الملخص الإنجليزي
This study deals with the practice of public relations in higher education institutions focused on the Department of Public Relations and Information at Sultan Qaboos University as an example of public relations in higher education institutions in the Sultanate of Oman. The study aims to characterize the actual status of the practice of public relations in their regulatory organizational, communication, facilitation, social and cultural frameworks. The challenges facing this department were also addressed. The study used the case study method of a qualitative approach. The study used a number of tools for data collection: In-Depth Interviews were conducted with the director, and heads of sections, and some employees of the department. Participant observation was also conducted through monitoring observations about the nature of the daily work and practice of public relations in the department. The study used a set of documents related to the department to collect some data for analysis. A focus group was also used as a tool to collect further information and to complement other tools. The study concluded that public relations at the University of Sultan Qaboos emerged since the establishment of the university, and clearly figured out in its first organizational structure in 1987. The results show the flexibility of the organizational structure of the department and its response to PR developments in the global arena. The results also show that the organizational structure of the Department of Public Relations and Information includes some sections expected to be in any department of public relations. The study also shows that there are some important sections missing such as, Planning and Public Opinion Measurement. The study reveals a lack of clarity regarding the participation of the Department of Public Relations and Information in the strategic role expected to be played by the Department. The study also shows that some functions and roles belonging to the Department are scattered among other university unites, thereby causes some disorganization. The study indicates a lack of adequate coordination between the Department of Public Relations and Information and other University units, departments, centers and colleges. The findings of the study include the absence of clear policies and governing principles that regulate and frame the work of public relations at the university. The results show the diversity of communication tools used by the Department of Public Relations and Information at Sultan Qaboos University. The study also reveals that most of these communication tools focus on relaying facts and events at the university more than other roles and functions that should be performed by university media, The study shows that most of the tools used and activities organized by the department are not subject to scientific evaluation. The study reveals the Sultan Qaboos University's dependence on the Department of Public Relations and Information as a reference point preforming a facilitation function. The results of the study also show the presence of interesting social activities that would meet some of the social needs of the university staff, but with less interest in cultural activities and events.
