Zahid YOUSAF, Muhammad ZAHİD BİLAL, Syed MAZHER HUSSAİN

IMPACT OF KNOWLEDGE MANAGEMENT CAPABILITIES ON ROLE AND WORK DUTIES OF UNIVERSITY PUBLIC RELATION OFFICERS: A CORRELATIONAL STUDY

Idea to conduct this study is to check the impact of demographic factor of Public Relations Officers PRO and knowledge management capabilities on technical, managerial, and professional responsibilities of PROs. This study is exclusively studying the role and responsibilities of PROs in public universities of Pakistan. To achieve the objective of this study, a Confirmatory Factor Analysis CFA and Structural Equation Modelling SEM will be preferred and statistical approaches to address research questions about relationships among covert and observed variables. While examining the space between study and higher educational institutes' PR practices, presently, the literature suggests some varied conclusions, nevertheless, the study has been developed to streamline the higher education institutes' PR, however, the practicalities of PR in the universities are yet to be developed. Research suggests that PROs who perform on both intellectual and managerial positions, management involve them during organizational decision-making and those PROs reach to the eminence and are respected among superiors

Keywords:

university, public relations, technology, structure, culture, acquisition, conversion, application, security, strategy advisor, monitor & evaluator problem solver, issues management expert, communication coordinator,

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