(الاتصال التنظيمي وانعكاسه على دور العالقات العامة في مؤسسات التعليم العالي دراسة ميدانية على جامعة(عمر المختار ودرنة

Abstract

This study investigates the impact of organizational communication on the role of public relations in higher education institutions, with a field application at Omar Al-Mukhtar University and Derna University. The researcher employed a descriptive-analytical approach, using a structured questionnaire to collect data from public relations staff. Findings revealed that organizational communication plays a vital role in enhancing administrative and academic performance within universities. It strengthens interaction among students, faculty, and administration, while improving the effectiveness of public relations in building a positive institutional image. Conversely, weak or ineffective communication channels were found to undermine public relations functions and negatively affect the university’s reputation and credibility. The study recommends integrating public relations into strategic university planning, adopting more effective patterns of organizational communication, and providing continuous training for PR practitioners. Such measures would improve both internal and external communication and reinforce the university’s standing within its community