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Chap. 9 – The Middle East

Global Public Relations

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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

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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”

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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

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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

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Characteristics of Possible Model

Kruckeberg & Vojunovic Organic 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

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Saudi Arabia

Oil dominates economy A monarchy; considerable gov’t

control Cultural characteristics

Islamic law and practice prevalent Strict gender roles Low individualism

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PR in Saudi Arabia

Often viewed as propaganda Extremely limited professionalism

and education in the discipline Signs of growth appearing

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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

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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

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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

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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