The Mental Image of the Supreme Commission for Hajj and Umrah Among the Iraqi Public " A Field Study on a Sample of the Iraqi Public"

Abstract

This research aims to explore the public image (Image Mentale) of the Supreme Commission for Hajj and Umrah among the Iraqi public, to determine its type, and subsequently to present value-based recommendations to improve the Commission's performance and enhance the effectiveness of its efforts in the field of public relations communication activities within governmental institutions and bodies.

​    Due to the significance of the public image for governmental institutions and bodies, and to keep pace with the development in means of communication, the idea for this research emerged. The research aimed to identify the public image of the Supreme Commission for Hajj and Umrah. To answer this question, the researcher employed the Survey Methodology, relying on the Scale tool (Measurement Instrument) for data collection from a Simple Random Sample of the Iraqi public, totaling (600) respondents.

​       The research reached several positive and negative findings, the most prominent of which are:

​      The results showed that the public image of the Supreme Commission for Hajj and Umrah is positive among the Iraqi public, as the Commission relies on diverse public relations communication activities through its posts on its Facebook page. The media activities played a significant role, as the Commission utilized this activity prominently in its Facebook posts, focusing on transmitting information to the public and informing them about the services provided by the Commission. The results also indicated that the Commission relied on diverse advertising activities through the content of its Facebook posts, which concerned announcements for Hajj applications, lottery announcements, and instructional announcements.