Attitudes of Audience towards the Communicational Activities of Public
Relations of Dubai Municipality
Fawzia Abd Allah Al-Ali*
Department of Mass Communication, College of Communication, University of Sharjah, P. O. Box: 27272, Sharjah, UAE
- *Corresponding Author:
- Fawzia Abd Allah Al-Ali
Department of Mass Communication
College of Communication, University
P. O. Box: 27272, Sharjah, UAE
Received date: Apr 02, 2019; Accepted date: Apr 26, 2019; Published date: May 04, 2019
Citation: Al-Ali FAA. Attitudes of Audience towards the Communicational Activities of Public Relations of Dubai Municipality. Global Media Journal
Copyright: © 2019 Al-Ali FAA. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which
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The media industry greatly developed and has become a huge industry with its investments of human and financial resources, which ensure that its work is managed effectively. In addition to being a media industry with an economic profit, it also has a societal relation to its audience and the society in which it operates. Media organizations deals with various categories of audience; both inside and outside the organization, which emphasizes the importance of public relations management in managing the communicational process with those audience in an organized and purposeful manner. Adapting individuals and communities to social reality is considered important and necessary for the sake of public interest.
Communication activities; Public interest;
Dubai municipality; Municipality perform; Communication
needs; Media organizations; Public relations; Municipality's
The same applies to any organization, since it is not isolated
from the audience and the surrounding society; both of them
need each other, and there must be good relations between the
organizations and the audience connected to them or the
surrounding society in order to ensure peace and stability for
themselves. The bigger the establishments become, the larger
the distance would be between them, the audience and the
surrounding society. There has become a dire need to know the
views of thousands or millions of individuals and communities,
to shape their policy to suit them, and then explain it to them in
order to gain their confidence and support .
Moreover, the governmental institutions seek to know the
desires of the audience to gain its confidence and support, since
the audience is the one, who will implement the policies set by
them, and their disappearance or survival depend on it, as the interests of the people became diverse and their desires varied
and the trust relations among the organizations increased.
Moreover, the power of opinion increased and the need to
understand the motives and demands of individuals and groups
became more urgent. Those institutions realized that they could
not achieve success if they survived far away from the public or
isolated themselves from it.
Accordingly, on the one hand, the need to assign this task, the
one of establishing good relations between an organization, its
audience and the different organizations, which became a
necessity nowadays, evolved during our current age.
On the other hand, the public opinion has been playing an
important role in the political, social and economic fields and it
has become necessary to identify the factors of forming and
revitalizing public opinion and the influences affecting it and
how to guide it .
The study of general public attitudes towards communication
activities in institutions requires the adoption of appropriate
theories in order to provide a scientific and logical explanation
of the nature of these trends. The present study is based on two
of the most prominent scientific models that can explain the
process of shaping the attitudes of individuals towards different
• Expecting value model
• The model of subordination of others and their impact on
the content of the media or the influence of the third person
the third person Effect model.
The first model (the Expecting Value Model) believes that the
understanding of the trend formation process needs to identify
the communication activity of the public relations department in
the institution and the relationship of the public who deal with it
Fischbein’s "Prediction of Value" model in its 1967 final is a
model of the theoretical framework of the current study. This
model indicates that the various facts and facts that mark a
subject carry a relative weight of importance, depending on the individual's perception of importance. The relativity of the
components of this information in addition to their prominence
and relevance to the values of the subject and interpretation
and therefore that information has an effective effect in the
formation of the final trend of the individual towards this
subject, and the researchers specialized in the field of
communication activity, but measuring the attitudes of the
public with the institution through the communication activity
of the Department of Public Relations by linking the public's
beliefs about the institution's activities.
