UAE is amongst the fastest growing economies in the world, which is attracting trillions of foreign direct investment from foreign companies. Crises, their nature, their remedies, and relevant PR actions differ in different cultures and countries; therefore, this research would explore the relevant dynamics of PR activities in order to manage crises that would occur in the context of UAE. This research is most likely to open avenues for many future types of research as well as it will not only answer questions but it will also raise the questions. As mentioned later in the methodology section of the proposal, the research would select five different organizations that have faced some sort of a crisis in the near past and then reflect on these crises to explore and analyze them and develop a framework.
Therefore, towards the end of the research, this research would end up providing five new case studies relating to the role of public relations in crisis management and this time, this would have a specific country in focus thus allowing a compare and contrast with other countries and opening new avenues for research. Literature reveals that PR efforts directed at strategic public and which are in line with the strategic objectives of the company may serve many functions, despite the fact that if it is a crisis time or not.
First, strategic public relations efforts surge the demand curve upward thus leading to higher sales and greater market share. Second, when companies are able to communicate their message through effective and strategic public relations activities, the need for spending great sums of money on other marketing communication tools decreases. Furthermore, it also raises the bar for the entire industry this increases the costs of marketing for other competitors.
The first and second aspect combined leads to greater profitability that is the bottom line of any business. Third, strategically aimed public relations activities are more likely to decrease the turnover amongst the employees. The employees are likely to be motivated by being a part of an organization, which cares for the public and establishes relationships with them.
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