WORLD TOUR:

PUBLIC RELATIONS IN THE MIDDLE

EAST / NORTH AFRICA AND SUB-
SAHARAN AFRICA

Global Public Relations Practice

AROUND THE WORLD IN FOUR WEEKS!
THIRD STOP: MIDDLE EAST / NORTH AFRICA (MENA), AND …

The broadest definitions of the MENA region (Middle East & North Africa) include the territories of Lebanon, Syria,
Iraq, Jordan, Palestine, Israel, Turkey, Cyprus, Saudi Arabia, Yemen, Oman, the UAE, Qatar, Bahrain, Kuwait, Egypt,
Libya, Tunisia, Algeria, Morocco, Sudan, Iran, and Afghanistan - and sometimes even consider Greece and Pakistan.
… AND SUB-SAHARAN AFRICA
MORE DIVERSITY!
Key characteristics of the MENA/Sub-Saharan Africa region:
• Numerous languages – Arabic to French
• Myriad religions
• Oil-rich, especially Saudi Arabia, Iran, Iraq and the UAE
• Often volatile region – ‘Arab Spring’ (series of anti-government protests, uprisings,
and armed rebellions that spread across much of the Arab world in the early
2010s)
• UAE (prosperous, stable) – global media hub
• Qatar – home to Al Jazeera (first English-language news channel to be
headquartered in the Middle East)
• Challenge of region’s “youth bulge” - young people (aged under 30) constitute
more than half (55%) of the population across MENA (OECD, 2022)
MIDDLE EAST CLUSTER

The Middle East cluster is characterised by:

• the influence of Islam

• high in-group collectivism; moderate assertiveness, institutional

collectivism, performance orientation and power distance; low future
orientation and gender egalitarianism

• a “commitment to religion, devotion to group, recognition of

hierarchical order, resistance to change/attachment to history and a
sense of pride” (Al-Kandari & Gaither, 2011)
INFLUENCE OF ISLAM
The influence of Islam is difficult to overstate. It’s an offence to desecrate the Quran
or speak poorly of the prophet Muhammad. Elements of Sharia law are present, to
varying extents, in the criminal justice system of many Muslim-majority countries, for
example, Saudi Arabia, Yemen, Brunei, Qatar, UAE, Iraq, Iran and Afghanistan.
Islamic legal rulings are applied primarily to personal and family law. Civil law in
most Muslim majority countries is based on modern Western legal systems.
Notable exceptions are
Saudi Arabia and Iran
which apply Islamic law
in the civil and public
sphere as well.
SHARIA LAW

Muslims are strictly forbidden to eat

pork or drink alcohol.

The Quran instructs women to dress

modestly; many wear a hijab to
cover their hair and chest; in some
places it’s inappropriate for
members of the opposite sex to
interact with one another unless they
Morality police (Gasht-e Ershad), Iran
are relatives.
PR NOTE

The use of religious elements in PR campaigns may be effective; “a

message that includes religious elements might use dramatic elements
and stories, both of which are consonant with Arab culture” (Al-Kandari &
Gaither, 2011).

Friday and Saturday are the ‘weekend’ (generally); Friday is the holy
day when Muslims gather for prayer. Note though that not all countries
or peoples within this region are Muslim.
OTHER FEATURES OF THE MIDDLE EAST CLUSTER

Family and social commitments are prized; work is ranked somewhat

less importantly than elsewhere in the world.
Families tend to be patriarchal – a father expects total respect and
obedience.
Generosity and sharing with others are very strongly held values across
the Arab cluster” (Livermore, 2013) and Arabs are famous for their hospitality
(Feghali, 1997), therefore, emphasis on group benefits is particularly
effective.
The personal influence model is central to Middle Eastern PR practice.
It’s important to build relationships with journalists and engage local
influencers.
Serving Arabic coffee
is an important aspect
of hospitality.
Middle Eastern countries take great pride in their cultures’ history and
accomplishments – non-Arabic practitioners could bring history alive, correlate it
with intended changes and connect with their audiences by returning them to the
past.
“Resistance to change stems from fear of losing identity and that change being
imposed from the outside” (Nejem). PR practitioners “might draw on Arab heritage and
Islamic teachings that change is important” and highlight that the prophet
Muhammad spoke of change: “Allah may never bring change to people until they
change themselves” (verse from Quran, cited in Al-Kandari & Gaither, 2011).
The Middle East has a present orientation: “life is approached somewhat passively”
(Livermore, 2013) – things that happen are the will of Allah (Al Kandari &Gaither, 2011) -
“Inshallah” means “God willing”.
There is a strong concept of honour – people feel they not only represent
themselves but the community/group they belong to.
TELEVISION

