The Impact of Political Change on the Practice of Public Relations in Sudan

Year 2023, , 86 - 94, 31.01.2023

Marzok Juma Dahıa Ngırkudu , Mustafa Akdağ

https://doi.org/10.26466/opusjsr.1214954

Abstract

Purpose of the paper: The study aimed to evaluate the impact of the political change that occurred in Sudan on the practice of public relations. Methodology: The descriptive analytical approach was used to obtain the results, and it is defined as a method of analysis that focuses on sufficient and accurate information about a particular phenomenon or topic or a known period. The questionnaire was utilized as one of the tools that are used in the descriptive research to obtain the primary data and then analyze it. Findings: The study concluded that the practice of public relations in Sudan needs a more democratic environment, which helps the independence of public relations.The study also found that the intellectual and cultural shifts that accompanied the political change had a positive impact on the practice of public relations. This study indicates that the environment directly affects the practice of public relations, especially during political change. The study also emphasizes the importance of continuous training and education of public relations practitioners to deal with environmental change, especially political change. Therefore, public relations practitioners who work in public institutions should consider that successful public relations practice will be measured by its contribution to social advancement and the creation of harmony and consensus among the components of society. Originality/value of paper: This study contributes to providing a detailed assessment of the reality of public relations practice in Sudan before and after the political change.

Keywords

Sudan, Public Relations, Public Administration, Political Change, Private Institutions

References

• Ahmed, M.F. (2004). Public relations in Sudan, problems and solutions. Sudan: Omdurman Islamic University Journal, 45, 304.
• Ahmed, Y. M. (2014). Problems of professional practice of public relations in Sudan. Doctoral dissertation. International University of Africa.
• Al-Hajj, A. & Mukhtar, O. (2014). The role of public relations in Ameliorating the image of Sudan to the outside world. Doctoral dissertation. Sudan University of Science and Technology.
• Aldrich, H. E., & Mindlin, S. (1978). Uncertainty and dependence: Two perspectives on environment. In K. Lucien (Ed.), Organization and environment: Theory, issues and reality. Sage, p.149–170.
• Al-Moez, H. A. (2015). The effectiveness of public relations in building the mental image of institutions in Sudan. Doctoral dissertation. Sudan University of Science and Technology.
• Culbertson, H. M., Jeffers, D. W., Stone, D. B., & Terrell, M. (1993). Social, political, and economic contexts in public relations. Lawrence Erlbaum.
• Culbertson, H. M., & Chen, N. (1996). International public relations. A comparative analysis. (Eds.). Lawrence Erlbaum.
• Grunig, L. A., Grunig, J. E., & Ehling, W. P. (1992). What is an effective organization? In J. E. Grunig (Ed.), Excellence in public relations and communication management.Routledge,p.65–90.
• Grunig, L. A. (2013). How public relations/communication departments should adapt to the structure and environment of an organization and what they actually do. In Excellence in public relations and communication management. Routledge, p.467-481.
• Hannan, M. T., & Freeman, J. (1984). Structural inertia and organizational change. American sociological review. Vol. 49, No. 2. p.149-164.
• Holtzhausen, D. R. (2005). Public relations practice and political change in South Africa. Public relations review, 31(3), 407-416.
• Othman, A. M. (2017). The effectiveness of public relations in promoting service companies. Doctoral dissertation. Sudan University of Science and Technology, public Relation.
• Pfeffer, J. (1987). A resource dependence perspective on intercorporate relations. In, MS Mizruchi, M. Schwartz, (Eds.) Intercorporate Relations: The Structural Analysis of Business. Routledge, p.25 – 30.
• Robbins, S. P. (1990). Organization theory: Structures, designs, and applications, 3/e. Pearson Education India. Saleh, M. (2013). Public relations in Sudan. Institute for Research and Strategic Studies.
• Rajaa, W. (2000). Bilimsel araştırma yöntemleri, teorik temelleri ve uygulamaları. Şam: Dar Al Fikr.
• Scott, W. R. (1987). The adolescence of institutional theory. Administrative science quarterly, Vol. 32, No. 4. P.493-511.
• Selznick, P. (2011). Leadership in administration: A sociological interpretation. Quid Pro Books.
• Sriramesh, K., & White, J. (1992). Societal culture and public relations. In J. E. Grunig (Ed.), Excellence in public relations and communication management. Routledge, p.597–614.
• Van Ruler, B., & Vercic, D. (2004). Public relations and communication management. In Europe. A nation-by-nation introduction to public relations theory and practice. Mouton de Grouter.
• Weick, K. E. (2012). Making sense of the organization, Volume 2: The impermanent organization. macmillan publishing solutions, (Vol. 2).