Ar-Riyad, Saudi Arabia Jul 12, 2025 – Driven by increasing local and international investments aligned with Saudi Vision 2030, the public relations sector in Saudi Arabia has experienced substantial growth amidst the Kingdom’s rapid economic expansion. This economic and investment surge has created a significant need for professional institutional communication practices that build reputation, develop key messaging, and enhance meaningful engagement between organizations and their audiences, both locally and internationally.
In response to this need, Crystallizing Public Relations has launched as a modern Saudi agency. Its name is inspired by the seminal public relations book, Crystallizing Public Opinion (1923) by Edward Bernays, a pioneer in the field. The agency’s name reflects the importance of clear ideas and the systematic, transparent, and impactful shaping of public opinion to achieve institutional goals.
Yousef Abd Alshakour, CEO and Managing Partner of the agency, stated:
“We believe that public relations is now a strategic necessity, not just an option, given the transformations underway in the Kingdom. Communication has become an extension of the corporate identity for any company or economic entity.”
He added, “Today, communication is a platform for influence and trust-building, which is our focus at Crystallizing. We are more than just a platform for disseminating news; we are a key component in building relationships and shaping narratives around organizations, leading to positive long-term reputations.”
Abd Alshakour continued:
“Our vision is inspired by His Royal Highness Crown Prince Mohammed bin Salman, who has presented an inspiring model of institutional and leadership communication to the world, making communication a strategic tool for shaping the Kingdom’s regional and global position.”
International Collaboration
In addition to its work in the Saudi market, Crystallizing Public Relations has extensive experience in international cooperation. The agency has successfully completed significant projects with global companies in Japan, including Dentsu, one of Asia’s largest advertising agencies, and renowned media companies like Animate Japan, the largest Japanese retail chain specializing in anime products.
This track record demonstrates Crystallizing’s ability to deliver effective communication solutions that cross geographical and cultural boundaries, meeting the ambitions of local, regional, and international businesses.
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