The Impact of Public Relations on Strengthening the Educational Institutions' Reputation: King Khalid University As A Model

Abstract

This study aimed to explore the role of public relations in enhancing the reputation of Saudi Universities. The 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 the organization’s reputation (social responsibility, quality of service) and that there is no relationship between public relations and the creative skills dimension. The findings showed an important role for public relations in enhancing the reputation of the organization, and this indicates the necessity of applying public relations activity and taking care of various audiences at the level of educational institutions. The findings also revealed the willingness of universities, especially King Khalid University, to invest in public relations matters to strengthen the reputation of the institutions.