The Role of Public Relations in Building the Public Image of Institutions Concerned with Scientific Affairs"A Survey Study of the Audience of the Scientific Care Department

Abstract

Based on this premise, the researcher sought to explore the role of public relations in building the public image of institutions concerned with scientific affairs, and to attempt to arrive at accurate scientific results. The researcher defined her research problem and objectives, namely, identifying the role of public relations in building the public image of institutions concerned with scientific affairs; understanding the prevailing public image of institutions concerned with scientific affairs; identifying the modern means and methods used to present the institution's activities to the public; understanding the public's assessment of the performance of institutions concerned with the affairs of gifted youth; and determining the importance of building the public image of institutions concerned with the affairs of gifted youth. The research aimed to identify the role of public relations in building the public image of the Scientific Care Department, to identify indicators of the public's perception of the Scientific Care Department, and to understand the methods and means employed by the Scientific Care Department. The researcher used a survey approach, categorizing the Scientific Care Department's activities on Facebook, in addition to completing a questionnaire distributed to 25 employees of the Public Relations Department within the Scientific Care Department. The researcher also used a scale to measure the prevailing public image of the Scientific Care Department. The researcher reached a set of results, the most important of which are:

1. Public relations relied on persuasive methods, and highlighting the department's scientific identity ranked first (89%). It was found that persuasive methods play a significant role in building the department's public image, highlighting its unwavering identity, attracting the public, and promoting the vision, philosophy, mission, and message of the government institution to the public.
2. Public relations relied primarily on scientific courses (91%), as they contribute to developing public skills. 3. Public relations focused on seminars and conferences, ranking first (91%). These events enhance their academic skills, as they facilitate the exchange of views and strengthen relationships between the institution and its audience, on the one hand, and between the institution and other institutions, on the other.
3. It was found that the Scientific Care Department's audience's primary source of information is their continuous monitoring of the website (93.33%), which advertises its activities.