The concept of value prediction, which represents a
theoretical and methodological link in beliefs and trends, is
therefore important. This model presents a scientific and
systematic view of the mechanics relevant to the formation of a
trend and its modification over time . It is based on the fact
that processes contain many variables that control the final
direction of the individual towards different subjects. Direction
Is the Cognitive Summation of the total relative weights of the
subject attributes, i.e. the inputs leading to the taboos. The final
direction of the individual - for example, viewers' attitudes
toward the performance of satellite channels may be shaped in
a number of salient features such as: The ethics of society and
the degree of freedom to ask important topics and issues in the
UAE community, and satisfy the needs of the viewers, and the
level of artistic and creative development of its programs
"represent the previous features" inputs hosted by viewers in
the light of the relative importance of their access to the output
of any final attitudes towards the performance of the satellite
The third person effect: a new and innovative model in the
study of public opinion and an attempt to learn the effects of
the media, a model that believes that the belief of the individual
and others in the same social or cultural or professional slice
does not extend to them the effects of the media, but it Produce
effectively with other members of the public. In this study, the
researcher tries to monitor the extent of these effects on the
general public and its direction, and it is related to the
evaluation of the effects of a new media entity, namely the
communication activities of the Public Relations Department,
which reflect the interests and orientations of individuals and
groups of interests .
The model of subordination of others to the effects of the
media from Sik-Logi's perspective is related to the difference in
the individual to the effects of these means, which is compared
to other members of the public. The individual is thought to be
unique and different from others while others of the general
public are passive and disruptive media deception. In 1997,
Bryan et al. explain the individual's direct influence on the media
in others as follows:
• The belief that one is smarter than others is motivated by a
positive self-image. The effects of the media affect others
only because they are less intelligent and more inclined to
succumb to the influences of the media.
• There is a belief among some individuals that the media is
used in Persuasive media and that it is often aimed at
deceiving the audience according to the intentions and
objectives of the communicators.
The model of subordination of others to the effects of the
Perceptual component: This component relates to the
classification of the individual media effects into two types: light
• They may be presented to them as well as their equivalent in
terms of culture and occupation. Effective and Intensive
• The behavioral component: It is closely related to the desire
to exercise control over the media against the content of its
means that threaten society and make it vulnerable to the
deterioration of culture and media.
• The study aims at finding out the functions of managing
public relations in Egyptian media organizations. The most
important of the study - It is found that at the level of the
total sample of the study that building communication within
all the productive organizations that included this study is
not efficient and effective . Informal communication is
more capable of satisfying the communication needs of the
internal public. The study showed that in general there is an
imbalance in the interest of the organizations internal and
external audience while establishing their communicational
• The study of Tahasson Mansour Rashid Mansour - The
organization and management of public relations in the
government apparatus and directions of senior management
towards it - field study. The main results of the. Study is the
rate of managements that conduct researches is few
compared to the importance of public relations research and
studies as an early warning bell to provide the right
information and data. There are no financial allocations
given to the public relations for the budget of the
• Botros Gorges Al-Hallaq - Factors Affecting Job Satisfaction of
Employees in Media Institutions - A Comparative Analytical
Study. The study summarizes the concept of job satisfaction,
the relationship between job satisfaction and performance,
and the most important results of the study: There is a
positive relationship between the factors related to the
nature of work within the media organization and the level
of job satisfaction .
• The study of Sami Sayed Abd El-Aziz - Building
communication at the organizations of production and its
reflection on the mental image of the organization and the
most important results of the study are - More than half of
the employment in the public sector does not exceed the
educational level of the primary, while the low level of
education does not exceed 20% within the private sector
organizations. Are more responsive to the communication
needs of the internal public.
• Karuk Yassin Al-Turkey - The Role of Public Relations in
Achieving Job Satisfaction an Empirical Study on Saudi Line Workers The researcher conducted a field study on a simple
random sample of 808 respondents in the Kingdom of Saudi
Arabia. The main results of the study - Good internal
relations between the establishment and the workers are the
real resource that stems from the good impressions of the
establishment. The participation of workers in the various
roles of their enterprises is considered as a way to raise the
morale of workers .
• The study of Muhammad Naji al-Jawhar in 1981, entitled
Public Relations in Iraq. Objectives and Functions the study
aimed at finding out the status of public relations agencies in
government institutions and the private sector in Iraq. The
study concluded that public relations are linked to the
highest administrative level. What is recommended by the
study the need to prepare and qualify the administrative
level the importance of using means of communication with
the public and the completion of scientific research?
• Ahmed Ahmed Ali Al-Abdullah's study in 1992. The title of
evaluating the performance of the public relations function
in the central public administration departments in Jordan,
and aiming to know that the public relations units in the
central public administration departments are important in
the research, planning and use of means of communication
and the most important results .
