Public relations as a marketing strategy in the United Arab Emirates

• Main Author: AlQubaisi, Abdulla Butti
• Format: Others
• Published: CSUSB ScholarWorks 2001
• Subjects: Marketing research > United Arab Emirates; Public relations > United Arab Emirates; Public Relations and Advertising
• Online Access: https://scholarworks.lib.csusb.edu/etd-project/1923; https://scholarworks.lib.csusb.edu/cgi/viewcontent.cgi?article=2923&context=etd-project

The United Arab Emirates (UAE) became known to the world when oil was discovered. Since that tine, the country has modernized and developed into one of the largest trading centers in the world. The purpose of this research is to identify companies in the UAE who are currently using public relations, and those that would benefit from its use. The objective is to provide marketing managers with the knowledge of the benefits of public relations and how it could be used to advantage in their marketing plans. Primary and secondary data was selected for the study. Primary data consisted of a survey undertaken by a questionnaire with forty managers of various organizations in the private and public sectors of the UAE to learn how public relations was being used in their marketing strategies, and how much they know about public relations. The results of the survey indicated that most marketing managers were knowledgeable about public relations, but would benefit from learning about how it could be used to greater advantage. It was proposed that seminars be conducted for marketing managers focused on how public relations could be used and the benefits to be derived from its use.