ABSTRACT

This study aimed to examine the applicability of the Excellence principles in Kuwait, generating insights into factors that affect the practice of strategic public relations management across corporate, governmental and nonprofit organizations. The findings, based on 21 semi-structured in-depth interviews with Kuwaiti public relations practitioners, revealed that the public relations profession demonstrates low levels of adherence to the generic principles of excellence. Public relations practitioners are less involved in strategic management and less empowered in the dominant coalition. Practitioners have provided various barriers including higher management’s lack of understanding of public relations, and lack of qualified practitioners, which have created disparities in understanding symmetrical communication. The sector of the organizations and the employment system in the country have also contributed to the situation.

摘要

这项研究旨在检查卓越原则在科威特的适用性，以深入了解影响公司，政府和非营利组织之间战略公共关系管理实践的因素。根据对科威特公共关系从业人员进行的21次半结构化深入采访得出的结果表明，公共关系专业对遵循卓越的一般原则的遵守程度较低。公共关系从业人员较少参与战略管理，而在主导联盟中的授权也较少。从业人员提供了各种障碍，包括高层管理人员对公共关系的了解不足以及缺乏合格的从业人员，这在理解对称沟通方面造成了差距。