The Impact of Media Communication Quality on Organizational Reputation: The Moderating Role of Public Relations Practices in Saudi Organizations

Abstract

Media communication quality has become an important factor in shaping how stakeholders perceive organizations and evaluate their credibility, transparency, and performance. This study examines the impact of media communication quality on organizational reputation within Saudi organizations while investigating the moderating role of public relations practices. Media communication quality is assessed through message accuracy, clarity, consistency, timeliness, and audience relevance, whereas organizational reputation is evaluated through stakeholder trust, credibility, public image, and institutional reliability. The study adopts a quantitative research approach using a structured questionnaire distributed to employees working in media, communication, and public relations departments within selected Saudi organizations. Descriptive statistics, correlation analysis, and moderated regression analysis are used to evaluate the relationships among the study variables. The study proposes that high-quality media communication contributes positively to organizational reputation and that effective public relations practices strengthen this relationship by improving stakeholder engagement, managing organizational messages, and supporting transparent communication. The study highlights the importance of integrating media communication and public relations activities within a unified organizational strategy. Its findings are expected to provide practical guidance for Saudi organizations seeking to strengthen stakeholder trust, enhance communication effectiveness, and build a sustainable organizational reputation in an increasingly digital and competitive communication environment.