Conversation with Abdurrahman Al-Husami – MasterMinds

Today on MasterMinds, we meet a strategic communications leader who is redefining how data, technology, and public narratives come together. Abdurrahman Al-Husami, Founder and CEO of Makana 360, has built a career at the intersection of policy, digital media, and data-driven communication—where insight shapes influence and strategy drives trust.

With more than 16 years of experience across government and public leadership, Abdurrahman brings a rare depth of expertise. From serving as Strategic Communications Advisor to the Prime Minister of Jordan, to leading Digital Communications for His Majesty King Abdullah II and the Crown Prince, he played a pivotal role in embedding modern digital and social media practices into some of the region’s most influential institutions.

Today, through Makana 360, Abdurrahman helps organizations navigate complex communication landscapes using data, social listening, polling, AI, and digital strategy. His work focuses on image building, public policy communication, citizen engagement, and turning data into actionable narratives that resonate with real people.

His journey reflects a mindset rooted in precision, credibility, and impact. Whether advising governments, shaping national communication strategies, or building a next-generation consulting firm, Abdurrahman believes that powerful communication starts with understanding people—and that data, when used responsibly, can bring institutions closer to the citizens they serve.

I introduce myself as an expert in strategic communication and analysis, having worked for years at the intersection of politics, communication, media, and public opinion analysis using modern tools. I began my career in government and official institutions, progressing through roles related to strategic communication, message development, and managing communication during sensitive moments and crises, with a strong focus on digital communication and content building.
This experience gave me a deep understanding of how decision-makers in the public sector think, and how people perceive and respond to their decisions.

Government work teaches discipline, responsibility, and public policy development. However, the private sector offers greater space for innovation, long-term impact, and building new models. I felt there was a clear gap between what institutions truly need and what is traditionally offered in the field of communication. Makana 360 was founded to bridge that gap.

Honesty is the foundation of strategic communication, and addressing audiences based on their real interests is the most effective way to build support. You cannot manage an image detached from reality, but you can explain reality, place it in context, and present it in a fair and clear way that respects the audience’s intelligence.

It was a highly sensitive and precise experience. Digital communication in a sovereign institution is not just about tools; it requires a comprehensive transformation in media and communication practices, which began in 2012.
I established the Digital Communication Unit responsible for social media and digital media management. Success came from understanding the state’s unique nature, respecting institutional traditions, and introducing modern tools without compromising core values.

They ended the concept of one-way communication. Today, citizens comment, share, and compare. Governments that failed to grasp this transformation are still speaking an old language in a new arena—and according to studies, they rank among the lowest in public trust.

Absolutely—and decisively. Good communication does not beautify a crisis; it prevents escalation and gives decision-makers greater room to maneuver and make calm, informed decisions.

Makana 360 was not built around “publishing content,” but around understanding influence and deeply understanding audiences. We start by asking: What change will this communication create?—not What should we post today?

Data and audience insights help you understand what people are actually saying—not what we assume they are saying, or what our impressions suggest. This difference leads to more precise, less emotional, and more reality-driven messaging.

The challenge is not technology or platforms—it’s fear. Fear of transparency, speed, and direct public feedback.

Yes, but in a carefully studied manner. We focus on markets undergoing real political and economic transformation, where strategic communication has genuine value rather than a purely cosmetic role—particularly in the Gulf region.

The stories we are most proud of are those that changed how official entities think about their audiences and improved their content to reach all target segments—not just those that boosted digital metrics.

We look for organizations that believe communication is a responsibility, not a superficial add-on—and that understanding the audience is more important than temporarily pleasing them.

We use AI as a supporting tool, not as a replacement for human judgment. Final decisions are always human, because politics and reputation cannot be managed by numbers alone.

It will become a core tool for understanding and monitoring public sentiment, but the real risk lies in using it without awareness or clear understanding.

No. Data illuminates the road, but it doesn’t drive the car. Experience and political intuition cannot be replaced.

There is clear progress in form, but we still need deeper development in content, courage, and clarity.
We have succeeded in writing content, but we must complete the full communication supply chain—from research and benchmarking, to strategic goal-setting, audience targeting, messaging, creative content, publishing and distribution, and finally comprehensive evaluation.

Through genuine listening to public voices, acknowledging mistakes, making immediate improvements, and linking communication to results rather than slogans.

The shift from “campaigns” to continuous relationships with audiences, and from mass messaging to targeted, tailored communication.

Building a team that understands the philosophy—not just the skills. We overcame this by investing in people before tools.

Understand context before tools, people before platforms, and responsibility before fame. Communication is not noise—it’s impact.