Abstract:
The importance of this research stem from that it handled the role of public relations in building a mental image in the diplomatic field to reflect the mental image of the Ministry of Foreign Affairs. This research aims to identify the means and methods by which a positive mental image can be formed for diplomatic work in the Sudanese Ministry of Foreign Affairs, also to recognize the role of public relations in the diplomatic field. The researcher has used the descriptive and the analytical method as well data collection tools as the observation, an interview, and the questionnaire, and the questionnaire was distributed to the research community through a regular, simple and random, sample of 80 units. The researcher has used the Statistical Packages for the Social Sciences (SPSS), using these tests the Pearson correlation coefficient, the standard deviation, and the Alpha Cronbach. The study reached several findings. The most important of which were most of respondents strongly agree to most of the respondents strongly agree that the work of public relations in the diplomatic field is of great importance and the work of the diplomatic field needs to use modern means of communication, and there are obstacles to the work of public relations in the Ministry; the most important of which were weak financial capabilities and overlapping competencies, in addition to that public relations in the Sudanese Ministry of Foreign Affairs carry out its basic functions of conducting researches, planning, communication and evaluation. The study recommends the senior management of the Ministry of Foreign Affairs that the standards and scientific principles for the employment of public relations employees in the future be taken into account according to the academic qualification and specialization in the field, and the importance of supporting the public relations management with qualified cadres.
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