The Role of Public Relations Marketing in Improving the Mental Image of Media Institutions، Al-Iraqiya Al-Sharqiya Al-Furat Channel، Models

Through the research، we aim to try to highlight the role that public relations play in improving the mental image of media institutions.Based on the fact that public relations is a communication activity that guarantees the institution to communicate with the various audiences، in order to achieve a positive understanding between them، so the role that can be activated by those in charge of Marketing and public relations activity in conveying a good mental image of it based on the communicative methods practiced in public relations marketing.From here came the idea of ​​presenting this research to try to theorize the relationship of marketing public relations with the mental image of media institutions، and then proceed with an applied study on the Iraqi satellite channels – the Eastern – the Euphrates، and to answer the main question What is the role of marketing public relations in improving the mental image of media institutions Al-Iraqiya Channel Eastern، Euphrates with its fans? What is the adequacy of the public relations programs adopted by media institutions to establish a good mental image of them among their internal and external audiences? We have reached the most important results.Media institutions (Iraqi، Furat، and Eastern) practice the activity of marketing public relations permanently، and this indicates the great role that marketing public relations play in media institutions and whatever the nature of their work and this stems from their importance and the role they play to achieve the goals of these institutions And implementing it on the ground، the results showed that the majority of the respondents in media institutions (Iraqi، Eastern and Euphrates) support the practice of marketing public relations activity largely in their institutions، which is of great importance to them.The results confirmed that adherence to the goals and laws stipulated for marketing public relations activity in Media institutions are very important، because without that the work becomes chaos، and that following this approach is the best way to achieve any activity for marketing public relations in a distinct manner، that the public relations apparatus in media institutions (Iraqi _ Furat _ Al-Sharqiyah) does not work arbitrarily، but rather aims to achieve Promising and multiple core goals، all of which are aimed at creating positive interactions with the internal and external audiences and conveying a good image of them that will achieve mass satisfaction.Heri، fame and competition with other institutions.