges, public relations employees, were selected in a manner comprehensive survey of the study population, as well as a personal interview, the researcher designed based on the results of the study. The researcher make sure of the validity and reliability of the study tool through exploratory sample of (30) employees. The researcher used the Statistical package for Social Sciences program in analysis the data, and relying on averages, relative weights, one sample test t, independent sample t test, analysis of variance test, tests for following comparison (L.S.D) and Scheffe. After Appling the study shows the following results: 1- The level performance of public relations reached a rate (67.72%) in public higher education institutions in the Gaza Strip, which is below the default level set by the researcher (80%). 2- Public relations have the importance and status among senior management government higher education institutions in the Gaza Strip by medium weight and relative amount (70.958%). And there are no statistical significant differences in the importance and status of public relations in different educational institution differences. 3- The relative weight of the area of public relations success in achieving its objectives reached an average level and by (68.244%), and there are a statistical significant differences in the ح success of public relations in government institutions of higher education in achieving their goals, and these differences in favor of the University College of Science and Technology, and Palestine Technical College. 4- The public relations in government institutions of higher education do not carry out the function at the required level where it reached the relative weight of all the public relations functions representing (68.298%), and the results showed that the relative weight of the search function (62.614%), while the relative weight of the function of planning, bringing (67.991%), and the relative weight of the function execution (71.375%), and reached the relative weight of the function of coordination from the standpoint of the three workers in educational institutions (70.651%), while the total weight of the function of the relative Calendar (68.56%). The results also showed that there are no differences between public higher education institutions in the sector in its functioning. 5- The degree of using public relations techniques required reached a rate of (66.536%), the lowest percentage of the required level, and show the existence of differences in the use of public relations techniques and means attributed to the educational institution, and that was the differences in favor of the Palestine Technical College relative weight was (72.64%), and the University College of Science and Technology relative weight was (74.252%), while the relative weight of the University of Al-Aqsa (62.042%). 6- The degree of implementation of public relations programs and activities amounted to a rate (63.006%), and this percentage is low than the expected level. There are no differences between public higher education institutions in the Gaza Strip show in the implementation of programs and activities. 7- The public relations face many challenges and constrains that reached the degree of these constraints (67.162%). 8- There are a statistical significance in the constraints faced by public relations in government institutions of higher education due to university, and these differences in favor of the Al-Aqsa University. It was found that the constraints faced by public relations at Al-Aqsa university (70.1274%) , While the degree of constraints faced by the University College of Science and Technology(67.548%), While the obstacles facing public relations in Palestine Technical University(57.548%). ط The researcher concluded a proposal to progress the performance of public relations. And in the light of the study results the researcher recommends the several recommendation as the following: 1- The need to training on designing and implementing public relations programs for employees of public relations. 2- The need to reconsider the organizational structures of the institutions of higher education, and attention to the development of an organizational structure gives independent public relations department wider powers and new tasks. 3- The need to strengthen the relationship between the departments of public relations and community institutions, whether civil, or government.

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