دور العلاقات العامة في بناء وتعزيز السمعة المؤسسية

Abstract

This

study aimed to highlight the pivotal role of public relations in building and enhancing corporate reputation through analyzing the tools and strategies employed. The study population consisted of employees working in public relations within Iraqi telecommunications companies, using simple random sampling methods. The sample size reached 390 individuals who responded to the questionnaire. The results revealed a high level of public relations with a mean score of 4.122 and a standard deviation of 0.770, and a very high level of corporate reputation with a mean of 4.249 and a standard deviation of 0.676. The study also demonstrated a statistical impact of public relations, indicating that a 1% increase in the level of public relations contributes to a 0.725% increase in building corporate reputation, with internal public relations impacting it by 1.924%, and external public relations by 1.350%. The findings underscored the importance of both internal and external public relations in fostering trust and organizational loyalty. Recommendations were made to enhance public relations programs and improve internal and external communication, contributing to the enhancement of corporate reputation. The study utilized data collection and analysis from employees in Iraqi telecommunications companies, providing a theoretical and practical framework for companies to improve their public relations strategies.