• Khamis bin Abdullah Al-Shamakhi 2001, entitled Evaluation
of the performance of public relations departments in the
Sultanate of Oman from the point of view of the directors of
other government departments. The study aims to achieve
various objectives, including standing on the performance of
public relations departments in the Sultanate's departments.
The level of management of public relations departments in
the Sultanate is average and it does not use modern
methods and tools. The most important thing recommended
by the study is to raise the level of public relations
performance through training courses, rehabilitating
employees, increasing financial allocations and providing
public relations with modern tools .
The review of previous studies reveals that it focused on the
study of private institutions in terms of means of
communication. It also reveals that the phenomenon of the
relationship between the public and the institutions through the
activities of the public relations department has received the
attention of researchers at the Arab level. This shows the
interest in the public relations department and the activities it
conducts in its contact with the organization's public and also
used some previous studies case study method in order to
provide a database of the phenomenon under study and thus
can be understood the ways in which the division of public
relations in institutions.
It also reveals some studies that set the standards for the
professional performance of these activities, but concluded that
• That the field performance standards in the institutions did
not receive their share of study and research, although
• In a number of previous studies and research, research has
limited the adoption of one criterion or criterion, such as technical or professional formulations, without attempting to
monitor overall performance standards.
• A limited number of studies and research on specific issues
or events and events without regard to the comprehensive
dimension of field professional performance standards.
• The lack of consensus on the need to provide scientific
standards or standards to assess the performance of
professional institutions in the field.
• The lack of cognitive accumulation in the Arab library of an
integrated curriculum or standard for the standards of
professional performance in the visual media.
Due to the importance of communication to public
institutions and media institutions in particular, and because the
communication function is the primary function of public
relations, the aim of this study was to focus on studying the
communication function of public relations departments in the
UAE media institutions; Communication in the public relations
departments and methods of practicing their communication
function in this institution, studying the administrative and
organizational aspects that affect this practice, and revealing the
extent of the success of public relations management with the
masses of the internal institution, And its communication
activities, in addition to monitoring the most important
difficulties and obstacles to the exercise of its work, in
preparation for proposing recommendations that contribute to
solving and overcoming it .
Based on the above, the researcher considered that it is
necessary to study the extent to which Dubai Municipality's
audience can interact with the messages and media activities
carried out by the Public Relations Department so that
information and information about the public can be provided
to the contact person in the Public Relations Department and
performing the necessary procedures to avoid the negatives and
considering the positives.
This study aims at the following:
• Analysis of media messages used by public relations in Dubai
Municipality and their compatibility with the needs and
interests of the public.
• Demonstrating the ability of the Public Relations Department
in Dubai to deal with the media activities that the
Municipality needs to build in forming its mental image
Communicational activities .
• What activities does Dubai Municipality perform?
• What are the contributions of activities in Dubai
• What is the attitude of the public about the activities offered
by the municipality? The extent to which these activities can
build the positive image of the institution.
• What are the positive aspects posed by the Public Relations
Department in building the positive image of the institution?
• To what extent does the audience interact with the
Definition of the audience
The organization's audience is very broad. It includes all the
individuals who are involved in the organization's activity, and
are interested in their results and have the ability to influence
their activities .
PR: Public relations have been defined by the American Public
Relations Association as an administrative unit providing plans
and management programs.
Public relations and its meaning all public relations functions
and activities and uses means of communication of various
types with the aim of positive impact and create a mental image
in the public opinion.
This study is a descriptive one that aims at analyzing and
portraying the phenomenon of research and trying to reach the
facts related to the nature of a phenomenon, in order to
describe the phenomenon in the reality of the pension and
access to accurate information about it. In this context, the
study of the survey method was adopted as one of the most
suitable scientific methods suitable for this study and where the
study of field in the framework of the survey methodology
based on the selection of a sample of 200 from Dubai the
Municipality Audience which was prepared during the 2018
academic year and the sample was divided equally between
males and females, but after the distribution of the
questionnaire . The number of males 95 and the number of
females 97 and was selected this particular segment as they are
the largest part of dealing with the Municipality of Dubai, where
the use of this type in the research public opinion and listeners
and viewers, especially in the framework of using the survey
method is to study the views and attitudes of Dubai Municipality
audience in dealing with the municipality with the reliance on
the research application form through the personal interview
method with a sample to collect data, analyze them and draw
Methodological Framework of the Study
The problem of this research was determined and then its
purpose in trying to identify the extent of - the analysis of media
messages used by public relations in Dubai Municipality and
their compatibility with the needs and interests of the public.
