The study explored the role of public relations (PR) in promoting the image of healthcare institutions in Rwanda, focusing on King Faisal Hospital as a case study. It specifically examined the effects of employee relations, customer relations, and corporate social responsibility (CSR) on the hospital’s image. Using a descriptive survey design, the research targeted 600 patients and caretakers, with a sample size of 86 respondents selected via purposive sampling. Data was collected through face-to-face questionnaires and analyzed using SPSS. Findings revealed a strong link between employee relations and hospital image, highlighting factors such as employee motivation (24.4%) and credibility (19.8%). Customer relations were shown to significantly enhance the hospital’s reputation, with 29.1% of respondents emphasizing repurchase decisions influenced by positive interactions. CSR also played a key role, with 26.7% acknowledging its contribution to brand enhancement and 25.6% linking it to customer loyalty through community engagement. Overall, the study demonstrates that effective PR strategies centered on employee relations, customer engagement, and CSR are vital for building and sustaining the positive image of healthcare institutions in Rwanda.