English abstract
The proposal of this study aims at the role of organizational and functional factors in the success of the quality performance of public relations management in higher education institutions.
The study also revealed the sample's level of awareness of organizational and functional factors provided by the university, as well as the level of quality of public relations performance. It also revealed the differences between respondents' questionnaires about the degree of correlation of organizational and functional factors in public relations in higher education institutions according to personal variables.
The descriptive-analytical approach was used in conducting the study as it is one of the most widely used approaches in the study of social and human phenomena and because it suits the subject of the research, which depends on the study of the phenomenon. The study sample is represented in the administrative and academic staff in the higher education institutions. The random sampling method was used by distributing the questionnaire to the respondents in these institutions, and the sample size was (252) employees. The current study will contribute in addition to knowing the relationship between organizational and functional factors in the performance of the role of public relations in higher education institutions and their importance to address the administrative need for the components of this department and to follow the scientific methodology in carrying out its tasks. The extent to which the organizational and functional link is shown to enhance the relationship with the administrative levels of the Public Relations Department to contribute to achieving the university's goals.
The study showed several results, the most important of which is the existence of a statistically significant relationship of organizational and job factors on the performance of the public relations department in higher education institutions. The interest of public relations workers when making decisions related to future work, the need for the institution to encourage public relations workers to propose special amendments related to their job roles and related university activities, the necessity of dividing time between the functional tasks necessary to complete the work.
