Communication skills of public relations practitioners and their effect on activating university activities (University of Baghdad as a model)

Document Type : Original Article

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Abstract

The departments of public relations in any government or private institution are of the most important departments that reflected the results of its work positively or negatively on the reputation to the extent of trust and credibility of the internal and external audiences. The workers in these departments have the communication skills that qualify them for this role of marketing communication message and these skills are different from one person into another depending on the communicative attitude. The skills have two criteria: The Target of communication and The Speed. There are factors to achieve control: the theoretical preparations and the subjective preparations such as the personal, psychological, social and mental qualities acquired by the individual genetically, identifying the self and mental abilities.The individual, who characterizes with social intelligence, the ability of good language, has a successful communication with the public internal and external institution. Hence, this research sheds the light to the communicative skills in public relations. The researcher has chosen Public Relations Department/ University of Baghdad as a representation to the survey of communication skills in marketing of message in this department. This paper consists of systematic research framework in terms of identifying the research problem, its formulation and the goal as well as the method of survey (the descriptive and the analytical), which was adopted in this study . Theresearcher designed the questionnaire as a main tool for gathering information and data to achieve the research objectives in identifying the level and the types of media marketing skills possessed by public relations journalists at University of Baghdad and its impact on activating the activities. The theoretical framework dealt with the communicative and marketing skills. The study included two main axes: the primary data for respondents according to gender, age, academic achievement, exact specialization and social status, and the second: the questions about communicative skills. This study examines the level of the public relations skills to Baghdad University workers, identifying the types of skills of these workers in marketing the messages in University. The paper has got a number of important results

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History

  • Receive Date: 06 October 2018
  • Revise Date: 15 October 2018
  • Accept Date: 28 October 2018

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