Political Public Relations and Jordan's Reputation: A Case Study of the Ministry of Foreign Affairs and Expatriates
DOI:
https://doi.org/10.35516/Hum.2026.10975Keywords:
Political public relations, reputation, Jordan, X, communication management, ministry of foreign affairs and expatriates, soft-power techniques.Abstract
Objectives: This study aimed to identify the role of political public relations in enhancing Jordan’s reputation through a case study of the Jordanian Ministry of Foreign Affairs and Expatriates.
Methods: The study employed a quantitative approach using content analysis as its main tool, applied to a purposive sample consisting of the Ministry's official website and its account on the platform X (formerly Twitter). This sample was selected because the website serves as Jordan’s digital window to the world and a primary source of information for external audiences, while the X account is the most followed among the Ministry’s social media platforms. The content of both platforms was analyzed through the lenses of Communication Management Theory and Reputation Management Theory.
Results: The findings highlight the central role of the Ministry’s communication activities via its website and X account as key tools in managing Jordan’s digital reputation. By using multimedia, the Ministry has demonstrated its ability to build strong relationships with its audiences. The results also indicate a high level of professionalism and transparency in crafting digital messages and communication strategies. Moreover, the Ministry shows a deep understanding of its audience and their needs, as evidenced by its use of storytelling and case sharing on X. The results further reveal that the Ministry—particularly through its website—has achieved a balance between simplicity and complexity in both the content and its presentation style.
Conclusion: The study recommends that the Ministry adopt strategic communication messages using both rational and emotional appeals, as these play a key role in shaping Jordan’s image and reputation. The findings underscore the importance of equipping government communication practitioners with advanced public relations techniques and strategies, in the hope that this will contribute to building a positive reputation for the Jordanian government.
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