A PhD dissertation entitled “The Use of International Public Relations for Relationship Building in State Reputation Management: A Study of Foreign Institutes in Iraq and a Field Survey of Their Beneficiaries” was discussed at the College of Mass Communication, University of Baghdad, by researcher Elaf Mahdi Saleh.
The examination committee was chaired by Professor Baqir Mousa Jassim, with Assistant Professor Raya Qahtan Ahmed serving as the supervisor. Committee members included Assistant Professor Jassim Tarish Ghudhaib, Assistant Professor Sundus Fouad Mustafa, Professor Hussein Dubai Hassan, and Assistant Professor Nahla Zaidan as the external examiner.
The dissertation examined how foreign cultural institutes in Iraq build relationships with Iraqi audiences and how these relationships contribute to managing the reputation of the countries they represent. It also explored the dimensions of relationship building, the communication strategies adopted by these institutes, the challenges they face, and the mechanisms used to address them.
The findings revealed that relationship management in international public relations is a strategic process aimed at maintaining sustainable ties between states and foreign publics while enhancing national reputation through cultural and social engagement. The study also found that foreign cultural institutes in Iraq employ diverse strategies to reach their target audiences and incorporate symbolic relationship-building into their communication efforts.
The dissertation recommended adopting scientific methods to accurately measure relationship quality instead of relying solely on behavioral indicators. It also called for strengthening partnership-based planning in cultural activities to promote mutual engagement between both parties.
The study’s outcomes are aligned with the United Nations Sustainable Development Goals, particularly Goal 4: Quality Education and Goal 16: Peace, Justice and Strong Institutions.
