The recent opening of a NATO liaison office in Jordan has ignited substantial discussion on social media and amongst the general public. Many have sought clarity on the significance and implications of this step. In my view, this development marks a pivotal move towards enhancing practical cooperation between NATO and Jordan, reflecting their robust and continuous ties since 1995.
The establishment of this office in Amman, while recently inaugurated, is not a new idea, it was agreed upon some time ago. The move underscores NATO's broader strategy to expand its presence in the southern Mediterranean. Given the ongoing Ukraine conflict, NATO's need to refine its narrative, messaging, and image is more critical than ever.
It is important to emphasize that in the Middle East today NATO faces a significant challenge in addressing popular perceptions. Despite its efforts to develop and enhance capabilities, NATO has often been negatively stereotyped as a military entity linked to wars and unrest. A quick survey of Arab media would reveal systematic negative coverage and misconceptions, with some outlets even associating NATO with the instability, demonstrations, uprising, they even used the term “revolts of NATO” to describe Arab Spring movements and social protests. This narrative needs to be corrected.
Jordan is currently grappling with unprecedented challenges, including terrorist groups on its borders, weapons smuggling, narcotrafficking, and militias targeting its security. Intensifying cooperation with NATO is crucial, as it was during the fight against ISIS, to help Jordan maintain stability and address these emerging threats. The NATO liaison office in Amman signifies a commitment to Jordan’s security and stability.
Politically, this move sends a strong message from Jordan’s allies about the Kingdom's importance. It indicates a commitment to working with Jordan to develop its capabilities and confront regional challenges. This support is vital for Jordan, especially in these turbulent times.
The primary challenge for the new NATO office is to build an effective communication strategy. It needs to convey NATO's work, its importance, humanitarian missions, and overall image. Improving NATO's global image, which has been tarnished by past negative stereotyping, requires proactive and sustained communication efforts. Inaction could cement a negative perception that might be difficult to change.
The opening of the NATO liaison office in Jordan represents a significant step in strengthening regional ties and security. As Jordan navigates through various challenges, this enhanced cooperation with NATO will be essential for maintaining stability and addressing emerging threats. The focus now must be on building an effective communication strategy to ensure that NATO's true mission and objectives are clearly understood and appreciated.
Having received numerous questions from friends and colleagues about this development, I see this as an opportunity for NATO to reshape its image in the region and reinforce its commitment to regional stability. It is a strategic step forward, one that holds promise for both NATO and Jordan.
Dr. Amer Al Sabaileh
