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

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.