Current issues about public relations professionals: challenges and potentials of PR in UAE organisations

Abstract

Companies in the UAE lack adequate public relations (PR) strategies and practices, causing them to suffer from both financial and reputational declines. UAE companies are starting to realise the necessity of effective PR, and many are beginning to invest resources in this domain. This study investigates the cause of missing links regarding PR strategies and misunderstanding of PR people jobs in the UAE companies and the significance of implementing PR strategies in UAE organisations. 100 qualitative questionnaires were distributed among PR practitioners and both primary and secondary data were used to maximise conclusive results. Results highlight the role and responsibilities of PR practitioners in the UAE and worldwide in comparison to those in the UAE, especially regarding public opinions of the functions of public relations measured by the questionnaire and their opinions. PR practitioners believe that the underlying and crucial foundation for effective PR is strong communication and ethical transparency. Through communication management and the division of responsibilities and duties among PR practitioners, this ultimately helps the organisation to create healthy relationships both within and outside the organisation.