محمد إسماعيل, معروف إبراهيم; شحادة, د. أمجد كامل
Abstract:
Public relations is one of the essential tools that contribute to enhancing effective communication between governmental institutions and their public. This study aimed to examine the satisfaction of the public in the Jerusalem Governorate with the performance of the Public Relations Unit in light of the forced absence of its governor. To achieve the study's objectives, both quantitative and qualitative survey methods were employed. Data was collected through an internal audience questionnaire, an external audience questionnaire, and interviews with directors of partner institutions and organizations. The study population consisted of the internal and external public of the Jerusalem Governorate. A comprehensive survey was used to gather the views of the internal audience, while a convenient random sample was used to collect the views of the external public. A total of 65 employees from the Jerusalem Governorate responded to the questionnaire, along with 390 Jerusalemite citizens. In addition, 12 directors of partner institutions and directorates were interviewed.
After data collection and analysis, the study found that the level of satisfaction among the public of the Jerusalem Governorate with the performance of the Public Relations Unit—despite the forced absence of the governor—was high. One of the most common direct communication channels with the governor during his absence was WhatsApp, in addition to communication through the governor’s office director, the deputy governor, or the legal advisor, as well as through general public meetings with the governor.
The Public Relations Unit interacts effectively with partner organizations and institutions, mainly by facilitating communication between them and the governorate, ensuring continuous cooperation, and responding promptly to the challenges these organizations face.
Among the most significant challenges faced by the Public Relations Unit during the governor’s forced absence were the difficulty of direct communication with the governor, decisions issued by the Israeli occupation authorities, and a lack of financial resources.
