The emergence and development of teaching public relations in the United Arab Emirates: an in-depth look

Abstract

Purpose

The development of teaching public relations in the United Arab Emirates (UAE) is an important topic to uncover because it is related to and to some extent parallel with the development of the UAE and its vital sectors. The purpose of the study is determine the circumstances of the emergence of teaching public relations in the UAE, to investigate public relations education offered in the UAE universities, to discuss the development of public relations education including challenges and opportunities.

Design/methodology/approach

The authors conducted 12 semistructured interviews with public relations educators in the UAE universities to understand the importance, development and current status of public relations and education.

Findings

The finding indicates a lot of developments took place in the establishment of public relations programs and its professionalization within a short time span, but more empirical research is needed to address the issues that have been brought up in the study.

Research limitations/implications

The current research looked at the undergraduate public relations programs, but the status of graduate programs in communication and public relations needs to be investigated. More research in academic field is needed to discuss how the development of the public relations education influenced the public relations practice in UAE.

Originality/value

There is not much research done specifically on the public relations education in the UAE. The study sheds light on understanding the perspective of public relations educators on public relations programs and provides insights on how public relations education can be integrated to the local context without losing the global perspective.

Citation

Zamoum, K. and Gorpe, T.S. (2020), "The emergence and development of teaching public relations in the United Arab Emirates: an in-depth look", Corporate Communications: An International Journal, Vol. 25 No. 4, pp. 687-701. https://doi.org/10.1108/CCIJ-11-2019-0137