العلاقات العامة محاولة لبناء تعريف

هيثم هادي نعمان

doi:10.33282/abaa.v1i4.480

Authors

Haytham Hadi College of Mass Communication, University of Baghdad

DOI:

https://doi.org/10.33282/abaa.v1i4.480

Keywords:

Public relations, organization, reasearch.

Abstract

This research deals with the most famous existing definitions of public relations, in an attempt to achieve a definition that will be added to the other existing and widespread definitions, especially that big developments have taken place in the concept of public relations and their idiomatic use.

In addition, many definitions of public relations have been restricted to some limited descriptions, therefore many of the descriptions given to the public relations are basically definitions as well as characteristics of the public relations.

This research aims at setting and formulating the definitions of public relations, it also deals with its credibility in achieving its significance in order to reach a new definition that will be added to the rest of the definitions; meanwhile, making sure that the new definition complements to the other definitions rather than just being an addition, especially that science is known by accumulation. Although there are differences between the definitions, these differences are disappearing continuously due to the exchange of opinions and thanks to research, we are able to attain some results which are closer to those differences, especially that the research centers and the governmental bodies are continuing their efforts in this field to give an approximation to the definitions in order to facilitate their use in science and theory to become more meticulous. The problem of the research is that an agreement on the definition of public relations has not been achieved, there are also big differences between the definitions that’s what makes the access to approximate definitions a crucial scientific demand, in a way that this definition fulfills the diversity and flexibility of public relations’ functions, especially that public relations aim at establishing and maintaining good relations between an organization and its public. Every organization is affected by its audience which affects it in return, it is also interested in having a friendly and understanding relationship with it. Today, organizations of all kinds, whether public or private, commercial or social, are seeking to have the satisfaction and the cooperation of their audience.

