Public relation professionalism: Using research in public relations - current status and new directions

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter draws from extensive research conducted in various public relations firms in the United Arab Emirates and describes contemporary research practices on which these firms are building. Their inclination is toward incorporation of permanent research in their organizational framework and indepth analyses regarding how public relations firms evolve and meet clients' future expectations. In-depth analyses were conducted in national, international, small, average, and high-scale public relations firms to determine how research is helping, at various levels, to excel and impress clients. Mixed research methods were used; 350 questionnaires were distributed and 17 face-to-face interviews were conducted over 7 months. Results suggest that the economic, social, and institutional characteristics of public relations firms in the United Arab Emirates are dissimilar to other countries, so extensive research is required to determine the significance of research concerning improving public relations practices in the country.

Original languageEnglish
Title of host publicationDiverse Methods in Customer Relationship Marketing and Management
PublisherIGI Global
Pages239-255
Number of pages17
ISBN (Electronic)9781522556206
ISBN (Print)1522556192, 9781522556190
DOIs
Publication statusPublished - May 25 2018

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • General Business,Management and Accounting

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