The Role of Digital Public Relations in Enhancing the Reputations of Saudi Universites Among Their Taget Audience: Umm Al-Qura University As Model

Abstract

Combining digital media with public relations has led to an unprecedented transformation of influence on universities. It is crucial for university public relations managers to be aware of social media activity surrounding their institutions. Reputation is crucial for universities, since it has a significant impact on the quality of the institution and determines whether a university’s target audience is satisfied or dissatisfied with its offerings, hence the significance of professional digital public relations (DPR) in sustaining universities’ reputations among their audiences. The primary purpose of this research is to enhance understanding of the role of DPR in augmenting the reputation of Saudi institutions within their target audience. Furthermore, it proposes a formal approach for dealing with incidents through DPR to enhance universities’ reputations. In addition to a comprehensive assessment of the relevant literature on DPR, actual data were collected using a structured Google Forms questionnaire and analysed as part of a case study involving Umm Al-Qura University. The study findings on the significance of DPR as a means to increase the university’s reputation were unexpected. Moreover, the university’s reputation among its audience was neutral. This study concludes by recommending that similar research be conducted, albeit by utilising a survey study across many Saudi institutions to gather comprehensive findings that contribute to boosting the reputation of Saudi universities via DPR.