References

1 ﺩ. ﻓﻀﻴﻠﺔ ﺼﺎﺩﻕ ﺯﻟﺯﻟﺔ ، ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ ، ﺒﻐﺩﺍﺩ ،ﻭﺯﺍﺭﺓ ﺍﻟﺘﻌﻠﻴﻡ ﺍﻟﻌﺎﻟﻲ ﻭﺍﻟﺒﺤﺙ ﺍﻟﻌﻠﻤﻲ ، ١٩٨١ ، ﺹ١٣.
-2 ﺩ. ﻤﺤﻤﺩ ﺍﻟﺠﻭﺍﻫﺭﻱ ، ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ ﺒﻴﻥ ﺍﻻﺩﺍﺭﺓ ﻭﺍﻻﻋﻼﻡ ، ﺍﻟﻘﺎﻫﺭﺓ ، ﻤﻜﺘﺒﺔ ﺍﻻﻨﺠﻠﻭ ﺍﻟﻤﺼﺭﻴﺔ ١٩٦٨ ، ﺹ٧.
-3 ﺩ. ﻓﻀﻴﻠﺔ ﺼﺎﺩﻕ ﺯﻟﺯﻟﺔ ، ﻤﺭﺠﻊ ﺴﺎﺒﻕ ١٣٥.
-4 ﻤﺤﻤﺩ ﺤﻠﻤﻲ ﻫﻠﻴل ، ﺍﻟﺘﻘﻴﻴﺱ ﺍﻟﻤﺼﻁﻠﺤﻲ ﻓﻲ ﺍﻟﺒﻼﺩ ﺍﻟﻌﺭﺒﻴﺔ، ﺘﻭﻨﺱ ١٩٩٦ ﻓﻲ ﻜﺘﺎﺏ : ﺍﻟﻤﻨﻅﻤﺔ ﺍﻟﻌﺭﺒﻴﺔ ﻟﻠﺘﺭﺒﻴﺔ ﻭﺍﻟﺜﻘـﺎﻓﺔ ﻭﺍﻟﻌﻠﻭﻡ ، ﺍﻟﻠﻐﺔ ﺍﻟﻌﺭﺒﻴﺔ ﺍﻟﻘﺭﻥ ﺍﻟﺤﺎﺩﻱ ﻭﺍﻟﻌﺸﺭﻴﻥ ، ﺹ٥٩.
-5 ﻓﻀﻴﻠﺔ ﺼﺎﺩﻕ ﺯﻟﺭﻟﺔ ، ﻤﺭﺠﻊ ﺴﺎﺒﻕ ﺹ ٢٧.
-6 ﺩ.ﺤﺴﻥ ﻤﺤﻤﺩ ﺨﻴﺭ ﺍﻟﺩﻴﻥ ، ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ : ﺍﻟﻤﺒﺎﺩﺉ ﻭﺍﻟﺘﻁﺒﻴﻕ . ﺍﻟﻘﺎﻫﺭﺓ ، ﻤﻜﺘﺒﺔ ﻋﻴﻥ ﺸﻤﺱ ، ﺒﺩﻭﻥ ﺘﺎﺭﻴﺦ ، ﺹ ٧.
-7 ﺍﻟﻤﺭﺠﻊ ﻨﻔﺴﻪ ﺹ٧.
-8 ﻤﺤﻤﻭﺩ ﻤﺤﻤﺩ ﺍﻟﺠﻭﻫﺭﻱ ، ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ ﺒﻴﻥ ﺍﻻﺩﺍﺭﺓ ﻭﺍﻻﻋﻼﻡ ، ﺍﻟﻘﺎﻫﺭﺓ ، ﻤﻜﺘﺒﺔ ، ﺍﻻﻨﺠﻠﻭ ﺍﻟﻤﺼﺭﻴﺔ ، ﺹ٥.
-9 ﺩ.ﻓﻀﻴﻠﺔ ﺼﺎﺩﻕ ﺯﻟﺯﻟﺔ ، ﻤﺭﺠﻊ ﺴﺎﺒﻕ ، ﺹ١٣.
-10 ﺩ. ﻤﺤﻤﺩ ﻋﺒﺩ ﺍﻟﺤﻤﻴﺩ ﺍﻟﻌﻠﻤﻲ ﻓﻲ ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻻﻋﻼﻤﻴﺔ ، ﺍﻟﻘﺎﻫﺭﺓ ، ﻋﺎﻟﻡ ﺍﻟﻜﺘﺏ ، ٢٠٠٠، ﺹ ٢١.
-11 ﺩ. ﻤﺤﻤﺩ ﺤﻠﻤﻲ ﻫﻠﻴل ، ﺍﻟﺘﻘﻴﻴﺱ ﺍﻟﻤﺼﻁﻠﺤﻲ ﻓﻲ ﺍﻟﺒﻼﺩ ﺍﻟﻌﺭﺒﻴﺔ ﻓﻲ ﻜﺘﺎﺏ ﺍﻟﻤﻨﻅﻤﺔ ﺍﻟﻌﺭﺒﻴﺔ ﻟﻠﺘﺭﺒـﻴﺔ ﻭﺍﻟﺜﻘـﺎﻓﺔ ﻭﺍﻟﻌﻠﻭﻡ ، ﻭﺍﻟﻠﻐﺔ ﻭﺍﻟﻌﺭﺒﻴﺔ ﻭﺘﺤﺩﻴﺎﺘﻬﺎ ﻓﻲ ﺍﻟﻘﺭﻥ ﺍﻟﺤﺎﺩﻱ ﻭﺍﻟﻌﺸﺭﻴﻥ ﺹ٦٦.
-12 ﺼﺎﻟﺢ ﺨﻠﻴل ﺍﺒﻭ ﺍﺼﺒﻊ ، ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ ﻭﺍﻻﺘﺼﺎل ﺍﻻﻨﺴﺎﻨﻲ ، ﺩﺍﺭ ﺍﻟﺸﺭﻭﻕ ٢٠٠٤ ، ﺹ٨٥.
-13 ﺼﺎﻟﺢ ﺨﻠﻴل ﺍﺒﻭ ﺍﺼﺒﻊ ، ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ ﻭﺍﻻﺘﺼﺎل ﺍﻻﻨﺴﺎﻨﻲ ، ﻋﻤﺎﻥ ﺩﺍﺭ ﺍﻟﺸﺭﻭﻕ ٢٠٠٤ ، ﺹ ٨٤.
-14 ﺩ. ﺒﺸﻴﺭ ﺍﻟﻌﻼﻕ ، ﻤﻌﺠﻡ ﺍﻟﻤﺼﻁﻠﺤﺎﺕ ﺍﻻﺩﺍﺭﻴﺔ ﺍﻟﻤﻭﺤﺩﺓ ، ﺍﻟﺩﺍﺭ ﺍﻟﻌﺭﺒﻴﺔ ﻟﻠﻤﻭﺴـﻭﻋﺎﺕ ﺒـﻴﺭﻭﺕ ١٩٨٣ ، ﺹ ٤٦٢-٤٦٣.
-15 ﺩ. ﺍﺒﺭﺍﻫﻴﻡ ﺍﻤﺎﻡ ، ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ ﻭﺍﻟﻤﺠﺘﻤﻊ ، ﻤﻜﺘﺒﺔ ﺍﻻﻨﺠﻠﻭ ﺍﻟﻤﺼﺭﻴﺔ ، ﺍﻟﻘﺎﻫﺭﺓ ، ١٩٦٨ ، ﺹ٢٠.
-16 ﺍﻟﻤﺭﺠﻊ ﺍﻟﺴﺎﺒﻕ ، ﺹ ١٨.
-17 ﺴﻴﻤﻭﻨﺎ - ﻤﻴﺭﻴﻼ ﻤﻴﻜﻭ ﻟﺴﻜﻭ ، ﺒﻐﺩﺍﺩ ، ﺩﺍﺭ ﺍﻟﻌﺼﺎﻤﻲ ، ٢٠٠٧ ، ﺹ٢٣.
-18 ﺤﺴﻥ ﺍﻟﺤﻠﺒﻲ ، ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ / ﺹ١٠.
-19 ﺍﻟﻤﺭﺠﻊ ﺍﻟﺴﺎﺒﻕ ، ﺹ١٢.
