This study aimed to identify the role played by public relations department at An-Najah National University in managing the institutional reputation and image among its students. In order to achieve that, the researchers utilized an analytical descriptive method of questionnaire, as well as an interview with the PR director at the university
This research revealed that the average of the PR department’s contribution in managing the university’s reputation and image is moderate. Likewise, the research findings revealed that the role of the PR department in managing the relationship between the university and its audeinces is also moderate. Furthermore, the study found out that there was a statistically significant difference in favor of female students regarding the role of the PR department in managing the university’s reputation and image. In contrast, the findings have shown that there were not statistically significant differences in relation to students’ place of residence, and the academic year.On the other hand, the findings of the interview have showned a notable degree of awareness by the PR practitioners regarding the importance of the PR department, its major role at the university, and the use of various communication channels with the students. Additionally, the findings revealed that the PR department is concerned about managing the university’s reputation and image, solving students’ problems, and seeking to manage and enhance its own reputation.
Keywords: Public Relations,