PUBLIC RELATIONS PRACTICES AND ITS RELEVANCE TO ECONOMIC SUSTAINABILITY IN PAKISTAN-BASED CORPORATE SECTOR ORGANIZATIONS

Abstract

Public Relations (PR) and communication are critical in ensuring economic sustainability within corporate organizations. This component helps businesses communicate efficiently, build strong partnerships, and encourage the adoption of innovative practices. This study investigated how communication in PR contribute to the growth of the corporate sector Pakistan, aiming to attain economic sustainability. Using a case study approach, researchers gathered data from respondents within the Pakistan’s B2B Public Relations and Communication Database. Findings indicated that PR communication positively impacts the economic sustainability of corporate organizations in Pakistan. It also significantly enhances partnerships among businesses in the corporate sector. Besides, there was strong consensus on its impact on fostering innovation. It is concluded that economic sustainability is a critical aspect of the Sustainable Development Goals (SDGs), and PR and communication are essential tools for achieving it effectively. Consequently, corporate organizations in the Pakistan recognize the importance of these strategies and incorporate them into their business frameworks to drive long-term sustainable growth and development.