Demonstrating the ability of the public relations department
in the town of Dubai to deal with the media activities needed by
the municipality to build its mental image. This research is from
exploratory research, which symbolizes the detection of a
certain phenomenon for a group of phenomena and shed more light and boiled such studies first step in the scientific research
process accordingly. This study seeks to examine the extent to
which the Dubai Municipality audience can absorb and interact
with the messages and media activities conducted by the Public
Relations Department so that the public information and
information can be provided to the public relations liaison in the
Public Relations Department and to take the necessary
measures to avoid the negatives and take positive measures.
This research is based on the statistical technique of
measurement and the use of indicators based on inference, in
addition to the measurement tools including Chi-square to
complete aspects of the study and interpretation of the results.
The researcher adopted the survey methodology, where a field
study was conducted within the framework of the research
methodology through a sample of 200 individuals from the UAE
The study rate consists of students from the University of
Sharjah aged between 23-40 years in the United Arab Emirates.
The study was conducted randomly by Dubai maneciplety
audience of 200 individuals between the ages of 23-40 years at
different levels of study.
Data Collection Method
Within the framework of the survey methodology, a
questionnaire was prepared that includes the study questions
and contains a set of questions that reflect the objectives of the
study and their questions
Examine the ability of the Dubai Municipality audience to
absorb and interact with messages and media activities
conducted by the Public Relations Department so that the data
and information of the public can be provided to the contact
person in the Public Relations Department and take the
necessary action to avoid the negatives and take the positives
• The researcher relied on the survey as a means of collecting
research data. The survey paper went through the following
• The formulation of a number of closed questions to answer
the questions that the research aims to put in a logical
context and gives the candidate the opportunity to choose
between the answers to the researcher.
• The investigative newspaper was presented to a group of
arbitrators to measure the respondents' response to the
research objectives and to amend the newspaper according
to the instructions of the arbitrators.
• The paper has been applied to a limited number to test its
applicability to the broader application.
• Time domain - The work on the form and its application took
about three months after the completion of the theoretical
and methodological part which took three months during
June 2018 - August 2018. The field and library review was
also carried out and the form data was manually abstracted to extract the results, comment on the tables and write the
Determining the type of questionnaire - The researcher
considered the possibility of submitting the questionnaire to the
sample in question so that each respondent will complete the
Steps to set up the Questionnaire
The questionnaire was designed in its initial form by studying
the activities of the Department of Public Relations in Dubai
Municipality and the public attitude towards them. And its
preparation has undergone scientific steps and conditions 
Figure 1: Extent of the Sample's Follow-up for the Media
Activities of Dubai Municipality.
Results of the Field Study
The below graph shows the level of males shows that the
percentage of those who follow the media activities in the
municipality amounted to 85%, the proportion of women who
follow the media activities in the municipality of Dubai 75%.
There were no statistically significant differences between males
and females in terms of follow-up of activities. The value of
Mann Whitney 4500 and P value 0.078>0.05, indicating that
both males and females have an interest in following up the
activities of the media municipality .
Figure 2 shows the males' level, the rate of those, who follow
the activities through the website 66% and obtained the first
place while the proportion of females 62% and the difference
between the two ratios is not statistical significance and this is
evidence that the preferred means of sampling of males and
females are the websites of the municipality. The value of the
Mann Whitney test was 4986.500 and the value of the P value
0.969>0.05The rest of the media, such as radio, press and
television, received only a small percentage, ranging from 11.5%
to 13%. This also indicates that the preferred means of follow-up
activities is the municipality's website .
Figure 2: Method through which the Sample Followed the
The Data of the Previous Graph Indicated the male’s level, the
rates of the most important activities they follow are: the news
published on the site, 45% compared to 63% for females. It
ranked first, the rest of the activities are press conferences 30%,
which occupied the second place and press conferences 22,
third and final place for males compared to 22% The second
place and 15% of the press releases in the department of public
relations and the third and final status, the difference between
the two samples has a statistical significance at the level of 95%
confidence. The value of the Mann Whitney test was 4237.500
and the value of P value 0.041<0.05. This indicates the extent of
male and female proficiency in following up the most important
activities of the municipal relations department (Figure 3).
