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Chap. 9 – The Middle East

Chap. 9 – The Middle East. Global Public Relations. No Homogenous Pattern. A vast region with fractured application of PR in various nations. Source: Middle East Web Maps, http://www.mideastweb.org/maps.htm. Extremely Complex & Volatile. Roots of three major faith groups Islam

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Chap. 9 – The Middle East

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  1. Chap. 9 – The Middle East Global Public Relations

  2. No Homogenous Pattern • A vast region with fractured application of PR in various nations Source: Middle East Web Maps, http://www.mideastweb.org/maps.htm

  3. Extremely Complex & Volatile • Roots of three major faith groups • Islam • Christianity • Judaism • Colonial history: Great Britain, France, Italy, Spain; German occupation; etc. • Oil “haves” and “have-nots”

  4. Public Relations Needed? • Some say “No” • Authoritarian press model dominates • Governments control communication to varying degrees • Culture of democracy lacking • Public Opinion not often a factor in policy • PR is often 1-way, limited in scope and influence, publicity-focused

  5. Arab PR Model Needed • Arab cultures are prevalent in Middle East • Strategic approach needed to facilitate adjustment to globalization • Will require quality PR education and professional development • See MEPRA for its view of PR’s future in Middle East

  6. Characteristics of Possible Model • Kruckeberg & VojunovicOrganic Model • Process trumps outcome • Relationships, not persuasion • Zaharna’s observations • Symbolism preferred over explicit language • Indirect communication pattern; embellishment • Being, not doing stressed • Repetition, imagery, non-linear arguments

  7. Saudi Arabia • Oil dominates economy • A monarchy; considerable gov’t control • Cultural characteristics • Islamic law and practice prevalent • Strict gender roles • Low individualism

  8. PR in Saudi Arabia • Often viewed as propaganda • Extremely limited professionalism and education in the discipline • Signs of growth appearing

  9. United Arab Emirates • In some aspects a contrast to Saudi Arabia • Actively seeking international partnerships • More open to foreign investment and tourism • A federation of member emirates • Heads of state elected (by delegates – not citizens) • More freedom for women

  10. PR in UAE • Among most advanced in the region • Active mass media, but considerable government control/influence • PR profession is part of growth and progress • Advanced PR education opportunities for men and women • Lingering barriers remain

  11. Israel • A western-style nation in the midst of Middle Eastern cultures and traditions • State security dominates official activities including business • The kibbutz as a metaphor • Egalitarian; collective • Individual identity retained

  12. PR in Israel • Media follow western model of independence, but low sensationalism • Existence of “pirate” radio stations • PR retains a degree of press agentry • Importance of hasbara – the effort to convey Israel’s situation to outsiders

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