الإصدار 6 - العدد 18 (2026-09-20)

The Role of Public Relations and Media in the Success of Commercial Establishments and Companies, and Keeping Pace with Digital Transformation in the Kingdom of Saudi Arabia

Dr: Adnan Alawi Shubar Al-Moussawi

United Academy for Training and Management (AUTM)

This research examines the role of public relations and media in enhancing the success of commercial institutions and companies in the Kingdom of Saudi Arabia, particularly in light of the rapid developments associated with digital transformation. The study highlights the shift in public relations and media from traditional promotional functions toward strategic communication practices that contribute to building institutional reputation, strengthening public trust, improving corporate image, supporting decision-making, and enhancing competitiveness. It also addresses the growing importance of digital media and social media platforms as essential channels for communication with internal and external publics. Furthermore, the research explores the relationship between public relations and media practices and the requirements of digital transformation, focusing on the organizational, human, and technological challenges that may limit effective digital integration. Within the context of Saudi Vision 2030, the study emphasizes the need for commercial institutions and companies to adopt modern communication strategies based on transparency, rapid response, innovation, and effective use of digital technologies. The research aims to provide a theoretical and practical perspective on how public relations and media can support digital transformation, enhance institutional performance, build a positive corporate image, and contribute to sustainable institutional success and competitiveness.