Abstract

Objectives: The study aimed to reveal the effectiveness of employing dialogic communication theory in public relations practices at Al-Najah National Hospital via Facebook and its impact on reputation management. Methods: This study adopted the descriptive methodology, which is commonly used in this type of research. It aims to provide an accurate description of the phenomenon by identifying the most significant variables related to the topic under discussion. Results: The study results showed that the ease of use of the organization's Facebook page achieved a score of 75%. This is attributed to its attractive and smooth design, which makes it easy for followers to interact with it. This high level of ease of use reflects the effective role of public relations in enhancing the organization's reputation. The high turnout and clear follow-up of the page contribute to embodying the principles of dialogic communication theory through exchange and effective communication between the organization and its audience, and achieving balanced communication that takes the external environment into account. Conclusions: The study concluded that it is necessary to monitor and take into consideration suggestions from followers of the hospital's page regarding services and posts. The results confirmed that Al-Najah National Hospital focuses on automated responses to followers' Messenger messages, a mechanism that does not guarantee effective follow-up from the public.