فاعلية الأنشطة الاتصالية للعلاقات العامة في تعزيز أداء المؤسسات المصرفية

Abstract

The research aimed to know the effectiveness of public relations communication activities in emphasizing the performance of the banking institutions.
 the researcher has used a descriptive methodology The research community consists from all public relations department workers and head of departments in the Bank The study sample was selected by used the stratified sample method and it is number was (25) individuals, The researcher has used a questionnaire as a main tool to know the researchers point of view the data was analyzed through the SPSS program and the most important result are:
 
 The Result of the study said that public relations communication activities inside and outside the bank have effective role in development the central bank of Sudan.
 The result of the study confirmed that the internet is the most communication means that public relation used.
 the study demonstrated that the administration of public relations not regulated meetings between workers and officials in the framework of exchange of information and experience directly in the bank.
 
 The most important recommendations: -
 
 Separate public relations department from management services and make it follow senior management of the bank.
 Give greater powers to public relations management to participate senior management in making decision and find solutions for problems, difficulties and crises facing the bank.
 administration of public relations must regulate meetings between workers and officials in the framework of exchange of information and experience directly in the bank.