Contributions of Communication Skills to the Effectiveness of Public Relations within the a Field Study at Sonatrach Downstream Activity (Aval) in Oran

Abstract

Abstract: This study focused on examining the impact of communication skills on the effectiveness of public relations in Sonatrach AVAL, specifically in Oran. The research utilized interviews and observations to analyze the communication skills of Sonatrach AVAL employees and their role in enhancing public relations. The descriptive method was used as it was considered the most suitable for this study, and a purposive sample of downstream (AVAL) employees in Oran was chosen. The findings revealed that communication skills, such as speaking, reading, listening, and writing, significantly strengthen public relations and enhance employees' professional competence. Sonatrach is actively developing and improving these skills through various training programs. While Sonatrach utilizes phone, email, events, and conferences to enhance relationships, it gives less attention to media and public relations within AVAL despite having a dedicated department. The need for more emphasis on communication within Sonatrach presents a significant obstacle for public relations officers in their day-to-day responsibilities. Keywords: communication; public relations; skills; communication skills; enhancing