The Role of International Public Relations in Building Relationships with Foreign Publics
DOI:
https://doi.org/10.31185/lark.5591Keywords:
International Public Relations, Relationship Building, Foreign Cultural Institutes in IraqAbstract
This study aimed to reveal the nature of the relationship that foreign institutes build with the Iraqi public. It sought to identify the dimensions of relationship building, the nature of the communication policies adopted, the challenges facing these institutes, and the mechanisms they use to address them. The study employed a qualitative approach, using interviews with directors of foreign cultural institutes and public relations officers to provide a comprehensive view of relationship building within the context of public relations. The study concluded that the direct and continuous relationship provided by these institutes constitutes a fundamental element in managing a country's reputation, as it allows for the creation of shared meaning and enhances appreciation and trust among foreign publics. It also showed that the effectiveness of this relationship is influenced by the nature of the interaction, the clarity of communication policies, and the institutes' ability to address local and cultural challenges.
The study results showed that relationship building in international public relations activities is a strategic process aimed at maintaining a sustainable relationship between the state and its external audiences. It revealed that foreign cultural institutes in Iraq employ diverse strategies in selecting their target audiences, taking into account local cultural values to facilitate understanding and engagement. The results also indicated that the dimensions of relationship building are implicitly applied, and the study confirmed that relationship building is a fundamental and crucial element within the framework of public relations work.
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