In the Middle East, there is a

preference for an emotionally
expressive on-screen presence.
TV tends to be a group
experience. During Ramadan
TV audiences increase
significantly.
Unemotional people are
perceived as “not fully
representing the situation … less truthful … not credible” (Zaharna, 2005).
Organisations need to train foreign spokespeople to speak
passionately in media or use locals.
OTHER MEDIA
Newspapers are continuing to grow. Pitch business, financial and political stories to
Arab daily newspapers. Media censorship limits the types of stories.
Pitch consumer/lifestyle stories to bloggers.
• Women’s discussion forums
are some of the most highly
trafficked websites in the region.
• The youth population uses
social media, online videos and
mobile apps.
Sayidaty is one of the leading Arab women and
family magazines in the region founded as a
weekly social and women’s magazine covering
fashion, beauty, health and lifestyle and
technology among other categories.
ORAL VERSUS WRITTEN TRADITION

There is a history of oral rather than written communication. The Arabic

language is characterised by the use of repetition, heavy imagery and
symbolism. It’s difficult to translate between Arabic and other
languages. The region is high context – much is implicit/unstated.
CASE STUDY: UNITED ARAB EMIRATES (UAE)
Group of seven emirates on the Persian Gulf, each ruled by a hereditary leader.
Political parties are banned.
Individuals must obtain permits for
public meetings.
Emirati citizens may voice concerns
to their rulers in public forums
known as majlis.
The emirates have a high quality of
life. There are, however, “no
freedoms other than those the ruler
offers his ‘family’ or those that the
head of a household offers his wife
and children” (Badran et al, 2009).
Dubai is a major hub of Arab media and PR agencies.
Much UAE PR spending is by government and government-linked entities
but there are also significant opportunities for the private sector.
The majority of Emirati higher management executives believe that PR
is “very” or “extremely” important.
There is sophisticated online communication in the region and a high
degree of commitment to openness and transparency in dealing with
the public.
Outside Dubai and Abu Dhabi there is a lack of skilled practitioners.
Here, practitioners perform “secretarial” work, for example, obtaining
visas for foreign domestic workers.
SUB-SAHARAN AFRICA
Sub-Saharan Africa includes around 50 countries, south of the Sahara
desert. The region is growing more prosperous, populous and stable.
Economic growth is only behind East Asia. The region’s consumer base is
also growing rapidly.

PR is expected to be faster
than the continent’s economy
overall.
STILL, THERE ARE MAJOR CHALLENGES …

The region’s vast natural resources (wealth) have led to bitter conflict.
They are controlled by a tiny, corrupt elite, with the majority of the
population left in poverty. Forty eight per cent of Sub-Saharan Africans
live on less than US $1.00 per day. There is a lack of food and water
and lack of infrastructure (roads etc).

Poverty-related infectious diseases such as HIV, tuberculosis and

malaria affect millions of people across sub-Saharan Africa.

This means that CSR is especially important (global citizenship).

• 60% of Africans are illiterate – radio has the broadest reach.
• Majorities in sub-Saharan Africa own mobile phones, but smartphone
adoption is modest (Pew Research, 2018).
• Word of mouth is critical.
• Indigenous forms of
outreach (PR) are
important –
consultations; gift giving,
festivals, sports events
and town criers.
All 20 of the most ethnically diverse countries on earth are located in
Africa . No single PR approach can work for the entire region/country.
As other governments and
corporations invest more
heavily in Africa there is a
growing demand for (PR)
mediation between
partners’ cultural
differences.
Sub-Saharan Africans are deeply interdependent with other people,
nature and the transcendent – “deeply religious” (Livermore, 2018).

The philosophy of Ubuntu –

“I am because we are” –
values inclusiveness,
negotiation, tolerance and
transparency (Mersham et al, 2011).

Individuals typically identify

themselves in light of their
extended families.
There is less concern for efficiency and achievement among many
countries in the cluster - Africans often say to Westerners: “You have the
watches. We have the time.” (Livermore, 2018) It’s important to engage in small
talk before getting down to business; emphasise co-operation and
concern for local communities.

Be conscious of the practice of “brown envelopism” (gombo, soli, gatu,

kola, buche) – African journalists expect to receive payment for
coverage.
CASE STUDY: KENYA

Kenya gained independence from Britain in 1963. A multi-party political system

(since 1992) has improved freedom of speech, media liberalisation and boosted
the PR industry.

The country has poor infrastructure, high levels of corruption and violence, high
unemployment and high rates of HIV infection.

Tourism is vital to the economy.

Kenya has 42 ethnic communities and numerous languages.

“Dynamic media and a rather litigious populace” have caused a
“seismic shift” in PR. Practitioners are now more professional and
strategic. Many work for the myriad UN agencies and international
non-governmental agencies based in Nairobi (Mbeke, 2009).

Practitioners enjoy high level support within organisations but their

function is often at rudimentary press agentry level.
Media:
There is no ‘one size fits all’ in Kenya - be sensitive to languages,
literacy rates and lifestyles. For example, in Western Kenya consider
songs to which local people can dance (sukuti); in coastal Kenya, poetic
messages on women’s clothing (khanga).
Nearly every Kenyan
household has a radio
and Kenyans are avid
users of social media
(Facebook and Twitter).