This paper discusses the issue of professionalism and excellence in public relations in the Arab World. Professionalism has been described as a set of parameters that improve the image, and social impacts of an occupation. The professionalization of PR requires a body of knowledge, a domain of expertise, a high social status, accountability toward the public, a code of ethics and education as a means of testing competence and maintaining standards. After forty years of public relations practice, the Arab World has a long way to go to achieve professionalism and excellence. The profession lacks professional bodies, well educated and trained practitioners. PR in the Arab World suffers from a negative perception from society, an environment hostile to transparency, one way communication, absence of managerial role and research.
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Posté Le : 06/07/2021
Posté par : einstein
Ecrit par : - Kirat Mohamed
Source : مجلة الباحث الاجتماعي Volume 12, Numéro 12, Pages 05-28