The Role of Public Relations in the Development and Promotion of Public Structures: University Hassan II Mohammedia-Casablanca as a Case in Point

To face a changing world, universities need to adapt to an increasing pressure of adjustment and transformation. Moroccan universities are committed to a process of reform which implies the development of public relations. This study investigates this process through a qualitative approach that involves interviewing different university agents and partners and analyzing communication tools. Results show that in spite of the efforts deployed by universities, there is still a room for improvements. Practical recommendations are put forward.