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Current issues about public relations professionals: challenges and potentials

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Article  in  Middle East J of Management · October 2015

DOI: 10.1504/MEJM.2015.073568

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330 Middle East J. Management, Vol. 2, No. 4, 2015

Current issues about public relations professionals:

challenges and potentials of PR in UAE organisations

Badreya Al-Jenaibi
Mass Communication Department,
College of Humanities and Social Science,
United Arab Emirates University (UAEU), UAE
Email: Aljenaibi@uaeu.ac.ae

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.

Keywords: public relations; United Arab Emirates; UAE; challenges at work;

satisfaction; potentials of PR; issues and needs; qualifications; PR professionals
demand.

Reference to this paper should be made as follows: Al-Jenaibi, B. (2015)

‘Current issues about public relations professionals: challenges and potentials
of PR in UAE organisations’, Middle East J. Management, Vol. 2, No. 4,
pp.330–351.

Biographical notes: Badreya Al-Jenaibi is an Associate Professor in Mass

Communication at the UAEU. Her research interests include international
communication, public relations, as well as the uses and effects of new media.
Her research has appeared in the Journal of Applied Journalism & Media
Studies, International Journals of Information Systems & Social Change, the
International Journal of E-adoption, Global Media Journal and International
Journal of Social and Organizational Dynamics in IT. She served in the
editorial board in 18 peer-reviewed international journals and published more
than 32 peer-reviewed articles. Also, she received Khlifa Award for the best
distinguished professor in the Arab world, Arab Youth and Academic
Publishing Award, Arab Women Creative Award, Quality Assurance and
Community Service Award, UAEU Academic and Publishing Award,
Volunteering Award. She is the Director of Mubadrah Student Community
Engagement Center, her activities were engaged with more than 68 local
organisations.

Copyright © 2015 Inderscience Enterprises Ltd.

 Current issues about public relations professionals 331

1 Introduction

The concept of public relations (hereafter PR) took shape after the Industrial Revolution
in Europe with the emergence of factories that were concerned with communicating with
publics. Other factors in the shaping of PR included the growing complexity of civic life
and government. PR is an effective way to bridge the gap between the government and
the public (Tarawneh, 2015). PR as we recognise it today began in the last years of the
19th and in the early years of the 20th century. Early practitioners were known as
publicists. Ivy Lee and Edward Louis Bernays are credited with being the founders of PR,
first describing PR in the early 1900s as:
“a management function, which tabulates public attitudes, defines the policies,
procedures, and interests of an organization... followed by executing a program
of action to earn public understanding and acceptance.” [Breakenridge, (2008),
p.17]
According to Tarawneh (2015), PR plays a vital role in any organisation. It supports the
organisation’s activities while reinforcing the image of good institutions. Further, it
provides many services to the community by communicating with external publics such
as customers and shareholders. PR is the centre of communication inside and outside the
institution. The success of the enterprise depends on delivery of target public services and
satisfactions gained through plans and programs offered by PR practitioners. PR
practitioners must feed the public positive facts about company services, in the process
also persuading the public, employees, investors, and other stakeholders to form an
opinion of a company and its guiding principles, products or services, and leadership
(Basu et al., 2007; Botan and Taylor, 2006). PR services have varied greatly over time
and with the evolution of society (Lautenslager, 2003). The PR department or unit is
created in many companies in the United Arab Emirates (UAE) and globally to serve the
company and customers. Therefore, with the increasing of PR practitioners numbers,
many people applied for the PR jobs.
According to the Pay Scale (2015), the average PR communications specialist in the
USA earns approximately $47K per year, in addition to bonuses approaching $5K and
certain profit sharing proceeds approaching $5K. Total earnings of communications
specialists span $31K and $71K, depending on individual performance and employer.
Most interesting is that both of these countries in Asia and Europe countries are
outbid at business hubs in favour of the UAE, thus exposing a problem (Ayish, 2005).
The UAE recently erupted as a worldwide centre of business, since it is free from
political and religious turmoil (Ayish and Badran, 1997). Additionally, the UAE was
insulated from current global economic crises that influenced the rest of the world (The
UAE National Media Council, 2014). The country is a target for companies and
professionals searching for new markets and opportunities (Al-Jenaibi, 2014b). While
this is provides the UAE much of its strength, it also presents many challenges, especially
regarding PR and communications (Kirat, 2006).
A common misconception is that PR deals with only customers, but PR’s most
significant contribution often concerns internal employees (Kirat, 2005). PR often plays a
key role in keeping employees satisfied, happy, and working effectively. UAE
companies, especially those in Dubai (Al-Jenaibi, 2013a), often employ people from
different nationalities who represent eighty nationalities (Inter Nations, 2014). PR is also
effective in creating positive public images, but internal problems can seriously hinder
332 B. Al-Jenaibi

this progress. Internal communications challenge companies (Arthur, 2005), also

influencing customers’ opinions. Eighty nationalities in a company mean customers
represent a variety of nationalities too, so communications must consider a
range of languages and cultures (Jackson et al., 2004). Factory managers commonly face
communication difficulties when they speak Arabic, for example, but a workforce speaks
a mix of Arabic, English, Urdu, and German. Consumers face similar difficulties. For
example, if a tour-guide company plays a commercial on a local television channel in
Arabic, only 20% of viewers are Arabian and likely to understand. Such an advertising
campaign would waste institutional resources. There is clearly a disconnect between
consumers and company communications. This article investigates the causes and
consequences of this missing link, highlighting the growing presence and significance of
PR in the UAE business landscape.

