دور التخطيط الاستراتيجي في الحملات الأعلامية في مؤسسة ركاز العالمية التطوعية لتعزيز الأخلاق في دولة الكويت
The study aimed at uncovering the role of the strategic planning of the media campaigns in Rekaaz International for promoting Ethics, headquarter in Kuwait, how these campaigns are carried out , revealing the relationship between the strategic planning and media campaigns, clarifying the importance...
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| Format: | Thesis |
| Language: | other |
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| Summary: | The study aimed at uncovering the role of the strategic planning of the media campaigns in Rekaaz International for promoting Ethics, headquarter in Kuwait, how these campaigns are carried out , revealing the relationship between the strategic planning and media campaigns, clarifying the importance and the role of strategic planning in media campaigns in this institution. The study problem lies in adopting voluntary work by most of the workers, absence of fixed financial sources, lack of achievements despite its date of establishment and consequently poor interest in the strategic planning , failure to recognize the great importance of the strategic planning impact of media campaigns on changing behaviours, opinions and promoting the value in the society and the targeted segments. Quantitative approach , as in surveys , and descriptive approach , as in interviews , were used. One of the best results was the necessity of Rekaaz, as a da’wah and media institution, in identifying its strategies and goals clearly, the importance of following the procedures guidelines in strategic pkanning for media campaigns in the field of Islamic da’wa , classifying the targeted segments into smaller groups to facilitate the communication process with them through appropriate mechanisms, time wise and place wise. Also surveys and field studies to identify the impacts of media, should also be stressed ; as well as recognizing the extent of accepting the media message and public opinion tendencies , which mass media was the clasest to people’s memory in the context of assessing and evaluating the campaigns and finally , adopting fixed financial sources, not charitable donations to finance its campaigns. |
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