Why Pursue a Career in Public Relations in 2022?

3 Mar, 2022

“Public relations are a key component of any operation in this day of instant communications and rightly inquisitive citizens.” - Alvin Adams

For business objectives to reach their fruition, effective communication is crucial. It not only strengthens the connection between businesses and its stakeholders, but it also greatly impacts their decision-making ability, overall performance, and strategic ties. It is for this reason that public relations professionals with impeccable communication skills are today regarded as a great asset to a firm as they continually engage and build relationships with internal and external stakeholders. Also, with the cut-throat competition in today’s economy, strong positive communication is essential for business growth and success.

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The demand for competent public relations professionals has now reached an all-time high. Organizations are constantly seeking Individuals with the right blend of skills and aptitude, who are digitally adept and capable of tactfully and proactively offering reputation management through networking, written and oral communication. This demand is especially strong in the United Arab Emirates. According to the 2021 Global Capability Framework Study which examined the capabilities required for the public relations and communication management profession in the United Arab Emirates, the top fourteen capabilities include strategic management of communication, risk and crisis management, reputation management, relationship management, messaging and content creation, and the communication of desired messaging across multiple media platforms, technologies, and channels. With the region garnering interest from world leaders, and many expats thriving here, the government proactively promotes public relations as a professional activity. In addition to the explosive growth of public relations agencies in the country (110% since 2010) the need for public relations professionals is not industry-specific but rather multi-faceted. This gives students even more reasons to pursue a master’s degree in communication.


The Master of Arts in Communication with a study option in Strategic Public Relations offered by the College of Communication and Media Sciences at Zayed University, is a cutting-edge program for students to master modern communication, advanced communication strategies, and cross-culture interactions. Overall, students acquire key skills and competencies to effectively manage organizational aspects of communication. This graduate program is therefore a conduit to a highly rewarding career in the $2 billion public relations industry.


Public Relations in Today’s Business Environment

As technology advances, businesses in the United Arab Emirates, just like the rest of the world, are revamping their standard approaches to communication; bringing digital media into the equation along with traditional media. To overcome business challenges posed by digital media such as social media or technologies such as artificial intelligence, businesses require public relations professionals to be updated with market demands. Zayed University’s Master of Arts in Communication with a study option in Strategic Public Relations is designed for strategic and forward-thinking leaders to solve these challenges. Graduates will be equipped with the knowledge and skills to leverage digital tools to monitor and influence consumer behavior which greatly impacts the bottom line of any business. Mastering the tenets of strategic public relations, especially in the context of rapidly evolving social media, is a critical ability for communication management professionals.


Career Opportunities

Career opportunities include communication roles in many types of organizations, including corporate enterprises, government agencies and non-profit groups.

Nearly every industry has a need for skilled communicators. Employment opportunities are across various sectors of the economy such as business, construction, education, engineering, finance and economics, health care, insurance, media, oil and gas, real estate, telecommunications, travel, wholesale/retail, media, public services, etc. Typical roles include the following:

  • Corporate Communications
  • Media Relations
  • Public Affairs/Relations
  • Marketing and Advertising
  • Sales
  • Fundraising
  • Writing, Editing and Publishing
  • Meeting and Events Planning


The Michael Page Salary Guide and Hiring Insights United Arab Emirates 2022 benchmarked the average monthly salary of a Public Relations Director at AED 30,000. The 2022 average monthly salaries of a Marketing Executive and a Public Relations Executive in the United Arab Emirates was benchmarked at AED 17,000.


For more information on Zayed University’s Master of Arts in Communication with a study option in Strategic Public Relations and application procedure for admission in Fall 2022, please contact the College of Communication and Media Sciences at +971-2-599-3605 / dgs.recruitment@zu.ac.ae or visit the website.

Get to Know the Zayed Difference

Studying for a graduate degree is an important step in your career. We also know choosing the right university for your graduate studies is a big decision. Our internationally credentialed faculty, dedicated graduate student recruitment and admissions team and community of graduate students and alumni are here to guide you in your decision-making and provide as much information and assistance as you may need with the admissions process.

If you have any questions, please contact the Deanship of Graduate Studies at dgs.recruitment@zu.ac.ae / +971-2-599-3605

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