The Role of Public Relation in Forming the Mental Image of the Palestinian Police among the Internal Audience, The Public Administration as a Model.
Date
2021-10-06
Authors
Al-Jamal, Muna
Journal Title
Journal ISSN
Volume Title
Publisher
An-Najah National University
Abstract
This study aims to identify the role of the Public Relations Department in forming the mental image of the internal public in the Palestinian police force. It also seeks to find out the factors affecting the formation process of the mental image of the police force among the internal public, and it aims to identify the strategies that the Public Relations Department follows in forming the mental image of the internal public in the Palestinian police force. Additionally, It studies the tasks performed by the Public Relations Department employee to form the mental image, and it unravels to which extent the Public Relations Department employees qualify to contribute to building the mental image of the Palestinian Police Service. Morever, It aims to detect the means of communication used by the Public Relations Department to form the mental image of the Palestinian Police Service to the internal public.
In order to achieve the objectives of the study, the researcher used the descriptive analytical method, and the in-depth interview tool with the director of the Public Relations Department. In addition to distributing a questionnaire to (383) members of the Palestinian police force, who were selected using a stratified random sample.
This study found several results, which are: the presence of a large response degree towards the role of the Public Relations Department in the formation of the mental image of the Palestinian police force in the total degree and the presence of a high response degree on all six areas. Also, the presence of statistically significant differences due to the variables of gender, educational qualification, the years of service, and rank, for the role of public relations in forming the mental image of the Palestinian police force. On the other hand, the results of the questionnaire differed from the results of the interview, which showed that the mental image is not the task of public relations, but rather the task of other departments in the police force, such as the Department of Political and Moral Guidance, or the Department of Academic Affairs, or the Police Medical Services Department. It also showed that there is no prominent role for the public relations department in forming the mental image of the internal public. Moreover, the results showed that there is no partnership with the departments entrusted with the mental image to create, enhance and improve the mental image, and it showed the weakness of the means of communication with the internal public.
The researcher recommended a number of recommendations, which are: First, the Palestinian police force should work to find a kind of partnership between the Public Relations Department and other departments in forming and strengthening the mental image. Second, Greater authority should be given to the Public Relations Department, as it has the original competence in this field. Third, The Palestinian police ought to work to grant the Public Relations Department the competence to follow up on the internal public, as it has the original competence to follow up with the public in the science of public relations. Finally, attention must be paid to the employment of public relations employees who hold scientific and specialized degrees in the field of public relations and communication.
Description
This study aims to identify the role of the Public Relations Department in forming the mental image of the internal public in the Palestinian police force. It also seeks to find out the factors affecting the formation process of the mental image of the police force among the internal public, and it aims to identify the strategies that the Public Relations Department follows in forming the mental image of the internal public in the Palestinian police force. Additionally, It studies the tasks performed by the Public Relations Department employee to form the mental image, and it unravels to which extent the Public Relations Department employees qualify to contribute to building the mental image of the Palestinian Police Service. Morever, It aims to detect the means of communication used by the Public Relations Department to form the mental image of the Palestinian Police Service to the internal public.
In order to achieve the objectives of the study, the researcher used the descriptive analytical method, and the in-depth interview tool with the director of the Public Relations Department. In addition to distributing a questionnaire to (383) members of the Palestinian police force, who were selected using a stratified random sample.
This study found several results, which are: the presence of a large response degree towards the role of the Public Relations Department in the formation of the mental image of the Palestinian police force in the total degree and the presence of a high response degree on all six areas. Also, the presence of statistically significant differences due to the variables of gender, educational qualification, the years of service, and rank, for the role of public relations in forming the mental image of the Palestinian police force. On the other hand, the results of the questionnaire differed from the results of the interview, which showed that the mental image is not the task of public relations, but rather the task of other departments in the police force, such as the Department of Political and Moral Guidance, or the Department of Academic Affairs, or the Police Medical Services Department. It also showed that there is no prominent role for the public relations department in forming the mental image of the internal public. Moreover, the results showed that there is no partnership with the departments entrusted with the mental image to create, enhance and improve the mental image, and it showed the weakness of the means of communication with the internal public.
The researcher recommended a number of recommendations, which are: First, the Palestinian police force should work to find a kind of partnership between the Public Relations Department and other departments in forming and strengthening the mental image. Second, Greater authority should be given to the Public Relations Department, as it has the original competence in this field. Third, The Palestinian police ought to work to grant the Public Relations Department the competence to follow up on the internal public, as it has the original competence to follow up with the public in the science of public relations. Finally, attention must be paid to the employment of public relations employees who hold scientific and specialized degrees in the field of public relations and communication.