Baghdad Ahmed Nahar AlshanagNorhayati Rafida binti Abdul RahimOsama KanakerAhmed Abdul Malek2024-05-282024-05-2820232024-1-112773-5036https://ijcmit.com/2023/11/11/effect-of-publicity-and-public-relations-on-organizational-reputation-in-uae-a-case-study-on-social-media/https://oarep.usim.edu.my/handle/123456789/7843Volume 4, No 1, 2023, pp. 1-11This study aims to investigate the relationship between communication strategies and their impact on audience engagement and organisational reputation in the specific context of the United Arab Emirates (UAE). This study proposed that publicity and public relations affect positively the audience engagement and organizational reputation. The study also proposed audience engagement as a mediating variable. The population of the study included respondents from three states in UAE. Using a questionnaire, a total of 390 responses were collected. The data was analysed using Smart PLS 4. The findings showed that publicity and public relations affected positively the audience engagement and organizational reputation. Audience engagement affected positively the organizational reputation and mediated the effect of publicity and public relations on organizational reputation. This study offers significant contributions to media organizations in the UAE, enhancing communication theory and providing practical guidance. The findings of this study provide a solid basis for future research efforts, taking into account the specific context of the UAE.en-USPublic relations, organizational reputation, audience engagement, publicity, UAEArticle01110401