2 Problem statement

The main research problem focused in the meaning and image of PR in the UAE and how
PR practitioners understand their jobs, responsibilities and how people in the community
realise their careers. According to Astbury (2013), senior managers in the UAE often
view PR as a form of advertising, considering it to be primarily concerned with issuing
press releases. They also expect the media to cover company news, even mundane
aspects. Local media oblige by printing every press release they receive verbatim,
spelling mistakes and all, regardless of the news value. This makes it difficult for PR
practitioners to argue that this form of PR is ineffective. In many companies, one PR
person is sufficient to churn out press releases and arrange ribbon-cutting ceremonies.
They gain media coverage for their companies, and senior executives are satisfied.
For too many UAE companies, PR is managed by a sales and marketing professional,
often an enthusiastic but inexperienced and unqualified individual, or outsourced to an
agency managed by someone in finance, marketing, or perhaps the CEO. There are more
effective ways of implementing PR that are ignored, to the detriment of business in the
UAE. Although there have been some moves in the right direction, PR in UAE business
has yet to meet its full potential. The industry must educate people about what PR is and
what practitioners realistically can and cannot achieve for companies. UAE tries to
increase the PR departments and people in the companies. The first line of attack should
be recruitment; PR professionals are often hired based on social media experience.

2.1 Research questions

This study addresses the following questions: What is the current state of PR in UAE
companies? And what is the significance of implementing PR strategies in UAE
organisations?

2.2 Research hypothesis

The hypotheses tested in this study are:
 Current issues about public relations professionals 333

a PR strategies endow organisations with financial benefits

b PR strategies endow organisations with reputational benefits.
Variables used in this study are stress and issues in the PR job, experiences, nationalities
and academic qualification or academic level.

3 Literature review

PR as a concept and its association with UAE companies is explored in terms of the
literature. The existing literature indicates that UAE companies generally do not have
well-developed PR strategies. Government agencies employ PR, but growing private
sectors, education, NGOs, and immigration demand increasingly open communication
(Al Hashimi, 2002). The UAE, particularly Dubai, is one of the Arab world’s primary
centres for PR, while Bahrain, Kuwait, Qatar, Saudi Arabia, Lebanon, and Egypt are also
developing PR capacity (Hill, 2011). Dubai provides much consultancy to Abu Dhabi,
though this is changing as more agencies open in the capital and corporate teams take on
some PR responsibilities.
Tarawneh (2015) stated that PR plays a crucial part in the success of any project or
activity in the organisations and communities, whether politically, economically, socially
or culturally such as elections or non-profit campaigns like anti-smoking and health
campaigns. Attention is no longer focused on PR in the marketing of goods or expand the
scope of production but extended attention to PR campaigns. PR campaigns are used by
many countries around the world to improve their images. PR also plays a major role in
research that serves to raise an institution’s reputation. The concept of PR has evolved in
many countries and has come to serve a key role in organisations, but still PR is limited
in many government agencies and private enterprises. Limited what many officials and
business owners still must pay attention about the lack of familiarity with the importance
based on and PR campaigns that have become used in many countries of the world
activities. According to Kirat (2006), PR is still a new concept in many Arab countries
like the UAE and many managers misunderstand the role of PR people and their
activities, one of the stereotypes of PR people is they are receptionist or recipients guests
only . But nowadays, everything is changed, Tarawneh (2015) believed that PR is the
central department in the heart of any company which deals with everyone inside and
outside the company. This means that there are a lot of concepts in the field of PR has
changed and expanded interest in PR from government installations, especially to the use
of PR campaigns at the level of states and governments and PR that the traditional
disciplines. The growth of the role of PR requires workers in this area, many PR jobs are
offered and many unities or departments increased in different organisations and
countries.

3.1 Definition of PR
Tarawneh (2015) believed that the PR is as an ongoing process through the
administration which seeks to maintain and enhance the understanding and trust between
the clients and the general public. Also, it is an administrative function to assess public
attitudes and link policies and procedures of the individual or organisation public
334 B. Al-Jenaibi

interests while implementing a practical program for public understanding and

acceptance. The Public Relations Society of America (PRSA) (n.d., p.1) highlights that
PR serves a key part in, “creating mutual understanding among groups and institutions”.
PRSA recognises the place of groups and institutions in the PR process, and it suggests
that these entities have interests that must be protected. It also presupposes streamlining
these benefits for mutual good, and this mutuality implies that PR professionals are
intermediaries between an organisation and the public (Kirat, 2005). PR must align the
interests of these two parties for mutual advantage, conducted by convincing the
organisation that PR place the broad interests of the public before the interests of the
organisation (Smith, 2004). By doing this, the organisation is serving its own interests
indirectly, and hence PR has enlightened self-interest.
Another definition is that offered by Broom (2012), whose book serves as a sort of
PR Bible in the USA. According to them, PR is the “management function that identifies,
establishes and maintains mutually beneficial relationships between an organization and
its publics upon whom its success depends” (p.3). The portion of the definition “upon
whom its success depends” (p.3) is noteworthy since many organisations have not yet
recognised this function of PR. A company’s success or failure depends considerably on
its relationship with various public actors, and the public is another module.
Jefkins (1983, p.1), a British author, states that PR “consists of all forms of planned
communication both inward and outward between an organization and its publics for the
purpose of achieving objectives concerning mutual understanding”. Jefkins’ definition
includes a term common to many PR definitions: mutual understanding. Mutual
understanding is a broad concept that “every organization must seek to establish”
[Olusegun et al., (2006), p.141]. Inward and outward communication implies two-way
communication involving both the organisation and its various public actors (Lancaster,
2012). A final definition is referred to commonly as «the Mexican statement», adopted at
the first World Congress of National Public Relations Associations held in Mexico in
1978. It states, “Public Relations is the art and social science of analysing trends,
predicting their consequences, counseling organizational leaders as well as planning and
implementing a programmed of action that will serve the interest of not only the
organization but also that of its publics” [Udomisor and Osademe, (2013), p.1]. The
definition is broad, multidisciplinary, and all-embracing, suggesting PR borrows
knowledge and expertise from other fields such as psychology, politics, sociology,
language, etc. (Al-Jenaibi, 2014d). PR is an art because it involves artistic skills, fine arts,
language, writing, public speaking, etc. It is a social science because it uses social
scientific instruments to understand and predict human behaviours. It attempts to
understand its environment and relate to it mutually. PR monitors, surveys, and
researches issues and occurrences in the environment (Kirat, 1998). It advises an
organisation so that its policies accord with public expectations, and implements
programs that favour both the organisation and the public in a win-win outcome.

