MOROCCAN UNIVERSITY PROFESSOR’S USE OF PUBLIC RELATIONS COMMUNICATION IN THEIR INTERACTION WITH THE STUDENTS: A QUANTITATIVE ANALYSIS

Abstract

The aim of this studyis to examine Moroccan university professor’s use of Public Relations Communication when interacting with the students. This study employs the quantitative research method alongside with Grunig and Hunt model of communication (1984) and Grunig‘s Excellence Theory of Communication Management (1992). The data was collected through a questionnaire handed out to 135 university professors in 12 Moroccan universities. The results of this study confirm that the Moroccan university professors use elements of public relations communication in their daily interaction with students thanks to their experience and educational knowledge. The results also show that Moroccan university professors are in the know of the different positive effectsof effective communication on the students’ performance, thanks to their academic experience and ongoing professional development. The study ends up with a conclusion and some recommendations.

Keywords

• education, communication, public relations (pr), higher education, university professors.