Attitudes analysis...as a mean to influence an organization's audience From public relations point of view

Abstract

This study aims to identify how public relations contribute to influencing its internal and external audiences by knowing and studying their attitudes on topics and issues that pertain to the institution and its surrounding environment. Public relations pay attention to them, and work to understand them, because they predict the future behavior of their audiences.

This study concluded that public relations employ public and private means to convey information about the institution’s policies and build media and communication programs in order to identify the opinions and attitudes of the masses, which serve as a basis for predicting the actual and “future” behavior of these masses, and this is in addition There is a level of influence based on knowing the attitudes of the masses, whatever their type.