The Role of Digital Public Relations in Enhancing Public Trust and Improving Quality of Life in Security Institutions at the UAE

Abstract

This study examines the role of Digital Public Relations (DPR) in enhancing public trust and improving quality of life within UAE security institutions. While prior research has highlighted the importance of digital communication in governance, limited attention has been given to its mediating role and its influence on both trust and well-being outcomes, particularly in non-Western and security-sector contexts. Addressing this gap, the conceptual framework is developed and empirically tested to examine how Perceived Institutional Performance, Citizen Engagement and Participation, and Perceived Transparency and Accountability influence Employees’ Perceived Public Trust and Employees’ Perceived Quality of Life through DPR. Data were collected from 428 employees and internal stakeholders within UAE security institutions using a stratified sampling approach. The model was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that all antecedent constructs significantly influence DPR, with Citizen Engagement and Participation emerging as the strongest predictor. DPR, in turn, exerts a substantial effect on public trust and a meaningful effect on quality of life, while public trust also positively influences quality of life. Mediation analysis confirms that DPR functions as a central mechanism through which institutional and participatory factors are translated into trust and well-being outcomes. The study contributes to theory by integrating communication, trust, and quality-of-life frameworks within the conceptual framework and by positioning DPR as a mediating construct rather than a direct predictor. It also provides empirical evidence from a UAE security context, extending the literature beyond Western settings. Practically, the findings highlight the importance of strategic digital communication, participatory engagement, and transparency in strengthening trust and enhancing societal well-being. The study underscores DPR as a critical governance capability in digitally advanced public-sector environments.