IDEAS home Printed from https://ideas.repec.org/a/rfa/smcjnl/v13y2025i4p56-68.html

Effectiveness of AI-Driven Public Relations Strategies in Advancing Sustainable Development Initiatives: “A Case Study of Leading Organizations in the United Arab Emiratesâ€

Author

Listed:
  • Mohamed Mallek
  • Elsir Ali Saad Mohamed
  • Faycal Farhi
  • Riadh Jeljeli
  • Enass Khalil Alquqa
  • Rédha Bougherza
  • Abdullah Abdullah

Abstract

The study investigated the level of implementation of “AI-powered public relations strategies†and determined the reality of sustainable development initiatives in the UAE leading organizations. It sought to verify the effect of AI-powered public relations strategies on promoting sustainable development initiatives. The study was based on the descriptive approach. A questionnaire was distributed to 230 workers chosen from leading organizations in the United Arab Emirates. The results revealed that using AI-driven public relations strategies and adopting sustainable development initiatives yielded high response scores. In addition, “AI-powered public relations strategies†had a statistically significant impact on promoting sustainable development initiatives. The study recommended providing public relations professionals with training courses on artificial intelligence methods that maximize the success of sustainable projects. In addition, it is recommended to use AI to assess audience trends, which contributes to uncovering sustainability-related issues, identifying business prospects, and guiding quality communication plans.

Suggested Citation

  • Mohamed Mallek & Elsir Ali Saad Mohamed & Faycal Farhi & Riadh Jeljeli & Enass Khalil Alquqa & Rédha Bougherza & Abdullah Abdullah, 2025. "Effectiveness of AI-Driven Public Relations Strategies in Advancing Sustainable Development Initiatives: “A Case Study of Leading Organizations in the United Arab Emiratesâ€," Studies in Media and Communication, Redfame publishing, vol. 13(4), pages 56-68, December.
    • Handle: RePEc:rfa:smcjnl:v:13:y:2025:i:4:p:56-68
    as

    Download full text from publisher

    File URL: https://redfame.com/journal/index.php/smc/article/download/7791/6948
    Download Restriction: no
    File URL: https://redfame.com/journal/index.php/smc/article/view/7791
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dariusz Tworzydło & Sławomir Gawroński & Agata Opolska-Bielańska & Przemysław Szuba, 2024. "Sustainability in Public Relations Campaigns: Diagnosis of the Phenomenon Using the Example of PR Industry Research in Poland," Sustainability, MDPI, vol. 16(10), pages 1-12, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      More about this item

      JEL classification:

      • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
      • Z0 - Other Special Topics - - General

      Statistics

      Access and download statistics

      Corrections

      All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfa:smcjnl:v:13:y:2025:i:4:p:56-68. See general information about how to correct material in RePEc.

      If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

      If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

      For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Redfame publishing (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

      Please note that corrections may take a couple of weeks to filter through the various RePEc services.

      IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.