THE IMPACT OF PUBLIC RELATIONS ON STRENGTHENING EDUCATIONAL INSTITUTIONS’ REPUTATIONS: KING KHALID UNIVERSITY AS A MODEL

Abstract

This study aimed to explore the role of public relations in enhancing Saudi Universities’ reputation. This study focused on King Khalid University as a model. The study used descriptive methodology and designed a questionnaire as an instrument to collect data from a sample of 88 faculty members from different faculties at the university. The results indicated a relationship between public relations and the dimensions of an organization’s reputation (social responsibility, quality of service), and there was no relationship between public relations and the creative skills dimension. The findings revealed an important role for public relations in enhancing the reputation of an organization, indicating the necessity of applying public relations activities and taking care of various audiences at the educational level. The findings also revealed universities’ willingness, especially King Khalid University, to invest in public relations matters to strengthen their reputation.