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|a سعت الدراسة إلى التعرف على أثر تفشي فايروس كورونا (كوفيد 19) على أداء وكالات العلاقات العامة تحديدا وكالة (sky advertising and event) من خلال التعرف على الوسائل التكنولوجية الحديثة المستخدمة خلال الأزمة، ووسائل الاتصال مع الجمهور الداخلي والتغير الحاصل في الخطط الاستراتيجية والهيكل التنظيمي والكوادر البشرية وسير العمل داخل الوكالة وتوجهات الوكالة المستقبلية، وأثر الفايروس على أدوات العلاقات العامة داخل الوكالة، ومدى استعدادها للأزمة قبل وقوعها كونها أزمة عالمية، وتم ذلك من خلال دراسة وتحليل مجموعة من المتغيرات التي طرأت بشكل مفاجئ على عمل وبيئة الوكالة، بهدف الإجابة على الفرضيات وأسئلة الدراسة والسؤال الرئيس للدراسة.
|b This study was directed to recognize the psychological effects of the Coronavirus -COVID-19 on the performance of Public Relations agencies, in particular Sky Advertising and Event Agency, through recognizing modern Technological means that were used during the crisis, and the communicational tools used within, changes that occurred on strategic planning, organizational framework, human resources, agency's inner performance, agency's future visions, the effects the virus had on the agency's public relations tools, and to what extent was the agency prepared before this international outbreak. This was done through the study and analysis of a group of changes that suddenly affected the work environment of the agency, to answer the assumptions and the main question of the study. Both researchers sought systematic discretional and analytical mandates to precisely study the subject matter to achieve sought-after goals, hence this mandate requires both numerical and unique standards to set required answers for this study. Verbal Interviews and written handouts both were used as tools for the quest of achieving this study. The internal staff members of Sky Advertising and event agency consisting of thirty-five employees were the subjects of the study. The entire staff was one sample of the study, and the other sample was a non-random one consisting of the manager of the agency and the public relations manager. Both tools were proven true and consistent to clarify the extent of their validity. One of the more important results of this study is the fact that Covid 19 harmed the performance of the agency. This was proven both in daily work, communicational tools, strategic plan changes, and the alteration of the agency's visions to the coming years. COVID-19 also harmed the use of modern technological tools used by the agency. Moreover, and even though the virus had not affected the organizational structure and personnel of the agency as a whole. Nevertheless, the agency's largest challenge was the inability to meet the needs and demands of its customers, with negative implications on their work performance. Also, how this pandemic affected the services of the agency that seemed distantly farther away from its customer base, even though the agency had a strong communication tool to ensure the continuation of performance during the pandemic. The study recommended several elements and benefits to be recognized and set forth by the International Global Public Relations in crisis management. Taking into consideration future planning to identify methods in dealing with similar circumstances, and to search for online programs to execute during similar crises to ensure continuations of service delivery, placing emphasis and encouraging the agency to further take care of their website on the Internet. Finally, the study sets recommendations to the researchers at the Sky Advertising and Event agency to remove their agency's company status because it only delivers collective consultation services in the field of public relations, marketing, and advertising.
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