Toward a framework for online public relations in higher education: a comparative study of PR practices in Jordan and Pakistan

Having a significant role, online public relations (PR) in higher education institutions (HEIs) has attained an essential place regarding the management of reputation, involving stakeholders and tackling crises. Nonetheless, in developing countries such as Jordan and Pakistan, the dialogic and strategy-based usage of online (digital) PR does not maintain consistency, as there are many infrastructural issues, hindrances by bureaucracy and the existence of socio-political sensitivity. This study examines the way PR managers (PRMs) in HEIs in both countries understand, execute and tailor online PR practices responding to homegrown problems. Semi-structured interviews (SSI) were conducted. In interviews, 20 PRMs (10 from Jordan and 10 from Pakistan) were selected, and data were analyzed via directed qualitative content analysis (QCA); hence, the study detects five major themes. The first one indicates understandings of online PR, the second one is digital infrastructure and resource limits, the third consists of institutional backing and autonomy, similarly, the fourth one comprises engagement of stakeholders as well as consultation, and the fifth one includes political and cultural impacts. Findings of the study demonstrate that HEIs of Jordan consistently leverage strategic, dialogic (two-way) communication methods, while HEIs in Pakistan show a tendency to respond according to limited sources and bureaucratic backgrounds. The study’s findings indicate a suggested framework having the aim to enhance premeditated online PR in HEIs in evolving zones, with suggestions for policymaking, capability increasing and worldwide PR theory.