3.2 Significance of PR in organisations

Tarawneh (2015) described the task of PR practitioners as gaining of satisfaction or
‘engineering of consent’. PR serves as a mediator between the public and the
decision-maker. It also assures people in the instance of institutional crises that require
swift action and urgent decisions. During the organisational crises, PR must circulate and
inform publics about facts not demolished the negative news to protect the originations
 Current issues about public relations professionals 335

images. PR as a job tried to do not become the subject of criticism it is trying to turn facts
or bias or adopt views and defend them, which is located under the title of counterfeiting,
distortion, the associations of PR in the USA, Europe and developed a code of ethics for
the activity of PR and philosophies. The USA and Europe countries where the first
countries that created PR ethics through the PR associations.
This study addresses the question of why institutions need PR. According to Katib
(2013, p.1), defines PR as “the deliberate planned and sustained effort to establish and
maintain mutual understanding between an organization and its publics”. It must be
designed consciously, with research, deliberation, anticipation, analysis, and balancing of
potential consequences. Good PR is the telling of a positive story to the public – the
better the story, the higher degree of public acceptance. If a story is especially appealing
to potential clients, the organisation experiences a PR breakthrough. In this case,
communication with a target market might be very public, and PR occasionally
influences the public, especially true for political action groups, associations, and other
groups.
Sometimes PR is synonymous with community relations. In larger, publicly held
firms, a community affairs professional serves as a director of investor relations.
Investors are public entities, so PR is appropriate (IPR, 2013). According to Kirat (2006),
like other countries, the UAE needs PR because its companies must engage in awareness
marketing of both the company itself and its products. PR is a part of marketing, and is
cost effective when targeting markets (Hiebert, 2004). PR is about raising a company’s
profile, managing its reputation, and building relationships with people interested in the
business, all of which are vital to long-term organisational success. Through media (both
traditional and online), PR can increase a company’s profile, raise awareness of what the
company does, educate target audiences, and position the company as an expert in the
field. This, in turn, generates enquiries and sales (CIPR, 2013).

3.3 UAE PR agencies

The Department of Public Relations occupies a privileged position in the organisational
structure of government institutions. The importance of PR differs from one organisation
to another depending on its unique goals, its relationship with the public, the nature of the
services provided by the institution, and their potential physical influence (Tarawneh,
2015). The number of PR agencies operating in the Arab region measures the growth of
PR in the UAE. Although the first PR agency in the UAE was setup more than 25 years
ago, major growth has occurred in the last decade. Market value is more difficult to
gauge, with estimates ranging from USD $500 million to $1 billion, depending on what is
included in the count (retainers, media monitoring fees, event management, print
production, etc.) (Hill, 2011). The table shows the state of PR by comparing the number
of PR agencies in various areas. This is not exclusive to the UAE, but includes other
countries to provide a fair assessment of the Arab region.
Reliable data for PR agencies in the Middle East is scarce. There is not a centralised
reference directory of PR practitioners or a distinct category of PR practices for licensing
a PR agency unless it is setup in a free trade zone. Memberships in professional
associations such as the Middle East Public Relations Association (MEPRA, 2013) or the
Gulf Cooperation Council (GCC) Chapter of the International Public Relations
Association (IPRA) runs in the low hundreds even though there must be at least two to
336 B. Al-Jenaibi

three thousand people who conduct some form of PR as part of their professional roles
(Gregory, 2004). Non-profit trade associations are new in the UAE and their value is
being recognised slowly. Traditionally, PR spending is subsumed into advertising
budgets, either by advertising agencies adding PR as part of their integrated services or
when media outlets promise free PR if advertising is purchased (Barsky and Nash, 2004).
Although the situation is improving, a correlation exists between coverage and
advertising, particularly regarding specialist magazines that rely on advertising revenue.
Paying for coverage, whether cash or incentives, is as evident in the UAE as it is in the
rest of the world, though a number of media houses have clear policies on gift giving,
which helps set standards.
Like the rest of the world, the UAE struggles to develop a standard approach to
communication, whether it is PR, marketing, etc. PR education varies from college to
college and academician to academician, with textbooks sourced from the USA that have
very little relevance in terms of case studies. MEPRA uses the PR definition from the
Institute for Public Relations – a sustained dialogue with one’s public. The version
usually practiced is limited to media relations with a local twist; often there is one media
relations expert in each agency whose role is to manage press relationships, meaning that
there is only one conduit for information to media.