-20 ﺍﻟﻤﺼﺩﺭﺍﻟﺴﺎﺒﻕ ﺹ١٢.
1 d. Fadela Sadiq Zalzala, Public Relations, Baghdad, Ministry of Higher Education and Scientific Research, 1981, p. 13.
-2 d. Mohamed El-Gohary, Public Relations between Administration and Information, Cairo, The Anglo-Egyptian Library 1968, p. 7.
-3 d. Honorable Sadiq Zalzala, op. Cit. 135.
4- Muhammad Hilmi Hillel, an Idiomatic Standardization in the Arab Countries, Tunisia 1996 in the book: The Arab Organization for Education, Culture and Science, The Arabic Language of the Twenty-first Century, p. 59.
5- Honorable Sadiq Zalarla, op. Cit., P. 27.
6- Dr. Muhammad Muhammad Khairuddin, Public Relations: Principles and Practice. Cairo, Ain Shams Library, without history, p. 7.
7 ibid., P. 7.
8- Mahmoud Mohamed El-Gohary, Public Relations between Administration and Information, Cairo, Library, Egyptian Anglo, p. 5.
9- Dr. Fadela Sadeq Zalzala, previous reference, p. 13.
-10 d. Muhammad Abd Al-Hamid Al-Alami in Media Studies, Cairo, The World of Books, 2000, p. 21.
11-d. Muhammad Hilmi Hillel, the terminology standardization in Arab countries in the book of the Arab Organization for Education, Culture and Science, and the Language and Arabic and its challenges in the twenty-first century, p. 66.
12- Saleh Khalil Abu-Asba ', Public Relations and Humanitarian Communication, Dar Al-Shorouk 2004, p. 85.
13- Saleh Khalil Abu-Asba`, Public Relations and Humanitarian Communication, Amman, Dar Al-Shorouk 2004, p. 84.
-14 d. Bashir Al-Alaq, Dictionary of Standard Administrative Terms, Arab Encyclopedia, Beirut, 1983, pp. 463- 462.
-15 d. Ibrahim Imam, Public Relations and Society, The Anglo-Egyptian Library, Cairo, 1968, p. 20.
16 The previous reference, p. 18.
17- Simona - Merila Miku Sukku, Baghdad, Dar Al-Asami, 2007, p. 23.
18- Al-Halabi, Public Relations / p. 10.
19 The previous reference, p. 12.
20 Ibid., P. 12.