The Impact of Political Change on the Practice of Public Relations in Sudan

Abstract

Purpose of the paper: The study aimed to evaluate the impact of the political change that occurred in Sudan on the practice of public relations. Methodology: The descriptive analytical approach was used to obtain the results, and it is defined as a method of analysis that focuses on sufficient and accurate information about a particular phenomenon or topic or a known period. The questionnaire was utilized as one of the tools that are used in the descriptive research to obtain the primary data and then analyze it. Findings: The study concluded that the practice of public relations in Sudan needs a more democratic environment, which helps the independence of public relations.The study also found that the intellectual and cultural shifts that accompanied the political change had a positive impact on the practice of public relations. This study indicates that the environment directly affects the practice of public relations, especially during political change. The study also emphasizes the importance of continuous training and education of public relations practitioners to deal with environmental change, especially political change. Therefore, public relations practitioners who work in public institutions should consider that successful public relations practice will be measured by its contribution to social advancement and the creation of harmony and consensus among the components of society. Originality/value of paper: This study contributes to providing a detailed assessment of the reality of public relations practice in Sudan before and after the political change.