3.4 Views of PR professionals

Falhi (2015) indicated that for PR specialists to be effective, they must understand the
trends and developments taking place in public opinion, being fully aware of the
administration’s policies and problems. The specialist must believe fully in the
organisation’s work and be alert to the contexts in which institutions function. It is by
allowing PR people to get experiences and advantage of every opportunity or activity
they did to serve the publics and achieve its interests. For example, when they
communicate with people and respond to appoint questions, they gain more experience
and they know how to communicate, handle the issues and activities inside the
companies. If PR practitioners face crises in their organisations they must quickly
understand the landscape of media impacts and act immediately to protect the company
image. So, the circumstances that PR people faced during crises is to pay boost about the
culture around them and the psychology of the masses, their needs and to act in the
administrative work to do their jobs successfully. PR people have sustained effort in the
companies followed by studies planed.
Sustained effort means it is insufficient to start a plan; it must be carried through to a
logical end. This is difficult considering unstable economies, political instability, and
other factors (Lautenslager, 2003, Al-Jenaibi, 2014c). Following are the most common
misconceptions in the field. “PR is about being friendly” [Cohen, (2011), p.1]. Many
people believe PR is nothing more than being friendly to others, a role that anyone who is
good-looking and has a pleasant personality can play for an organisation. These are, of
course, “good attributes for a PR professional to have, but it takes much more than that to
be a PR professional” [Comcowich, (1999), p.2].
PR requires good communications skills, both oral and written, and PR is not a
superficial preoccupation, but a serious profession requiring sufficient academic
preparation, training, and work experience. “PR professionals need not be pleasant and
likable all the time” [Courtney, (2014), p.3] but they can and should be serious and tough,
yet diplomatic when the situation calls for it.
 Current issues about public relations professionals 337

3.4.1 PR is an art

Some scholars believe ‘PR is an art’ such as Ivy Lee [Ormsby, (2015), p.2]. As an art, it
requires creativity, imagination, and even intuition. PR is in part art, and does require all
of these attributes, but it is also a science. “PR does not entail only coming up with
brilliant, out-of-the-box ideas” [Altucher, (2013), p.4]. It involves knowing how to bring
these ideas to reality through a systemic approach involving research, planning,
budgeting, project management, and evaluation of results.

3.4.2 PR is just publicity

Falhi (2015) argued that some publics confuse the meanings of PR and publicity. This
confusion is due to the union objectives and aims of both meanings. Propaganda is one of
the types of communication and influence, using force to control the ideas of members of
the community by exploiting their emotions and instincts. This is done by means of
public communication. For example, while regulating a company propaganda campaign
to change the concept. When there was debate about the extent to which drinking cola
accords with Islamic law, Pepsi-Cola was quick to organise a propaganda campaign to
confirm the validity and purity of the drink.
Some people believe PR is about achieving as much exposure in the media as
possible. Walquist (2009) stated that publicity is just one of the tools PR uses. It is a
primary tool at times, but it is one of many to be used as needed and when appropriate.
There are times when being low key and avoiding the limelight is the best course of
action.

3.4.3 PR is the same as advertising

Falhi (2015) stated that advertising have many means of communication campaigns
which targeting the access to the largest number of buyers to announce the sale of the
lowest prices. The different between PR and advertising on the one hand that this is the
last resort to buy space in the newspapers, or part-time on radio and television, and so in
order to express the company point of view or the announcement of the sale of products
and services. This may agree or disagree with the viewpoint of the publisher or
broadcaster, because the reader or listener receives a paid message. Adverting is a paid
messages for a profit purposes while PR is non-paid activities and communication for
non-profit services.
Some ads may provide a positive reputation for a factory, goods, or services and serve
as a catalyst for PR programs. However, adverting differs from PR, although it plays a
significant role in the PR program. Some people, even those in business, believe PR is
synonymous with advertising. “Advertising involves producing advertisements about a
company’s products for print, radio, television, and other media” [Parekh, (2012), p.3].
PR is about gaining positive coverage for a company in the media by convincing
journalists of the newsworthiness of information or messages conveyed to the public
through them. This is in addition to using various tools to convey a company’s messages
through, for example, special events, speeches, and various publications such as flyers,
pamphlets, books, films, etc.
338 B. Al-Jenaibi

3.4.4 Only big companies need PR

Some people believe that PR is only relevant to large companies, rather than small or
start-up companies. However, new companies need PR most to get their organisations
and products known and supported by the public. “It is vital for new companies to get
expert PR advice from the beginning” [King, (2013), p.1]. A PR misstep early in the life
of a company can have long-term repercussions and may cost the company a long
recovery time.

3.4.5 PR is just a staff function

Many CEOs believe that the role of PR is unimportant, thinking that it can be delegated
to a junior officer or staff member in a human resources marketing department who has
some communications skills. Successful corporations realise that PR should be a
management function, perhaps even within the top management team. “If the CEO of a
corporation does not have any PR sense or does not listen to PR advice, PR gaffes are
likely, subjecting the company to public criticism or lawsuits that could cost the company
enormous fines or damages” [Granneman, (2006), p.2].

3.4.6 No ethics in PR
The worst misconception about PR is that it contains no ethics; anything goes as
long as it promotes or protects the company’s interests, or helps achieve its objectives.
“This is an unfair indictment of the profession...Although some PR professionals are
unscrupulous” [Hallahan, (2004), p.6], most are similar to other professionals;
condemning a person because of his/her profession is stereotyping. They fail occasionally
like all people, but are capable of reverting to the right path when they do something
incorrectly. PR professionals are commonly perceived as engaging in lying and
deception. “The worst behavior attributable to PR professional is that they accentuate a
company’s positive attributes, but that is to be expected” [Hyde, (2012), p.1]. If found to
be lying, they are being counterproductive since the truth is usually discovered
eventually, and they would lose credibility among the media. PR professionals are
commonly accused of trying to corrupt media, politicians, and government authorities
through bribery. This could backfire because again, the truth is usually discovered in the
end. Honest and ethical elements in the media and government will denounce or expose
them, tarnishing not only their reputations, but the company’s too.

3.4.7 PR is for need only

Some people believe a company should use PR only when needed, such as when
launching a new product, celebrating a milestone, or confronting a crisis. “Having
permanent PR counsel is tantamount to having someone who knows the company’s
history and its products well” [Lawrence et al., (2003), p.158]. Such a professional would
have plans in place to deal with PR situations such as crises when quick responses are
required. “We do not expect PR misconceptions to disappear from one or several articles
that dispel them” [Miller, (2014), p.1]. PR professionals must persist with PR for PR
through all media, though that might be insufficient. Perceptions of the PR profession
depend on how PR professionals in the UAE conduct themselves over time. Nothing
 Current issues about public relations professionals 339

replaces performance. These problems haunt the PR industry and deter its functioning,
but other issues might be more important.

