Public relations professionalism and excellence in the Arab world : problems and drawbacks

Abstract EN

This paper discusses the issue of professionalism and excellence in public relations in the Arab World.

Professionalism has been described as a set of parameters that improve the image, and social impacts of an occupation.

The professionalization of PR requires a body of knowledge, a domain of expertise, a high social status, accountability toward the public, a code of ethics and education as a means of testing competence and maintaining standards.

After forty years of public relations practice, the Arab World has a long way to go to achieve professionalism and excellence.

The profession lacks professional bodies, well educated and trained practitioners.

PR in the Arab World suffers from a negative perception from society, an environment hostile to transparency, one way communication, absence of managerial role and research.