Defense Date


Graduation Date

Spring 5-5-2023


Immediate Access

Submission Type


Degree Name



Communication and Rhetorical Studies


McAnulty College and Graduate School of Liberal Arts

Committee Chair

Dr. Janie Harden Fritz

Committee Member

Dr. Erik Garrett

Committee Member

Dr. Richard Thames


The Kingdom of Saudi Arabia is one of the nations that has recommitted to rebranding in modern times, capitalizing on public relations as persuasion techniques. The Kingdom of Saudi Arabia through their Vision 2030 endeavors towards attaining a revamped economy that will attract foreign investors, rebrand the nation and establish mutually beneficial relations between the Kingdom and its domestic and international publics. Vision 2030 was officially coined in 2016 by then then Deputy Crown Prince Mohammed bin Salman (MBS). Vision 2030 is anchored around three primary pillars: developing a vibrant society; secondly, establishing a thriving economy, and developing an ambitious nation. This paper comprises of five chapters that trace the historical beginning of the Kingdom of Saudi Arabia from the early royal Saudi family, to the contemporary rebranding attempts by Prince MBS. Chapter one titled ‘Saudi Arabia Vision 2030’ traces the historical beginnings of the Kingdom and the emergence of Vision 2030 economic plan. Chapter Two titled ‘Public Relations and Saudi Vision 2030’ analyzes how implementation of Vision 2030 capitalized on public relations techniques. Chapter Three titled ‘Persuasion and Public Relations’ examines the concept of persuasion in context to ethos, pathos and logos, and associates with the public relations in context to the Kingdom’s rebranding effort. Chapter Four titled ‘Case Study on Quality-of-Life Program (Saudi Green Initiative)’ examines the manners Saudi Green Initiative was capitalized as a persuasion tool. Chapter Five tilted ‘Conclusion and Recommendation’ culminates this paper offering a summary of analysis and an informative conclusion.