3.5 The UAE

The UAE is a Middle Eastern country on the tip of the Arabian Peninsula that joins
seven emirates (Abu Dhabi, Dubai, Sharjah, Ajman, Ras Al Khaimah, Fujairah, and
Umm Al Quwain). The country was established on the 2nd of December 1971. The
capital is Abu Dhabi and the country is currently ruled by President Sheikh Khalifa bin
Zayed al Nahyan (Malit and Al Youha, 2013). The UAE is part of the GCC states
and shares borders with Saudi Arabia and Oman. The country consists of around
83,600 square kilometres (32,400 square miles), including 200 islands. The National
Bureau of Statistics (2014) indicates that the population was 9.4 million in 2013. The
population has increased 10,289% during the last 50 years and approximately 80% of the
population is non-UAE nationals. Islam is the predominant religion, but Christianity,
Hinduism, and other religions are also practiced. The official language of the UAE is
Arabic, with English, Hindi and Farsi also being spoken.

3.6 Struggles UAE PR professionals face

This section highlights PR misconceptions while grounding them with field evidence.
This section is highly specific to the roles PR professionals play in the UAE. A primary
issue in PR is insights into the extent to which thoughts and actions of practitioners are
founded or influenced by academic knowledge and research. “Understanding of the
relationship between theories/research and knowledge/tools a practitioner needs is
lacking” [Shaw, (2002), p.11]. According to previous studies done by Ayish and Badran
(1997), and Al-Jenaibi (2014a), they believed that the majority of PR appears to be based
on intuitive or experiential learning rather than grounding in or drawing from academic
knowledge. PR scholars such as Abbas (2001) and Hill (2011) indicate that absence of a
strong academic foundation to guide the work of many practitioners influences a further
professionalisation of the discipline. The greatest problem in PR is its misconceptions.
Kirat (2006) studied PR in the UAE and he argued that when asked about lack of PR in
their firms, several UAE companies – including large multinationals – deflected the
question with claims that were similar to misconceptions like PR people are receptionists
only. But still other scholars like Badran et al. (2003) stated that the practice of PR in the
UAE developed very rapidly. Taylor (2001) believed that the Arab world needs more PR
research considering the educational and ethical issues that face PR professionals in the
Arab world. These issues are highly important for the field of PR development. Kirat
(2006) and Hill (2011) agreed that the development of PR companies in the UAE
reflected the importance of economic activity in the country and affected the growth and
the need for PR as a field to increase the UAE economy. Although, Badran et al. (2003)
published that PR people in the UAE – which is a small and young country – “risk
abandoning any code of ethics and resorting to the most virulent forms of press agentry”
[Jaouhari, (2012), p.10]. Overall, the PR field is still new in the UAE but it developed
very quickly in this small country.
MEPRA (2013) published that with an increase in the number of courses institutions
offer, students have greater choices of degrees, but essential for them is choosing
340 B. Al-Jenaibi

something that bodes well for future jobs. Within PR, most employers are not looking for
a PR degree, but instead the right attributes to start at the bottom. Internship opportunities
are increasing, but most are unpaid. For practitioners seeking professional development,
few options exist beyond local, public courses that are usually priced above what an
individual is able to pay, and courses and diplomas offered overseas by bodies such as the
British Chartered Institute of Public Relations, International Association of Business
Communicators, and MEPRA have tentatively created workshops and boot camps that
senior members deliver. Although priced far lower, attendance is low even though
employers report they want to train staff members.
The most cited reason for not accepting the PR job by graduate PR students in the
UAE is lack of time. Institutional development is arduous and practitioners generally
hold local academia in low esteem, although there are many opportunities for greater
collaboration. MEPRA held a practitioner/educator conference in January 2011 – the
Middle East’s first PR conference, supported by Zayed University – as a starting point to
foster greater dialogue between the two groups. Student chapters are not yet a feature of
university life, but MEPRA championed the first PR student day in November 2010, with
a second scheduled for 2011. An intra-university competition is scheduled for the next
academic year, and a number of initiatives are underway to benchmark university
courses. Thus, the easiest solution is to demonstrate, at the undergraduate level, the
importance of PR, and create a market so more people study it, are granted degrees, and
enter the field.
Fitzpatrick and Gauthier (2001) created a responsible advocacy theory. They believe
that ethics and professional responsibility are fundamental to PR. Ethics includes:
“Practitioners greatest need for ethical guidance is in the reconciling of their conflicting
roles of professional advocate and social conscience. PR professionals best serve society
by serving the special interests of his or her client or employer. First loyalty is always to
client, but also have a responsibility to voice the opinions of organizational stakeholders”
(p.1). Their theory came about as a result of witnessing the benefits of ethical PR where
the customers are considered essential and at the heart of PR operations. Fitzpatrick and
Guathier argued that with the growth of ethical and conscious PR agencies, companies
would become even more competitive. In other words, the dynamic and healthy
relationship with the customer is absolutely critical to an effective and thriving business.
It becomes essential that the PR agency work to learn appropriate ways to communicate
with and understand the needs of their customers.
It is worth noting here that “responsible advocacy seeks to marry the ethical identity
of public relations professional as advocate and social conscience, two roles that have
consistently been at odds with each other” [Cox, (2006), p.2]. Fitzpatrick and Guathier’s
(2001) theory lays the foundation for ethical PR professionals to follow. They outline
three necessary codes. First, PR practitioners must be aware of potential risks of harm
and/or benefits that result from their actions. Second, trust and respect is absolutely
necessary. Third, “a public relations professional must see that all rewards and difficulties
be equally allocated” [Cox, (2006), p.3]. In general, the Fitzpatrick and Gauthier (2001)
theory or model focuses on the PR people “being able to serve the interests of clients
while simultaneously and equally serving the interests of society at large” [Cox, (2006),
p.3].
 Current issues about public relations professionals 341