Figure 3: Most Important Activities Followed by the Sample.
On the overall level, the news published in the site received
the highest percentage of 54%, followed by press conferences with 26%, and press releases with 20% and occupied the third
The previous Graph shows the following:
• The percentage of those who defined the level of media
coverage of the municipal activities of males was 48%,
compared with 35% for females. The difference between the
two ratios is statistically significant. The value of the Mann
Whitney test was 4167.500 and the value of P value0.032 <0.05. This indicates that males and females differ in their
level of coverage the percentage of males was 25%
compared to 17% for females (Figure 4).
Figure 4: The most important activities followed by the sample.
• The percentage of those who identified media coverage of
the municipality's activities on the website was 41.5%,
followed by a good level (26.5%) and very good (21%). This
indicates the extent to which the male and female sample
agreed to determine the level of media coverage of the
website of the municipality.
Table 1: Shows the Most Important Positive Aspects of Dubai Municipality's Media Activities in Highlighting the Positive Image.
|Positive aspects of the Municipality
|Diversity of activities.
|Rapid media coverage of the Municipality's activities.
|Considering cultural and social programs
|Interacting with the issues of the audience and highlighting their interests.
|Employing the new technology in the Municipality's Media activities.
The previous table shows the following:
• At the level of males, the most important positive aspects of
media activities in highlighting the positive image was the
observance of cultural and social programs, which reached
35% compared to 32% for females and the difference
between the two ratios has no statistical significance as the
value of the Mann Whitney test reached 4951 and P Value
0.902>0.05. This shows the extent to which males and
females agree on the most positive aspects of media
activities in highlighting the positive picture followed by the
rapid media coverage of activities, 23% for males and 15%
for females. The difference between the two percentages is
also not statistically significant. 15% for females and the
difference between the two ratios is also not statistically
significant (Table 1).
• Followed by the interaction with public issues and
highlighting his interest reached for males 17% compared to
15% and the difference between the two ratios is not
• The employment of technology was ranked last and 10% for
both males and females and this shows the equality of both
males and females in their view the most important aspects
of the positive activities of the municipality.
• At the total level we find that the percentage of observance
of cultural and social programs amounted to 33% and ranked
first, followed by the diversity of activities by 21% and rapid
media coverage by 16% and interaction with the issues by
16% and finally the use of technology 10%.
• This indicates the inability of the municipality to reach the
level of perceptions of the sample in highlighting the positive
aspects for the employment of new technology.
• At the total level, it was found that 80% of the males
indicated that the activities helped them to know the
activities and the news and ranked first, who indicated that
these activities did not help them amounted to 20% and the
difference between the two rates was statistically significant
at 95 confidence level.
It is evident through the Previous Graph:
• At the males' level, the percentage of respondents, who
answered yes that the messages of the Relations section
accessible to the public 25% compared to 15% of the females and there is no significant difference in the two rates where
the value of Mann Whitney 4500 and the value P 0.078>0.05,
The percentage of males was 75% compared to 15% for
females . There is also no significant difference between
the two ratios. This means that both males and females are
proficient in persuading them that the media messages
provided by the Department of Relations are not accessible
to the public (Figure 5).
Figure 5: Sample's opinion on the extent of the media
messages accessibility for the audience that are provided by
the relations section.
• On the overall level, the percentage of those who believe
that these messages are accessible to the public 20%
compared to 80% is not accessible to the public and the
difference between the two rates is not statistically
significant and at the level of confidence 95.
Table 2: Shows the Reasons Expressed by the Sample after Answering "No".
|Editing of Material
|Ambiguity of Meanings and Messages
|Non-selection of appropriate messages
|Inappropriateness of current timing.
The above table shows the following:
• At the level of males, the percentages of the most important
reasons expressed by the sample after answering "yes" are:
Editing the media material 25% compared to 22% for
females. The difference between the two ratios is not
statistically significant. The Mann Whitney test was 4587.500
and the value of P value0.301 was 0.05. Followed by the
editing of the media material 25% for males compared to
25% for females and the equality of the two samples in this
reason is to edit the media material (Table 2).
