Exploring The Effects Of Digital Public Relations Practice On The Brand Image Of The Lebanese Embassy In Ghana

Abstract

This dissertation examines the impact of digital public relations (PR) practices on the brand image of the Lebanese Embassy in Ghana. With the growing reliance on digital platforms for diplomatic communication, this study examines how embassies leverage these tools, specifically Facebook and Instagram, to shape public perception and foster relations between Ghana and Lebanon. The study was conducted using qualitative research design and a combination of content analysis of the embassy’s digital platforms with interviews from both embassy personnel and Ghanaian audiences to gain insights into the effectiveness of its digital communication strategies. The research addresses three main objectives: to evaluate Ghanaian perceptions of Lebanon and its diplomatic presence, to assess how the embassy’s digital PR efforts influence its brand image, and to examine the role of digital storytelling in public diplomacy. The findings reveal that the embassy actively promotes cultural and educational initiatives through its social media platforms, contributing to a largely positive public image. However, limited audience engagement and a lack of interactive communication suggest missed opportunities for deeper connection and dialogue. The study concludes that while digital PR can enhance diplomatic branding and improve bilateral understanding, its impact depends on the adoption of two way communication, culturally relevant content, and responsive engagement strategies. It offers practical recommendations for improving digital diplomacy and contributes to scholarly discussions on PR, development communication, and international relations in the African context.