4 Methods

4.1 Research approach

A qualitative method was used in this study. Since this study examines employee
behaviours and perceptions of the significance of PR in organisations, qualitative
research was appropriate for examining underlying motives of human behaviours.
Qualitative research helps researchers emphasise natural settings, perspectives of human
behaviours, grounded theories, and processes that provide results that are effective in
large groups (Woods, 2006; Al-Jenaibi, 2013b). Qualitative research endowed this study
with subjective assessments of attitudes, behaviours, and opinions. Additionally, it offers
an opportunity for in-depth examinations, easing use and interpretation of subjective data.
It is not limited to fixed, definable variables and this allows the research to contribute to
theory building.

4.2 Research strategy

The method of collecting data for the exploration of research objectives represents the
research strategy (Creswell, 2009). Common strategies include questionnaires,
ethnographies, action research, experiments, case studies, and longitudinal studies
(Ardilly and Tillé, 2006). For this study, a questionnaire was the most viable research
strategy to identify perceptions and ideas regarding issues PR professionals face in
diverse organisational environments. This technique was used because local employees
can be easily accessed. The questionnaire was able to ask questions personally to
employees to gain extra knowledge and responses from subjects. Electronic responses are
not used because it allows only answers given to subjects, limiting answers face to face.
When questionnaires were distributed, subjects sometimes talk about topics they do not
wish to disclose in writing.

4.3 Research instrument

A questionnaire rather than a survey was chosen to employ a qualitative method,
allowing a more natural method to gauge data and affording the ability to examine
change processes longitudinally. By interviewing and observing people, the method
provided a better understanding on people’s meanings. With an abundance of valuable
information available, data, ideas, and issues can be adjusted as they emerge, so it is a
better instrument for researchers who want to generate theories. By talking to and
observing people, the process occurs naturally in its own environment rather than in an
artificially created surrounding. The questionnaire method was also employed since PR
agents are few at each institution, and at several locations, no such agents exist. The
procedure started with face-to-face interviews, and then questionnaires were distributed
among participants. The final stage involved observing subjects and using social-help
methods to gauge understanding of the interviewee, and responses were recorded only
after a participant understood the question.
342 B. Al-Jenaibi

4.4 Sampling technique

A random sampling method was used in which personnel working as PR professionals
were chosen as subjects. The UAE is a small country and PR offices are very limited, the
sample size was 100, selected from various UAE regions. The reason behind selecting
respondents from the regions was to measure the effectiveness of PR strategies in
multinational organisations.
Several workplaces are included such as Al-Ain Distribution Company, Ministry of
Labor, Al-Ain Municipality, Abu-Dhabi Chamber of Commerce and Industry, Al-Ain
Municipality, Fujairah Municipality, Abu-Dhabi Food Control Authority (ADFCA),
Dubai Health Authority, Sharjah Ladies Club, Social Affairs Center, Fujairah Radio
Station, Fujairah TV Station, Fujairah Airport, Fujairah Police Department, DP World,
Immigration, Al-Futtaim Motors, Etisalat (UAE Telecommunication Company), Umm
Al-Quwain Bank (Ajman Branch), Dubai Islamic Bank, Health insurance companies
DAMAN, National Bank of Abu-Dhabi, HSBC, Invest Bank, Two four 54, ADIB,
Al-Khaleej Bank, Iran Bank in Al-Ain, UAE University , schools and hospitals.

4.5 Sample demographics

Questionnaires were distributed among 100 PR professionals who worked in PR

positions in various organisational capacities. They were between 30 and 45 years old,
and held BA and BS degrees, except one who hold a master’s degree.

5 Theme analysis

In this section, research themes are analysed based on questionnaire data.

Table 1 Research themes

Theme Present Respondents’ comments

The goal of the PR Identified by 75% of
position respondents.
Functions of PR 80% agreed that to achieve the
goals of PR.
Responsibilities and 60% agreed that PR should
duties create a corporate image.
Features of PR agents 100% PR agent distinguishes
PR practitioners by dealing
with all segments of society.
Stresses and issues faced More than 70% of
by PR agents respondents agreed that PR
agents are time conscious.
External and internal 65% agreed that PR
communication incorporates both external and
internal communications.
PR is a two-way process and it is
strategies connect customers to
the workforce.
Some functions should be
applied.
PR strategies should include
organising events.
Creativity and experience are
necessary for a good PR
professional.
PR agents must manage with low
budgets and little help from
colleagues.
Communication is different based
on the organisation.
 Current issues about public relations professionals 343

Table 1 Research themes (continued)

Theme Present Respondents’ comments

The experiences and 80% accepted that the most
qualifications important qualification for a
PR employee is a bachelor’s
degree in PR.
No racial discrimination 90% reported there exists no
between citizen racial discrimination between
practitioners of PR and citizen and foreign PR
foreigners practitioners.
Encouraging graduates of All interviewees encouraged
PR. new graduates.
Problems PR 70% stated there are some
practitioners face problems that PR practitioners
experience.
Demand for PR jobs 95% understood that there is
local interest in the field.
Other qualifications include
experience with computers,
design skills, speaking English,
and etiquette.
Racial discrimination in some
companies such as allocation of
privileges, manifested as alien
possession of private houses and
salaries higher than citizens’.
Graduates understand that the
industry is young and experiences
many difficulties.
Examples are understanding
English, satisfying people;
assignments that detract from PR
and working more hours outside
of normal work times.
A PR job is enjoyable, and
employees are helpful to each
other.

