A PhD dissertation was discussed at the College of Mass Communication titled “The Role of Digital Public Relations in Building the Reputation of Iraqi Ministries: An Analytical Study of Government Service Pages on Facebook and a Field Study of Baghdad’s Public,” submitted by researcher Nawara Iyad Kazim.
The examination committee was chaired by Professor Dr. Jaafar Shaheed Hashim, with Professor Dr. Fatima Abdul-Kadhim Hamad as supervisor, and members including Assistant Professor Dr. Zina Abdulkhaleq, Assistant Professor Dr. Huda Adel, Assistant Professor Roaa Hadi, and external member Professor Dr. Salwa Mohammed Yahya.
The study aimed to define the concept of digital reputation, explore its theoretical framework and application mechanisms, and examine the role of digital public relations in shaping institutional reputation through Facebook pages and its impact on public audiences.
Key findings indicated that digital PR practices in service ministries rely heavily on field visits and rational, news-oriented messaging, often lacking a service-oriented approach. The study also noted performance disparities, with the Ministry of Reconstruction showing clarity and partnership-building, while the Ministries of Health and Culture demonstrated ambiguity and limited engagement with criticism.
The study recommended a strategic shift in managing digital platforms, emphasizing their role not only as news dissemination tools but also as service-oriented channels that save citizens time and reduce in-person bureaucracy. It also stressed transparency and highlighting success stories to build a sustainable digital reputation.
The findings align with the Sustainable Development Goals, particularly Goal 16 (Peace, Justice and Strong Institutions), by promoting transparency, accountability, and institutional effectiveness.
