The effectiveness of applying governance standards to improve the performance of public relations management in non-profit organizations. A forward-looking vision: Al Baraka Association as a model

Document Type : Original Article

Authors

1 Kjng Faisal University, -College of Arts, -Department of Communication and Information

2 Kung Faisal University, College of Arts, Department of Media

3 King Faisal University, College of Arts, Department of media

Abstract

The study sought to present a proposed scenario for improving the performance of public relations management in non-profit organizations in light of the standards of governance and institutional excellence of Al Baraka Society as a model by looking at the realities of managing and promoting public relations through proposed mechanisms for development in the light of the introduction of a culture of institutional excellence and the impact of the use of governance standards on the development of management performance, Using analytical descriptive methodologies and media scanning to describe and analyze the reality of PR management and to identify key strengths and weaknesses and based on interview and identification as data collection tools, the study found a number of findings: Efforts should be directed towards modernizing media policies to become more effective and compatible with governance requirements in order to enhance transparency, accountability and integrity to achieve institutional excellence in the management of public relations in non-profit organizations In addition to the need to promote internal and external communication, Focus on developing awareness of the importance of governance and activating strategic plans for crisis management and recommended the importance of expanding public relations through the holding of annual conferences, Participation in conferences and symposiums with competence in the Organization and the need to develop a comprehensive communication strategies that will enable it to highlight the efforts of the Organization's departments to improve the management of public relations and the Organization.
 

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References

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