| Uniqueness of culture in Arabic culture can be both a | | | | The reason for this is rooted in a relatively small role |
| threat and an opportunity. Cultural aspects enable a | | | | attributed to public relations within the country and also |
| public relations practitioner choose the most effective | | | | a relatively small history of practice. |
| message and communication channel for a specific | | | | High digitalization of U.A.E. and governmental control |
| target group. The smallest language problems may be | | | | over major communication channels constitute a |
| very dangerous as they can lead to a total failure in | | | | unique informational environment of the local |
| the communication process. | | | | community. On one hand, invention and relatively high |
| Another unique challenge posed by U.A.E. community | | | | spread of Internet changes the very essence of public |
| to public relations practitioners is rooted in the level of | | | | relations by shifting the focus to a new communication |
| ambiguity in the communication process. According to | | | | landscape. However, at the same time, high reliance on |
| scholars, communication occurs within a range of high | | | | traditional media channels controlled by government |
| to low context cultures. Further, they emphasize the | | | | decreases the scope of opportunities that could be |
| importance of direct and exact verbal messages in | | | | realized by public relations services in the U.A.E. While |
| low context cultures. Unites States and Northern | | | | the advent of printing press, radio, and television has |
| Europe are the typical low context cultures, whereas | | | | forever changed the societal culture by granting power |
| Arab, African, and Asian countries tend to vary | | | | and opportunities to the poorest segment of society, |
| meaning of the message delivered depending on | | | | Internet might have a similar impact on society. |
| environment, settings, individuals, and personal | | | | Interestingly, due to clash of interests within the U.A.E. |
| relationship. As such, public relations practitioners in | | | | community, the outcome of such a relationship as well |
| U.A.E face additional challenges posed by cultural | | | | as its impact on public relations can hardly be |
| differences that are rooted in the level of ambiguity. | | | | reasonable predicted. As such, public relations |
| Another issue is the lack of opportunities and training | | | | practitioners are exposed to another threat of |
| ground. Public relations practitioners in U.A.E. are not as | | | | uncertainty. |
| skilled as that of in the rest of the developed world. | | | | |