ممارسة العلاقات العامة في الإمارات العربية المتحدة : المعوقات التنظيمية، المشاكل الهيكلية و آفاق المستقبل

Abstract EN

This study sketches out the practice of public relations in the United Arab Emirates through a meta-research analysis study of 68 graduation projects at the University of Sharjah, College of Communication, Public Relations track.

The projects analyzed and studied the practice of public relations in 54 Emirati public and private organizations.

Seven out of 68 research projects were excluded from the study because they didn’t meet the criteria set by researcher.

Findings of the study show that the projects covered municipalities and public service institutions (22), banks and financial institutions (10), airports and transportation (9), police and security (6), hotels and tourism institutions (5), hospitals and health institutions (4), Cultural and sports clubs (3) and educational institutions (2).

The studies used survey method, on site observation and personal interviews.

Findings of the 61 studies found that there is a misconception of public relations that has led to a wide gap between top management and the department of public relations.

Most of PR departments suffer from insufficient and unqualified personnel, lack of budget and logistic support.

Concerning tasks and prerogatives assigned to PR departments, findings suggest that they were confined to executive and protocol roles and excluded research and strategic planning.

Despite of these drawbacks, the public relations profession remains the profession of the future in the UAE, due to the fact that the organization, the society and the citizen need it very badly.

Public opinion is gaining ground and so are communication and information technologies.

Meanwhile, civil society is maturing and democracy is making its way in the daily life of the people as a result of the global impact of information and communication technologies.

In this new environment, citizens ,societies and organizations need a democratic, free, transparent, frank and credible communication.