تقييم المستفيدين لممارسات العلاقات العامة في وزارة الزراعة الفلسطينية وجمعية الإغاثة الزراعية الفلسطينية: دراسة مقارنة
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Date
2025-10-02
Authors
Lamees Alnaser
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Publisher
An-Najah National University
Abstract
This study assesses the efficiency of PR practices adopted by two important agricultural institutions, the Ministry of Agriculture and the Palestinian Agricultural Development Association (PARC), through the analysis of beneficiaries' perceptions about communication strategies and the level of service delivery. The problem this study aims to address emanates from the limited understanding developed thus far regarding how institutional communication influences satisfaction, trust, and engagement among farmers in a sector embattled by various political, economic, and environmental constraints. A quantitative research design was used whereby a structured questionnaire was administered to agricultural beneficiaries in Nablus and resulting in 322 usable responses.
The findings confirm that the Agricultural Development Association (PARC) exhibits stronger two-way communication, responsiveness, and a more community-centered approach in its engagement, while the Ministry of Agriculture scores high on aspects like organizational structure and policy-based communication, but has limitations in terms of direct beneficiary interaction.
The study suggests that improving participatory communication mechanisms, field-level responsiveness, transparency in programme implementation, and more community-based approaches, especially in governmental institutions, can effectively match services with farmers' needs and expectations.