Effects of Government Public Relations on Citizen Trust and Engagement in Sudan

Purpose: The aim of the study was to assess the effects of government public relations on citizen trust and engagement in Sudan. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated that effective public relations strategies can enhance transparency, accountability, and open communication, fostering a sense of trust among citizens. When governments actively engage in clear and honest communication, they address citizens' concerns, clarify policies, and provide timely updates on public affairs. This transparency helps mitigate misinformation and builds credibility, leading to increased citizen trust. Furthermore, well-executed public relations efforts can stimulate civic engagement by encouraging public participation in decision-making processes, promoting community involvement, and fostering a collaborative environment between the government and its citizens. Studies indicate that when citizens perceive their government as trustworthy and responsive, they are more likely to engage in civic activities, support governmental initiatives, and participate in democratic processes, thereby strengthening the overall relationship between the government and its citizens. Implications to Theory, Practice and Policy: Grunig's excellence theory, social exchange theory and institutional trust theory may be used to anchor future studies on assessing the effects of government public relations on citizen trust and engagement in Sudan. For effective practice, government agencies must prioritize transparency and proactive communication strategies to build trust with citizens. On the policy front, governments should formalize frameworks that mandate transparency and accountability in public relations practices.