Chap. 9 – The Middle East Global Public Relations 1

No Homogenous Pattern A vast region with fractured application of PR in various nations A vast region with fractured application of PR in various nations 2 Source: Middle East Web Maps,

Extremely Complex & Volatile Roots of three major faith groups Roots of three major faith groups Islam Islam Christianity Christianity Judaism Judaism Colonial history: Great Britain, France, Italy, Spain; German occupation; etc. Colonial history: Great Britain, France, Italy, Spain; German occupation; etc. Oil “haves” and “have-nots” Oil “haves” and “have-nots” 3

Public Relations Needed? Some say “No” Some say “No” Authoritarian press model dominates Authoritarian press model dominates Governments control communication to varying degrees Governments control communication to varying degrees Culture of democracy lacking Culture of democracy lacking Public Opinion not often a factor in policy Public Opinion not often a factor in policy PR is often 1-way, limited in scope and influence, publicity-focused PR is often 1-way, limited in scope and influence, publicity-focused 4

Arab PR Model Needed Arab cultures are prevalent in Middle East Arab cultures are prevalent in Middle East Strategic approach needed to facilitate adjustment to globalization Strategic approach needed to facilitate adjustment to globalization Will require quality PR education and professional development Will require quality PR education and professional development See MEPRA for its view of PR’s future in Middle East See MEPRA for its view of PR’s future in Middle EastMEPRA 5

Characteristics of Possible Model Kruckeberg & Vojunovic Organic Model Kruckeberg & Vojunovic Organic Model Process trumps outcome Process trumps outcome Relationships, not persuasion Relationships, not persuasion Zaharna’s observations Zaharna’s observations Symbolism preferred over explicit language Symbolism preferred over explicit language Indirect communication pattern; embellishment Indirect communication pattern; embellishment Being, not doing stressed Being, not doing stressed Repetition, imagery, non-linear arguments Repetition, imagery, non-linear arguments 6

Saudi Arabia Oil dominates economy Oil dominates economy A monarchy; considerable gov’t control A monarchy; considerable gov’t control Cultural characteristics Cultural characteristics Islamic law and practice prevalent Islamic law and practice prevalent Strict gender roles Strict gender roles Low individualism Low individualism 7

PR in Saudi Arabia Often viewed as propaganda Often viewed as propaganda Extremely limited professionalism and education in the discipline Extremely limited professionalism and education in the discipline Signs of growth appearing Signs of growth appearing 8

United Arab Emirates In some aspects a contrast to Saudi Arabia In some aspects a contrast to Saudi Arabia Actively seeking international partnerships Actively seeking international partnerships More open to foreign investment and tourism More open to foreign investment and tourism A federation of member emirates A federation of member emirates Heads of state elected (by delegates – not citizens) Heads of state elected (by delegates – not citizens) More freedom for women More freedom for women 9

PR in UAE Among most advanced in the region Among most advanced in the region Active mass media, but considerable government control/influence Active mass media, but considerable government control/influence PR profession is part of growth and progress PR profession is part of growth and progress Advanced PR education opportunities for men and women Advanced PR education opportunities for men and women Lingering barriers remain Lingering barriers remain 10

Israel A western-style nation in the midst of Middle Eastern cultures and traditions A western-style nation in the midst of Middle Eastern cultures and traditions State security dominates official activities including business State security dominates official activities including business The kibbutz as a metaphor The kibbutz as a metaphor Egalitarian; collective Egalitarian; collective Individual identity retained Individual identity retained 11

PR in Israel Media follow western model of independence, but low sensationalism Media follow western model of independence, but low sensationalism Existence of “pirate” radio stations Existence of “pirate” radio stations PR retains a degree of press agentry PR retains a degree of press agentry Importance of hasbara – the effort to convey Israel’s situation to outsiders Importance of hasbara – the effort to convey Israel’s situation to outsiders 12