From Jeddah to Khartoum: how Saudi Arabia redefined mediation in times of crisis

This effort responds to the commitment expressed by Crown Prince Mohammed bin Salman to turn the Middle East into “the new Europe.” From an institutional and political communication perspective, the crisis in Sudan is a significant example of how the Kingdom uses its tools—both political and economic to manage conflicts and consolidate peace in a country devastated by war.

Strategic communication has become one of Riyadh's most effective tools for managing regional crises and projecting its image as an influential mediator. The Kingdom has not limited itself to classic diplomacy, but has articulated a comprehensive communication discourse capable of transforming political initiatives into coherent narratives aimed at both domestic and international audiences. This strategy is based on the principle of “soft power” and communicative governance aimed at strengthening Saudi foreign policy.

In its approach to Sudan, Saudi Arabia has applied a multi-level institutional communication system. At the official level, the “Jeddah Process” has served as a balanced political and media framework, combining messages directed at the Sudanese parties with communications aimed at the international community.

At the symbolic level, the Kingdom has used public communication tools to consolidate its image as a peacemaking power, leading mediation efforts.

Statements from the Ministry of Foreign Affairs, press conferences, and reports in the Saudi media have reinforced the narrative that “dialogue is the alternative to violence,” a principle that Riyadh has defended for decades, even in the face of its adversaries, convinced that words are a more effective weapon than war.

The Saudi communication strategy has a dual focus: on the one hand, crisis management; on the other, reputation and public image management. Its discourse combines firmness in the face of violence with diplomatic neutrality, a balance that reflects a high level of professionalism in political communication. This approach has strengthened the confidence of regional and international actors in Saudi Arabia's role, despite the complexity of the Sudanese scenario and the overlap of global interests.

From a conceptual point of view, Saudi Arabia's actions in Sudan can be considered a practical application of “diplomatic political communication,” which combines public diplomacy with media crisis management. Riyadh has deployed a comprehensive institutional communication model based on information gathering, strategic messaging, inter-institutional coordination, the use of symbols, and the creation of media alliances, all of which are elements of contemporary state communication.

The success or failure of mediation is measured not only by results on the ground, but also by the state's ability to maintain a positive and consistent narrative. From this perspective, Saudi Arabia has proven to be an Arab leader in political institutional communication, integrating diplomatic action and communication strategy. The management of regional crises, as the Sudanese case shows, requires both the administration of words and the administration of territory.

In short, the Saudi experience shows that “institutional political communication” has become an essential tool of modern diplomacy. The construction of a solid narrative lends depth and legitimacy to political positioning, and in this sense, Riyadh offers an innovative model that combines diplomacy and communication: making discourse management an inseparable part of peace management. This is a new and necessary message in a region where the language of conflict has been dominant for too long.

Dr. Hasan Alnajrani . Saudi journalist and academic