A doctoral dissertation titled “Public Relations Communication Activities and Their Role in Shaping the Public Image of the Supreme Authority for Hajj and Umrah: An Analytical Study of the Authority’s Facebook Page and a Survey of the Iraqi Public” was discussed at the College of Mass Communication, University of Baghdad. The dissertation was submitted by researcher Mohammed Abbas Hussein.
The discussion committee was chaired by Prof. Dr. Ali Jabbar Al-Shammari, with Prof. Dr. Nahid Fadhil Zaidan as supervisor. Committee members included Assistant Professor Dr. Raya Qahtan Ahmed, Assistant Professor Dr. Sundus Fouad Mustafa, and Assistant Professor Dr. Huda Adel Taha, in addition to Prof. Dr. Amani Albert Adeeb from the Faculty of Mass Communication at Beni-Suef University, who served as an external committee member.
The study aimed to explore the role of public relations communication activities in shaping the public image of the Supreme Authority for Hajj and Umrah among the Iraqi public, as well as identifying the most frequently used public relations activities by the Authority.
The findings showed that the Supreme Authority for Hajj and Umrah succeeded in developing a positive public image among the Iraqi public through its Facebook page by using a variety of public relations communication activities, particularly media and advertising activities focused on providing information and services related to Hajj and Umrah. The Authority also used multimedia in most of its posts to enhance audience engagement and increase their appeal.
The study recommended developing the Authority’s Facebook page and strengthening its communication strategies by adopting two-way communication, providing clear informational content, and offering direct communication channels such as links, phone numbers, and a hotline. It also emphasized the importance of engaging with followers’ comments and responding to their inquiries in order to build a positive public image among the audience.
The findings of the study align with the Sustainable Development Goals, particularly Goal 16: Peace, Justice and Strong Institutions, which promotes transparency and the development of effective institutions that respond to community needs.
