An Integrated Framework for Developing Digital Public Relations and Online Reputation Management in Saudi Universities: Evidence from International University Practices

Abstract

Objectives: This study aimed to develop an integrated framework for digital public relations and online reputation management tailored to Saudi universities, by analyzing and drawing evidence from the practices and experiences of leading international universities.

Methods and Tools: The study adopted a descriptive-analytical approach to achieve its objectives and used a questionnaire as a data collection instrument. Two integrated research tools were developed:

• SWOT Analysis: to diagnose the current state of digital public relations in Saudi universities by identifying strengths, weaknesses, opportunities, and threats.


• Delphi Method: to explore the views of a sample of international experts through two successive rounds, with the aim of determining the strategic, technological, and ethical requirements for reputation management based on international experiences.

Results: The SWOT analysis revealed the presence of strong digital infrastructure and leadership support (strengths), contrasted with gaps in digital performance governance and repetitive content patterns.The Delphi results indicated a strong consensus among experts (with relative weights exceeding 95%) on the necessity of simplifying content, activating digital trust indicators, and employing artificial intelligence for proactive crisis monitoring. The findings also showed that reputation management in international universities relies on platform-specific content customization and absolute transparency in addressing sensitive issues.

Conclusions: Based on the findings, an integrated framework was developed comprising four main dimensions: digital governance and ethics, content engineering and influence, technological empowerment and artificial intelligence, and impact measurement and continuous improvement.