LAUSR

Communication is vital in achieving the economic sustainability of media institutions. They adopt strategies that help organizations to communicate effectively, foster partnerships, and promote the adoption of innovations. This study examined the role of communication in developing the media institutions in the United Arab Emirates to acquire economic sustainability goals. The researchers applied the case study method and selected 500 respondents from the UAE Business-to-Business Communication Database. Research revealed that communication positively affects Emirati media institutions. Public relations and communication practices help these organizations to achieve economic sustainability. It was found that public relations and communication affect these organizations to foster partnerships in terms of ensuring transparent operations and trust building. However, the effect of public relations and communication on promoting innovation remained insignificant, as a slight agreement was shown regarding the relevant phenomenon. It was concluded that economic sustainability holds great significance in the Sustainable Development Goals (SDGs) framework, and communication ensures they are achieved in the best possible manner. As a result, Emirates-based corporate sector organizations acknowledge the significance of public relations and communication and integrate these strategies into their comprehensive business plans to attain sustainable economic growth and development.