• The language difficulty was 30% for males compared to 25%
for females and the difference is also not mentioned
between males and females. Also, males and females are
equal in not choosing the appropriate media and
communications. The difference is unnoticeable for males
and females as well as the equal rates between males and
females in terms of non-selecting the appropriate media and
communication messages. Whereas the inappropriateness of
the current timing ranked last for males and females, as the
rate reached 10% for males versus 8% for females and the
difference between the two ratios is not statistically
• At the overall level, the main reasons for the ambiguity of
meanings and messages were 27.5%, which ranked first,
followed by the editing of the media material by 25%, which
occupied the second place, non-selection of the suitable
methods 20%, which occupied the fourth place and finally,
non-selection of the current timing at a rate of 9%.
• It turns out that the most important reasons are the
ambiguity of meanings and messages followed by the editing
of the media material.
It is evident through the Previous graph that:
At the male level, the percentage of respondents, who
answered yes that the public relations department contributes
to the formation of a positive image of Dubai municipality (85%)
versus 9% for females and the difference between the two ratios
has no statistical significance at 95 confidence level. Value
0.286>0.05, while those who responded were 15% for males
versus 10% for females. On the overall level, 87.5% answered
yes and 2.5% said no. This indicates that the public relations
department contributed to the formation of positive image of Dubai Municipality. This sample is consistent with the value of a
study conducted by the Municipality of Dubai (Figure 6).
Figure 6: Shows the Extent of Sample's Perception that the
Public Relations Section Contributes to form a Positive Image
for Dubai Municipality.
Table 3: The Sample's Opinion on Mentioning the Most Important Contributions after Answering "Yes".
|Participation of the society in several events.
|Planning projects that serve the society
|Contributing and participating in work development
It is evident through the previous table that:
At the males' level, the percentage of those who responded
that the most important contribution was the participation of all
in various activities (45%) compared to 30% for females. The
difference between the two ratios was not statistically
significant at 95% confidence level. 051>0.05 and ranked first
followed by contributing to projects in the work development at
a rate of 30% for males compared to 50% for females and ranked
second and the difference between the two ratios has no
statistical significance (Table 3).
Finally, the planning of projects serving the community ranked
last by 20% for males and 15% for females. This means that
males and females are equal in mentioning the most important
contributions made by the municipality.
At the total level, the most important contributions are the
projects of the community in various activities (40%), with a
slight percentage contributing to the participation in the
development of work by (42.5%). Finally, planning the projects
that serve work at a rate of 17.5% with a small difference for the
two former reasons.
Table 4: Shows the Sample's Opinion in Mentioning the Most Important Aspects that can be Developed by the Public Relations Section for Improving its Performance.
|Aspects developed by the Section
|A picture of the alternative press in specific issues and topics.
|Appearance of a compulsory press dimension.
|Avoiding a large sector of audience
|The refinement of browsing is all characterized by its speed and effectiveness.
|Alternative media is associated with a different age
The previous table shows the following:
The most important aspects that the public relations
department can conceive in..... For males, the browser provides
all the speed and effectiveness (35%) compared to (25%) for
females and ranked first, followed by a large, And 10% for males
and 7% for females. There were statistically significant
differences between males and females in terms of the most
important aspects that the public relations department could
develop in improving its performance. The value of Mann
Whitney 4077 and the value of P value0.027 <0.05 (Table 4) .
At the overall level, the most important aspect of the Public
Relations Department is to improve its performance. It is the alternative media where 26.5% is followed by the browser's
evaluation of all its speed and effectiveness by 25% (20%) came
in third place and the appearance of a compulsory press
dimension occupied the last position (8.5%).
This indicates that the Department of Relations in Dubai
Municipality has neglected an important aspect of the aspects
that could contribute to the development of the municipality or
the emergence of a compulsory press dimension.
Table 5: Shows the Reasons of the Integration Relation from the Sample's Point of View Number.
|Relation of Integration
|Speed of Coverage
|Type in the media material
|Organizing open days
The previous table shows the following:
At the males' level, the most important reason for the
existence of the sponsorship relation was the organization of
open days by 38% compared to 42% for females and the
difference between the two ratios is not statistically significant
at the 95 confidence level, where the value of the Mann
Whitney 4685.500 and the value P Value 0.422>0.05 (Table 5).