5.1 The goal of the PR position

Identified by 75% of respondents, a good PR agent sees customer satisfaction rising to
the forefront, while keeping all employees happy. Respondents agreed that PR is a
two-way process of communication to resolve conflicts and keep the workforce
operating. Several respondents inferred that they act as the human part of a large machine
that is the company. Thus, PR strategies connect customers to the workforce and
stakeholders. Their goal is to create an internal marketing culture within the organisation
and foster mutually beneficial, long-term relationships with customers and other groups
of people.

5.2 Functions of PR
The majority of respondents (almost 80%) agreed that to achieve the goals mentioned
above specific functions and directives should be applied by:
a introducing the audience to the institution to inform them of its goals and policies
b providing products that contain simple language
c informing the audience of changes in institution policies for increased transparency
and cooperation
d helping the audience with decision-making by providing all information needed so
decisions are based on facts
e making certain all incidences like crises inside companies are true in shape and
content
344 B. Al-Jenaibi

f delivering honest feedback from the audience to higher managers and the institution
to create collaborative policies
g following up on feedback concerning the institution and its services
h encouraging a sense of belonging among workers
i encouraging loyalty and workplace harmony by thoughtfully examining and
addressing complaints
j fostering cooperation in achieving cultural and economic goals so that everyone
becomes an ambassador of the company
k encouraging communication between administrative levels
l assuring institutional goals and operations meet customers’ satisfaction
m working as a coordinator among various administrations to create harmony among
them and the external audience
n communicating within the institution and with other institutions that participate in
the same industry or are located in the same community by exchanging press,
publications, and other media
o conducting research for PR problem-solving, without relying on speculation,
intuition, or generalisations.

5.3 Responsibilities and duties

60% of respondents agreed that PR should create a corporate image, convey the right
message, and ensure that customers agree with company guidelines, while simultaneously
not falsifying information. They also reported that PR strategies should include
organising events both inside and outside company, and PR agents should manage both
company and customer files.

5.4 Features of PR agents

Nearly all interviewees mentioned that a good PR agent distinguishes him/herself by
engaging themselves with all of society. A superior agent works hard to be known not
only in their unique business but in the community as well. It is imperative that a superior
PR agent have in-depth understanding of all strata and operations within an organisation.
Several answers suggested that a good PR professional distinguishes him/herself by
demonstrating confidence and pride in his/her work. Creativity and experience are
necessary for a good PR professional. Several respondents noted that in today’s fast-
paced world, a good PR agent works well under pressure and keeps pace with new
technology and information.

5.5 Stresses and issues faced by PR agents

More than 70% of respondents agreed that PR agents are time conscious and are
constantly under pressure to create new and creative approaches. Operating in an
 Current issues about public relations professionals 345

underdeveloped profession, PR agents must manage with low budgets and little help
from colleagues largely due to language barriers. PR agents deal with entire workforces
and all consumers. Due to increased globalisation this means that PR agents must
have the ability to converse in multiple languages and also have the skills to be
sensitive to various cultures. The last issue is lack of a PR work force; one professional
works on several tasks at the same time, creating a potential for confusion. PR people
right now are required to do many tasks at the same time such as administrative works,
communicating with different nationalities, planning activities that affect the quality of
their jobs and they cannot concentrates in their main tasks like protecting the
organisations images.

5.6 External and internal communication

65% of respondents agreed that PR incorporates both external and internal

communications. There are two types of PR communication: internal and external.
Internal communication involves supervisors, clerks, managers, stockholders, and the
board of directors. External communication involves the public, those who are not
connected to the organisation directly such as the press, government, educators,
customers, suppliers, and the community.
With internal communication, all interviewers communicate with managers,
employees in PR departments, other departmental employees, department heads, and
directors. The decorum surrounding external communication varies based on the
organisation. In general, external communication means communicating with other
companies. Some PR agents communicate with outside advertising companies, printing
presses, and various community groups especially in the UAE which have multi-
nationalities who lived in the country. They need to satisfy their needs through the
external communication with global companies such as importing food products from
other countries. The following communication provides an example of external
communication. This comes from an interviewee who is the communications and
marketing officer for an economic development corporation in Alain.
The Commercial Affairs Stake Holders (Government Departments, Ministries,
Councils and so on…) – Advertisement Companies – Marketing Consultancy Companies
– Department of Economic Development: – Al-Ain Branch Employees-All Commercial
Affairs Sections (Trade Licenses, Commercial Protection, Centers and Branches,
Commercial Relations Department – Abu Dhabi) – Public Relations Department –
Communications Department – International Affairs Department. A much expanded
reach as we see! UAE, being a global community requires this work and much more.

5.7 The experiences and qualifications

According to 80% of respondents, the most important qualification for a PR employee is

a bachelor’s degree in PR. After this, the qualifications include computer literacy, design
skills, English fluency and business etiquette. They mentioned several personality traits
that a PR employee typically possesses which all centre around leadership skills: ability
to persuade and influence others, listen and respond to needs (communication), courage,
respect, patience, time management, organisation, etc.
346 B. Al-Jenaibi

5.8 Racial discrimination between citizen practitioners of PR and foreigners

Nearly all interviewees (90%) reported that racial discrimination does not exist between
citizen and foreign PR practitioners. One interviewee stated that he perceived racial
discrimination surrounding salaries and promotions, he mentioned that foreigners from
Europe, the USA, Australia or Canada got double salaries than them in the PR filed.
Also, they are hired as managers and directors when they started their work unlike locals
who must work at least 5 to 10 years to be promoted. Another interviewee reported racial
discrimination in some companies surrounding the allocation of privileges. It was
observed that foreigners were given possession of private homes and higher salaries than
citizens who held similar positions. For example, foreigners receive educational
allowance for their kids, yearly tickets allowance while local are not.

