The Significance of Public Relations Roles in Enhancing Social Responsibility in Commercial Chamber Institutions in the West Bank

Abstract

This study aims to uncover the significance of public relations roles in promoting social responsibility in commercial chamber institutions in the West Bank. The study adopted a descriptive-analytical methodology. The study population consists of employees in commercial chamber institutions in the West Bank. A sample of (100) employees is selected through a questionnaire containing (5) axes and (25) statements. The study reached several key findings: employees' awareness of the concept and dimensions of corporate social responsibility within commercial chamber institutions in the West Bank is significantly high. Moreover, public relations contribute to improving relationships and work atmospheres within these institutions, in addition to being highly effective in achieving goals such as enhancing reputation, public image, and gaining external public satisfaction. The results also indicate that public relations engage in various activities aimed at promoting corporate social responsibility, such as supporting charitable works, small projects, community programs, and cultural initiatives, while also contributing to internal public satisfaction through strengthening bonds, material motivation, and assuming full responsibility towards them. Consequently, the study recommends conducting awareness workshops for public relations employees on how to embody the dimensions of corporate social responsibility in various activities and programs, as well as supporting senior management in public relations activities.