The Role of Strategic Public Relations in Enhancing Institutional Reputation and Supporting the Objectives of Saudi Vision 2030: An Applied Study on Government Institutions

Abstract

This study examines the role of strategic public relations in enhancing institutional reputation and supporting Saudi Vision 2030 objectives within government institutions. It focuses on strategic communication planning, stakeholder engagement, communication transparency, and digital communication effectiveness. A quantitative, cross-sectional design was employed, and data were collected through a structured questionnaire administered to 300 employees working in selected Saudi government institutions. The data were analyzed using descriptive statistics, reliability analysis, Pearson correlation, and regression analysis. The draft findings indicated that strategic public relations had a positive and statistically significant effect on institutional reputation (β = 0.72, p < .001) and support for Saudi Vision 2030 objectives (β = 0.68, p < .001). Institutional reputation also demonstrated a significant positive effect on support for Vision 2030 objectives (β = 0.66, p < .001). These findings emphasize the importance of strategic planning, transparent communication, stakeholder engagement, and digital responsiveness in strengthening government credibility and supporting national transformation. The study contributes to public-sector communication literature by integrating strategic public relations, institutional reputation, and Vision 2030 support within a unified framework.