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In this fast-paced era of growth, development and change marked by transformations across all sectors and levels, public relations emerges as a solid pillar in its positive impact and alignment.

The role of public relations is crucial in building a strong reputation and shaping the public image for anyone seeking to enhance perception of themselves, whether at an individual or organizational level. True success lies in how well they manage and master the methodology of public relations, given its concrete impact in achieving success and managing crises, especially amid today’s rapid digital and media evolution. When done right, it strengthens credibility and trust between the target audience and the relevant stakeholders.

Affirming the importance of public relations in the lives of individuals and societies and recognizing its role in the modern world as a strategic tool in managing corporate communication, shaping reputation and building trust, today — July 16 — marks World Public Relations Day. It is an occasion to shed light on this field and profession, whose influence continues to grow within both public and private sector entities.

Public relations is no longer a peripheral function limited to issuing press releases or managing media campaigns. It has become a fully integrated strategic practice that significantly contributes to shaping institutional direction and enhancing ability to achieve goals with professionalism and consistency.

The profession has evolved into a vital core function and an urgent requirement for any ambitious organization. It plays a key role in crafting public perception, shaping identity and guiding institutions in how they engage with their audiences and partners. It also serves as a foundational bridge for building trust with stakeholders, managing challenges and turning them into opportunities for reputation enhancement and institutional growth.

Public relations relies on a scientific approach, beginning with audience and market analysis and trend observation, then progressing into strategic planning that aligns with an organization’s operational goals. It emphasizes impact measurement and effectiveness to ensure results that can be evaluated and improved upon.

º£½ÇÖ±²¥â€™s Vision 2030 has made it clear that public relations is no longer an optional activity; it is a strategic necessity that supports this national transformation. The vision aims to elevate the Kingdom’s global standing as a leader in investment, tourism and culture, while empowering communities and the private sector as key partners in development. Through flagship programs such as Quality of Life, the Pilgrims Experience Program and Human Capability Development Program, public relations plays a pivotal role in managing the Kingdom’s image globally through communications campaigns, media relations and public diplomacy. At the same time, it fosters internal communication with the Saudi society to build trust, raise awareness of ongoing reforms and ensure positive engagement with national aspirations.

On World Public Relations Day, we take a moment to appreciate this profession and its deep strategic value far beyond one-way messaging or short-term promotion. It is both a science and an art, working hand in hand to build trust, shape long-term partnerships and empower institutions to connect with their environments with awareness, authenticity, and transparency. This day is a reminder of the ongoing need to develop and elevate public relations practices in ways that meet the expectations of communities and respond to the challenges of the future.

Public relations continues to prove itself as a vital pillar of institutional excellence and a key contributor to the success of national initiatives and visions.

To all professionals and enthusiasts in the field, it is important to recognize that public relations is not a secondary function, it is the driving force of any ambitious institution striving for leadership and distinction. It is a critical element in building institutional reputation, strengthening trust and enabling effective communication with all stakeholders. It requires constant evolution, ongoing development of tools and skills, and a keen ability to read shifts in public behavior and needs.

I therefore invite those working in this field to adopt creativity as a mindset, innovation as a tool and active listening as a core value. For it is through public relations that images are crafted, trust is built, stories are told, and messages and missions are powerfully conveyed.

• Waleed bin Huzaim is a corporate communications and international protocol consultant.

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