The Role Of Public Relations In Advancing The Status Of University Work

Abstract

The human nature does not live in isolation from people, but circumstances require life to communicate with others and cooperate with them, while communicating with others and cooperate with them, either to leave the person a good impact for the rest of the people, or to leave a bad impact, if left a good impact helped him to Spend his work quickly and with less effort and vice versa. Thus, adapting individuals and groups to social reality is important and an indispensable necessity for the common good. This is the case for any organization. It does not live in isolation from the public and the surrounding society. It needs it and needs it. There must be good relations between them, and each knows the importance of the role played by society. Without the good connections between the organizations and the surrounding public or the surrounding society, they can not guarantee peace and stability, and the larger the distance between them and their audience and society, the more urgent it becomes to know the views of thousands or millions of individuals and groups. And then explain them to them in order to gain their trust and respect and support and this is what the Department of Public Relations does. Public relations, scientific insight is a social phenomenon based on its activities to interactive processes, in order to find the psychological effects related to the motives and human needs of the human personality and its components, and the trends of individuals and their different tendencies and methods of measuring these trends and ways of influencing them, so they are based mainly on the recruitment of elements These elements are scientific research, planning, coordination, communication, and evaluation, to achieve certain effects in the patterns of behavior of a particular audience, with the aim of achieving predetermined goals. Which is sometimes known as the engineering of behavior, which means a method or method the American scientist Skinner in 1955 to launch this label with the intention of similar with the technical methods used by engineers, the purpose is to subject these methods and use in the management of human behavior and control or control behavior.   Public relations are an important aspect of the work of institutions at the present time and are more specific in government institutions because of the enormous burdens and responsibilities of the community, as well as the need for good relations between the organization and the public by informing them of the facts, information, objectives, policies, programs and plans of the organization. And to convince the public of the importance of the efforts of government institutions to serve the citizens