الإصدار 5 - العدد 15 (2026-06-20)

The use of communication methods and tools in achieving the objectives sustainable economic development

Prof. Dr: Ahmed Abdulrazzaq Al-Sayed Omar

Faculty of Business Administration - Department of Business Administration - Majmaah University – Kingdom of Saudi Arabia

This research aims to highlight and focus on certain means and methods of communication, whether through the organization or from outside it, such as the local community (meetings and interviews with citizens, and listening to their opinions, suggestions and complaints) as one of the most important means of achieving sustainable development goals.  We have referred to the explanations and logical processes in  various administrative literature  that address these two concepts in detail, and we have noted the real importance of this, which emphasizes that the role of communication—whether the organization is a party to it or not—in achieving development in all its forms is not merely the transmission of the, but is followed by several processes of influence, persuasion and feedback; this fundamentally depends on the skill with which it is employed. As our research relies solely on the theoretical aspect—that is, qualitative research—it was necessary to combine the deductive approach, through which we sought to address the study’s problem, with the descriptive approach in the process of analysis, and in reaching conclusions and recommendations. Thus, the scientific method was applied, utilizing both inductive and deductive approaches. The results obtained include, most importantly:

1. Achieving the goals of sustainable economic development has become an inevitable reality in order to keep pace with other nations competing in this field.
2. Administrative processes must be based on the premise of eliminating the effects of communication at all levels (economic, social, environmental, legal, and others) 
3. Effective communication contributes significantly to changing the organizational culture and the prevailing lifestyle in society 
4. Technological development and artificial intelligence have helped open up new avenues in global trade, necessitating the design and use of modern technological tools for communication and training in all organizational areas 

Based on these findings, some of which we have mentioned, a set of recommendations has been drawn up (we also mention some of these), which can be summarized as follows:

1. Organizing new communication programs aimed at raising awareness of the benefits of sustainable development and disseminating information on all related matters, as well as its role in comprehensively improving people’s lives
2.  Conducting research and development in communication studies by specialists in the field and allocating the necessary budget for this
3. Establishing specialized teams at the national level tasked with engaging the public and explaining the objectives of sustainable development 
4. Communication programs in this regard should be designed to raise awareness and engage the public in achieving sustainable development goals, and training should be provided in this regard, with feedback and information utilized in planning and implementation processes
5. Drawing on the expertise of regional and international organizations, whilst prioritizing the use of existing personal and internal capabilities and skills without relying entirely on external assistance.