Communication Strategies for Public Relations in Enhancing the Image of Jordanian Government Institutions: A Field Study on the Social Security Corporation

Abstract

Objectives: The study aims at exploring public relations communication strategies for enhancing the positioning of Jordanian government organizations, specifically the Social Security Corporation (SSC), and analyzing public satisfaction with SSC services to improve its positioning.

Methods: This is descriptive research that uses survey methods. The questionnaire was administered to collect data from respondents to answer the study questions. A snowball sample was given a questionnaire. The sample comprises 400 SSC subscribers from the northern, central, and southern areas.

Results: According to the general indicator, the persuasive strategy rated top among SSC's public relations communication strategies to improve its positioning, followed by the media strategy and consensus-building strategy, respectively, and the discussion strategy placed last.   Dimensions of the Jordanian public's positioning resulted from long-standing communication methods were revealed in the study. Furthermore, public satisfaction with SSC's positioning-enhancing services was likewise high. The most vital communication tools SSC utilized to enhance positioning are revealed to be electronic news feed, followed by social media platforms.

Conclusions: SSC prioritizes public relations strategies to enhance the company's positioning. Based on the findings, it is recommended that SSCs provide the proper environment for communication strategies across all dimensions (media strategy, persuasion strategy, consensus-building strategy, dialogue strategy) and provides the necessary support and capabilities to improve such an environment. Since positioning is crucial to SSC's growth, development, and sustainability, the study urges paying close attention to it on all levels (cognitive, emotional, and behavioral).