| المستخلص: |
Public relations play a pivotal role in the modern era where no institution or public company or ministry in the State of Kuwait or the world at large cannot dispense with the role of public relations in its transactions are the face of the company or institution or body, and through which the company or institution or body can redeem We do not exaggerate if we say that the success and loss of companies or organizations depends primarily on public relations and the role they play in the field of management, because public relations are part of the plan. This is because public relations are part of an organization’s marketing plan. It complements and promotes advertising programs, direct mail campaigns, advertising materials, company publications, and corporate identity in general. Public relations have become necessary in all institutions, organizations and bodies of various types and activities, so that they cannot be indispensable in any institution or organization whatsoever, because of their great importance in achieving the objectives of the institution, and public relations play an important role in improving the image of the institution and reputation before the public, It also strengthens the relationship between it and its internal and external audiences on the basis of trust, understanding and friendliness through constant and continuous communication with him to gain sympathy and support, which enhances the competitiveness of the institution and achieve success. Public relations are vital functions in the modern organization. It facilitates communication between the organization and its publics and achieves mutual understanding between the two parties. Many of the problems faced by the organization in dealing with its internal and external audiences are due to the failure in communication between the organization and its publics and thus the failure of the role played by public relations. Public relations also contribute to improving the general mental image of the organization in front of its audience and work to increase confidence in it and its services, which in turn reflected on the increasing demand for its services and increased confidence in its services and its prominent role in society.
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