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JOURNAL ARTICLE

The Evolution of Public Relations in the UAE: Trends and Transformations

Entisar Al-Obaidi1, Loai Sami2

1 University of Khorfakkan2 Ihsan Center

International Journal of Scientific Research and Management (IJSRM), Vol. 14(07), pp. 2787-2794 · 2026-07-13 · DOI: 10.18535/ijsrm/v14i07.sh02

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Abstract

The United Arab Emirates' (UAE) public relations (PR) industry has undergone significant change over the past few decades as a result of broader societal shifts. This literature review focuses on emerging paradigms, transformations, and trends in the development of PR practices in the UAE. The review sheds light on how PR strategies have adapted to the rapidly shifting sociopolitical and economic landscape by drawing on a variety of theoretical frameworks and empirical studies. The United Arab Emirates (UAE), a nation known for its rapid urbanization and economic diversification, is a one-of-a-kind setting in which to investigate the convergence of digital trends and traditional public relations strategies. Social media's impact, global and local influences, and the growing significance of reputation management in UAE PR strategies are all examined in this paper. The findings emphasize the ever-evolving nature of public relations in the United Arab Emirates, which is shaped by the country's distinctive cultural environment and expanding global interactions. The purpose of this review is to provide practitioners, academics, and policymakers with insights into the state of public relations in the UAE at the moment and its future.

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Entisar Al-Obaidi, Loai Sami (2026). The Evolution of Public Relations in the UAE: Trends and Transformations. International Journal of Scientific Research and Management (IJSRM), 14(07), 2787-2794. https://doi.org/10.18535/ijsrm/v14i07.sh02
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