The impact of public relations on improving the administrative performance of university institutions (Baghdad and Al-Mustansiriya universities as a model)

Public relations existed with the existence of the first human being, and developed with the development of human societies, as researchers and historians agree on the existence and practice of public relations in different forms, methods and images through ancient historical times and eras, but of course it did not reach the level known today until the beginning of the twentieth century, after that It has become a stand-alone science with its own curricula, methods and techniques. Various institutions have paid great attention to public relations, especially after intensifying studies and research on its importance in building modern institutions and improving their image in front of the public.

With the development of the media and modern communication, the need arose more to strengthen the Iraqi universities with a special department of public relations that takes upon itself to open direct channels of communication with the university’s audience at home and abroad and work to involve them in the vision and policy of the university and form a positive image in their minds about the university institution, and this is not done Except by involving public relations in making administrative decisions and enabling them to carry out the proper planning process based on research, studies, statistics and predictions that it conducts based on current and expected future conditions. The Universities of Baghdad and Al-Mustansiriya as a model), and to achieve this goal, the researcher chose a sample of students from the Media Department at the Universities of Al-Mustansiriya and Baghdad. Public relations of administrators and teachers, with (25) employees and teachers from the University of Baghdad, and (24) employees and teachers from the Public Relations Department of Al-Mustansiriya University, they were chosen as one Yes, by electronic questionnaire.

After verifying the validity and reliability of the questionnaire tool prepared by the researcher for this purpose and analyzing the results statistically using the statistical application (SPSS), the researcher reached a great convergence in terms of the students’ response from the research sample regarding the role of the Public Relations Department at the Universities of Baghdad and Al-Mustansiriya in formulating administrative decisions and policy planning The general view of the university, as the opinions of the sample came close with a slight variation in the interest of the Public Relations Department at Al-Mustansiriya University, with regard to the effectiveness of the means used by the Public Relations Department in conveying students’ problems and addressing them as quickly as possible, while the results of the questionnaire for the staff and teachers of the Public Relations Department indicated preference Relative in favor of the Department of Public Relations at the University of Baghdad in many of its paragraphs compared to its counterpart at Al-Mustansiriya University.