5.9 Encouraging graduates of PR

All interviewees encouraged new graduates because they understand that the industry is
young and experiences many difficulties in the beginning but has significant potential for
future business and society. The reasons that were given to encourage new students to
become PR practitioners are that it will help to benefit the UAE as a whole. Another
interviewee claimed that it helped to instil high self-confidence in the individual.

5.10 Problems PR practitioners face

According to 70% of respondents, there are some problems that PR practitioners
commonly experience:
a ability to speak English effectively which makes communication difficult
b satisfying people
c additional assignments that detract from PR work
d working additional hours outside of normal work times
e lack of colleagues, affecting work negatively since no help is available.
PR people agreed that fulfil other duties and overload work affected their job quality and
satisfaction.

5.11 Demand for PR jobs

The majority of interviewees understood that there is local interest in the field. PR creates
relationships and builds bridges to better communication, which in turn creates a
fascinating profession. PR work is rewarding and is rarely routine or monotonous due to
the simple fact that it involves human interactions and dynamics. PR jobs are seen as
enjoyable and both team and community focused.
In conclusion, 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. The most successful companies and organisations are those with strong
 Current issues about public relations professionals 347

PR relationships both within the organisation and outside with the public. Furthermore,
interviewees agreed that the process of relationship building is what truly brings strength
to an organisation. It is the ongoing, ever-changing process of interacting and engaging
with another (person, group, organisation, and government) that truly speaks to everyone
and their need for belonging and creating. This core component has the ability to make or
break a business. For both businesses and society to thrive in the UAE, it is clear that PR
is integral to this process.

6 Discussion

“Never waste a good crisis” is a popular quote from President Obama’s Chief of Staff
made in early 2009 [Wolstenholme, (2009), p.14]. This is true for public communications
as well. The 2009 restructuring debacle was a useful lesson for organisations, not only
those with domestic and international stakeholders. It clearly demonstrated that the
absence of press is not only detrimental to an organisation’s reputation, but it also proved
costly when banks increased the lending costs for Dubai’s projects and withdrew their
credit. It highlights how one size does not fit all since local stakeholders had different
expectations than expatriate and international audiences, with disparate consequences. It
also demonstrated a need to build trust and respect among all stakeholders to act as
buffers during crises. Many expatriate residents would have been willing to stand up for
Dubai if there had been a steady source of credible communication in previous years.
Having put in many years of hard work and investment, they were unwilling to see the
Emirates fail because of a lack of information. A solution that has the power to fix the
situation is simple, though expansive: bringing PR to the grassroots level (i.e., education
and college degrees). Hill (2011) agreed that the UAE is a small country which was
developed in a few decades, and that the PR departments spread very fast. Many
interviewees indicated that their departments are new and they enjoy working in the PR
field. All interviewees agreed about the need for PR. According to Kirat (2006), the UAE
needs PR because its companies must engage in awareness marketing of both the
company itself and its products.
In answering the research question, what is the current state of PR in UAE
companies? Interviewees indicated that with an increase in the number of courses
institutions offer, students have greater choices of degree options. It is essential for them
to choose something that will support them financially in the future. Within the field of
PR, most employers are not looking for a PR degree, but rather the right combination of
attributes for PR professionals to start at an entry level position leading to growth. All
interviewees agreed that graduates understand that the industry is young and still in the
process of becoming an established career. Therefore, internship opportunities are
increasing, but most are unpaid. For practitioners seeking professional development, few
options exist beyond local, public courses that are usually priced above what an
individual is able to pay. Courses and diplomas offered overseas by the British Chartered
Institute of Public Relations, the International Association of Business Communicators,
and MEPRA have created workshops and boot camps that are provided by senior
members. These workshops are given at a reduced cost, but attendance is still low even
though employers say they want to train staff members. In testing the hypotheses in this
study:
348 B. Al-Jenaibi

a PR strategies endow organisations with financial benefits

b PR strategies endow organisations with reputational benefits.
The researcher finds that PR supported the financial benefits by using indirect way
through increasing the positive image of companies, interviewees believed that 100% PR
agent distinguishes PR practitioners by dealing with all segments of society. They are
required to deal with multi-nationalities in the UAE. Also, 60% agreed that PR should
create a corporate image which supports the company’s financial benefits. By creating a
positive image customers’ numbers will increase especially in profit companies like
telecommunication companies. From the results, the researcher finds that Responsible
Advocacy theory is related to this study. The researcher agrees with Fitzpatrick and
Gauthier (2001, p.1) who indicated that “Practitioners greatest need for ethical guidance
is in the reconciling of their conflicting roles of professional advocate and social
conscience”. The majority of respondents (almost 80%) agreed that to achieve the goals
mentioned above some guidelines should be applied such as introducing the audience to
the institution to express its goals and policies, providing products that contain simple
language, informing the audience of changes in institutional policies for better
cooperative opportunities between the audience and the institution. Fitzpatrick and
Gauthier (2001) stated that PR professionals best serve society by serving the special
interests of his or her client or employer. This corresponds with which match the
interviewees, 100% of PR people are dealing with all nationalities in the UAE society
and their needs.

7 Limitation

There are few studies about PR in the UAE as it is a new field in a new country. Previous
studies discussed the facts about PR such as that of Kirat (2005), Badran et al. (2003) and
Ayish (2005). This study explores 100 PR practitioners in the UAE in different
organisations. The study is limited because of the limitations in previous studies to
provide a solid comparison. This is not only relevant to the UAE but to the Arab world.
This study highlights different aspects of the PR job position for PR practitioners,
scholars, organisations and students who focus on PR as a field and a job. The study used
Qualitative tools that contained statistical information and in-depth data. There is still a
need for further studies about PR strategies, communication tools and roles or
responsibilities of PR in the private and public sectors in the UAE and Arab world. Very
few PR topics are published annually in the Arab and Gulf regions. Additional studies are
needed to determine the development of PR and its effect on society.

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