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Understanding Public Relations in the Diverse Landscape of the Middle East

This chapter explores the complex and fractured application of public relations (PR) across the Middle East. It highlights the region's historical context, including religious roots, colonial influences, and economic disparities. We discuss how authoritarian models dominate communication, the limited role of public opinion, and the need for a strategic PR approach tailored to Arab cultures. Case studies on Saudi Arabia, the UAE, and Israel reveal varying degrees of PR development and professionalism, emphasizing the necessity for education and adaptation to globalization.

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Understanding Public Relations in the Diverse Landscape of 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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