PUBLIC RELATIONS: THE CASE OF JORDAN?S ACCESSION TO THE GULF COOPERATION
Faisal Al Serhan.
This case study examines the role of government public relations departments as exemplified by the participation of the Jordanian Ministry of Foreign Affairs and Expatriates (MOFA) in the process of Jordanian decision-making. In particular, it focuses on the invitation addressed to Jordan to join the Gulf Cooperation Council (GCC). The study ends by addressing certain conclusions: Firstly, the Public Relations Department (PRD) at MOFA has not been able to market itself properly, leading to excluding it from the decision-making process. This is due to its inability to join the decision-making group as a member and has a place there. Secondly, PRD’s failure to practice its role in boundary spanning between the MOFA and its internal and external public, notably different mass media. Reasons behind such a failure are its inability to provide these media means with information or factual and transparent news that the public insists on having them due to the importance of the issue at hand. Thirdly: The PRD Director and his employees feel marginalized, excluded, and they lack enthusiasm and being initiative because of the ignorance practiced by the decision-maker at MOFA. Fourthly: the need for PR managers and practitioners to promote themselves to attract the decision-makers’ attention. This could be done by implementing various strategies of influence and power, mastering communication, analysis, administration, and social skills, and enjoying a charming charisma. Fifthly: underscoring the inevitability of conducting further studies and research in an attempt to gain a deeper understanding of the role of government public relations departments in the decision-making process regarding vibrant international issues. Sixthly: no media plan was founded at PRD at MOFA.