Abstract

Objectives: This study aims to identify the communicative role that the department of public relations in Al -Fajer Al-Jadeed TV Organization plays in forming the mental image and the reputation of to the external audience; this is to be in order to benefit the institution and the staff of Public Relations. Methods: The researchers used a descriptive study in order to describe and analyze the communicative role of public relations in forming the mental image and the reputation of Al-Fajer Al-Jadeed TV Organization to the external audience. Results: The study found that the level of contribution of the public relations department to the Al -Fajer Al-Jadeed TV Organization in relation to mental image and reputation was high; the most important means used to communicate with the public were social media sites, and the lowest means used to communicate with the public was the Foundation's website, and it has been shown that the most important means of communication used is effective and distinctive usage of television programs in enhancing the mental image of the institution, meeting the needs of the public to a large extent. Conclusions: At the end of the study, the researchers put forward recommendations, the most important of which are: the staff of public relations shall organize more activities and events because of their effective role in forming the mental image and should give more attention to the institutions, internal audience and intensify specialized training in the areas that play role in forming the mental image.