Early development of PR evolution in the kingdom of Saudi Arabia between 1933 and 1980 – the role of Saudi Aramco.

Abstract

Purpose This paper documents the inception and early developments of public relations (PR) in the Kingdom of Saudi Arabia (KSA) between 1933 and 1980. The study focuses on the pivotal role of the American oil company, Aramco, and the influence of Western perspectives on the shaping of PR in the KSA. Design/methodology/approach The study adopts Bentele's Fact-and-Event-Oriented Type approach, analyzing historical documents pertaining to Aramco's practices and archives. A descriptive qualitative methodology was implemented to appreciate and understand the historical development of PR in the KSA within its distinct cultural, religious, and social context. Findings The findings illustrate that Aramco's PR practices, rooted in Western theories, were not directly applicable in the KSA. Although PR practice was relevant to American employees, it proved ineffective with the Saudi workforce. This led to a series of strikes and disturbances between Aramco and its employees, frequently requiring the intervention of the Saudi government for resolution. Aramco's communication efforts did not fully appreciate Saudi and Islamic culture nor the needs of Saudi society. Adaptation and alignment with these socio-cultural dimensions allowed Aramco to reconstruct its PR practices and foster positive relationships with its employees and the Saudi government. Originality/value This study is among the first to document the history of PR practices and development in Saudi Arabia, using the Aramco case to understand the early evolution of PR in the KSA.