مدى توافق ممارسات العلاقات العامة في المؤسسات الخدمية بمدينة بنغازي مع القيم والعادات الاجتماعية السائدة

Abstract

Abstract:

This study aimed to examine the extent to which public relations practices in service institutions in Benghazi are compatible with prevailing social values and customs. It also explored the influence of socio-cultural heritage on professional public relations practice, the ability of practitioners to balance professional requirements with local social particularities, and the differences between academically specialized public relations professionals and non-specialist practitioners. The study adopted a descriptive field survey approach and used a questionnaire as the main data collection instrument. A comprehensive survey was conducted on a population of 74 respondents, including 21 public relations specialists and 53 non-specialist practitioners working in six service institutions in Benghazi. The findings indicated that the overall level of professional public relations practice was moderate, whereas the influence of social values and customs on practice was very high. The results further showed that certain elements of socio-cultural heritage, particularly social courtesies, personal relationships, and social status, may constrain professional effectiveness when they take precedence over professional standards and procedures. The findings also indicated that academic qualification contributes to a greater ability to balance professional requirements with social considerations, while the influence of socio-cultural factors was more evident among non-specialist practitioners than among specialists. The study recommended increasing reliance on academically qualified public relations specialists, providing professional training for non-specialist practitioners, and developing clear professional guidelines that respect local social particularities without compromising the scientific and professional foundations of public relations.

Keywords: Public Relations, Professional Practice, Social Values, Social Customs, Cultural Heritage, Service Institutions, Benghazi.