The Role of Public Relations in Enhancing Marketing Efficiency and Achieving Competitive Advantage: An Applied Study on Saudi Telecom Company (2025)

Abstract

This study aimed to explore public relations by examining its concept, nature, objectives, foundations, target audience, and methods of measuring public opinion. It also examined competitive advantage through the concepts and importance of marketing and competitive advantage, as well as the factors contributing to its achievement and development. The study problem stemmed from the lack of attention given by public relations departments in organizations to explaining their public policies to the public, insufficient focus on effective engagement with the public, and the inadequate activation of their role within the organizational structure to achieve the required objectives, despite their significant importance. This, in turn, negatively affects marketing efficiency and the achievement of competitive advantage. The study adopted a descriptive, analytical, historical, and inferential methodology. Among its most important findings is that the public relations department successfully achieved its objectives, which contributed to the company’s competitive advantage. The company is distinguished by having a public relations department that plays a vital and influential role in achieving its goals, with a strong emphasis on research, opinion analysis, and evaluation to support competitive advantage. Furthermore, employees in the public relations department possess many of the required professional qualities, which enhances the company’s ability to achieve competitive advantage. The study recommended several measures, including the importance of creating opportunities for employees to participate in proposing strategies and developing systems, as well as fostering a positive work environment that encourages creativity and the contribution of ideas. It also emphasized the necessity of implementing and developing public relations management systems, with attention to all human, material, technical, and design components within a coherent and integrated framework to achieve competitive advantage. In addition, the study recommended providing employees with up-to-date information on competitive advantage through training programs or regular meetings between staff and management, as well as generating innovative ideas to improve performance in line with approved plans.