A Roundtrip Mission from Saudi Arabia to Sudan to Protect Humanity amidst the War: A Public Relations Case Study

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Department of Mass Communication, College of Humanities and Social Sciences, King Saud University, Riyadh, Kingdom of Saudi Arabia

Abstract

This case study explored the role of Saudi Arabia in the recent Sudan conflict, specifically how Saudi Arabia’s public relations efforts helped shape local and international media coverage of the conflict. The study applied a thematic analysis to examine 60 local and international news articles distributed by the BBC, Reuters, CNN, The New York Times, and Arab News, as well as analyzing individuals’ perceptions on the social networking site Twitter (X) about the efforts of the Kingdom of Saudi Arabia during the Sudan crisis.  Three themes emerged from the analysis—evacuations, humanitarian aid, and mediation processes. The findings revealed that Saudi Arabia successfully shaped media agendas during the Sudan War as local and international news outlets displayed positive coverage and impactful images of Saudi efforts. The study also found that individuals had positive feelings and confidence in the Kingdom’s public during the evacuation operations. The study aligns with the assumptions of agenda-setting theory and the value of public relations in shaping public opinion during significant events.

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