الوظيفة التنبؤية للعلاقات العامة في المصارف العامة

Abstract

Abstract

The need for future studies and prediction of unknown matters has become one of the urgent necessities of our time, due to the rapid and successive changes in the environment in which banking financial institutions operate in Iraq, which is characterized by unstable circumstances in the political and economic fields from time to time.

Therefore, these institutions had to think seriously about everything that would protect their position among the financial and market institutions in the midst of competition among other institutions. Thus, predicting the future crises that these institutions may be exposed to was one of their priorities, as prediction provides the institution with long-term as well as short-term thinking.

Public Relations is the institution’s means of providing data, information and facts about predicting crises and detecting warnings that indicate their imminence. It also enables institutions to develop and re-evaluate their policy and strategy, in line with the trends and interests of the public, for the purpose of establishing good relations with them.

Therefore, the researcher tried, through this study, to explore the predictive function of public relations in public banks, and the researcher identified her objectives by: identifying the importance of public relations and their role of prediction in banking financial institutions; determining the extent of the effectiveness of public relations in avoiding future crises in banking financial institutions or limiting the occurrence of future crises in banking financial institutions; highlighting the most important functions of public relations in the field of crisis prediction, as well as shedding light on the obstacles facing public relations when carrying out the prediction process.

The researcher used the survey method, using the questionnaire tool, where the questionnaire was applied to (4) public banks that were distributed to employees in the ‘Public Relations Departments.

The researcher found that the predictive function of public relations is to provide advice and consultation to the institution in the first place. The researcher, furthermore, develops preventive programs to defend the image of the institution in the event of crises. Public Relations inform and educate the public concerned with the banking institution about the possibility of potential crises, as well.

Public relations depend on conducting quantitative surveys in the process of predicting crises. Public relations, in respect of the evaluation process, rest on the opinion of experts and specialists.

Keywords: (Prediction; Public Relations ;Public Banks)