Gender Issues in the Diversity and Practice of Public Relations in the UAE Case Study of P.R. Male Managers and Female P.R. Practitioners

Abstract

This paper evaluates the feminization of Public Relations (P.R.) and how that may shape the role of P.R. in the United Arab Emirates (UAE). One goal is to highlight the implications for the unique females’ functions between male managers and female P.R. practitioners. Research questions include: What are the common challenges and gender issues in public relations in the UAE? Do P.R. managers encourage the recruitment of female workers and leaders in the P.R. field? Therefore, the findings of the research are based on qualitative primary data derived from semi-structured in-depth interviews with the P.R. managers and P.R. female practitioners. The paper concludes that UAE public relations staff members continue to execute their main roles. Therefore, male and female workers differed significantly in their views about gender fairness in work locations, roles, status, ranks and tasks, responsibilities, and work-life balance.