The first place followed by the type in the media article 25%
for males compared to 25% for females and ranked second and
equal male and female in the mention of this reason.
The rate of media coverage was 15% for males and 10% for
females and last place was a small percentage. Finally,
conferences were held and meetings were held for 10% for
males, 8% for females and conferences, 12% for males and 15%
for females, and it ranked last. Finally, holding meetings and
conferences at a rate of 10% for males compared to 8% for
females. For conferences, the rate reached 12% for males and
15% for females, which shows the indifference of the
municipality to hold meetings and conferences.
On the overall level, the percentage of the most important
reasons for males in the organization of open days by 40% and
ranked first and type in the information material 25% and
ranked second, while the rest of the reasons have received a
small percentage ranged between (9%) (13%) and occupied last
Results and Recommendations
The Following Results are evident through the Field Study:
• It was found that at the total level 80% of the sample follow
the municipal media activities at the level of males and
females 85% compared to 75%, which shows that most of
the sample individuals follow the media activities of the
• At the total level, the rate of those, who follow the media
activities via the website reached (64%), among them the
other methods, and it occupied the first place, followed by
the TV at a rate of (13.5%) and the rest of the methods
reached low percentages.
• At the level of males and females, the website obtained as a
means of monitoring media activities 66% for males
compared to 62% for females and the difference between
the two ratios is not statistically significant.
• On the overall level, the news published on the site received
the highest percentage among the activities followed by the
sample, with 54% taking first place, and males and females
also receiving activity related to the news published on the
site (45%) for males versus 63% for females. The difference
between the two ratios is not substantial.
• The level of activities from the point of view of the sample at
the overall level was very good at 80% and ranked first,
followed by the rest of the estimates with a small percentage
ranging between 24% and 5%. This indicates the extent to
which the sample is satisfied with the activities provided by
• For males and females, the estimate was very good; the
highest percentage was 45% for males and 45% for females.
There is no difference between males and females in
determining the level of activities.
• The percentage of those who watched the documentary film
was 96% for Dubai Municipality and 97% for males and
females. This indicates the interest of the sample in following
up or watching the documentary film of the Municipality.
• (37.5%) followed by very good (35%). On the level of males
and females, 30% for males and 45% for females and 45% for
males and 25% for females.
• At the total level, the percentage of those who identified
media coverage of activities was estimated at 41.5%,
followed by the rest of the estimates. On the level of males
and females, the average was 45% for males compared to
35% for females and the remaining percentages were
between 25% and 2%.
• The percentage of those who felt that the information
activities helped them to know all the news and activities at
the total level of 80% and at the level of males and females
85%, 75%, and this indicates the ability of these information
activities to help the public to know all the news.
• At the overall level, it was found that the most positive
aspects of the media activities in highlighting the positive
picture from the point of view of the sample are taking
account of the cultural and social programs, where 33.5%
followed by the diversity of activities by 21.5%, while the
remaining aspects received low percentages ranging
between 19% and 10%. At the level of males and females,
25% of males and 32% of females received cultural and social
• At the total level, the proportion of those who saw the
media provided by the Department of Relations accessible to
the public by 80% and at the level of males and females by
75%, 85% and this indicates the extent of agreement
between both males and females from their point of view.
• The most important reasons given by the sample, which
answered no is the ambiguity of meanings and messages,
27%, followed by the editing of the scientific article by 25%
and not choose the appropriate means 20% and the difficulty
of language 18.5%. The percentage of males and females is
equal to the editing of the information material, where the
ratio is 25%. This indicates the extent of gender agreement in
• At the total level, the percentage of those who felt that the
Public Relations Department contributes to building the
positive image of Dubai Municipality was 87.5%. This
indicates the necessity of the Municipality Relations
Department to follow the sample in building the positive
• At the total level, the most important contribution is to
contribute to the development of work by 42% and equal to
the male and female roughly in this reason, where the
percentage of each of 35% and 50% and the difference
between the two ratios is not essential.
• At the overall level, the most important aspect that the PR
department can develop in improving its performance is the
alternative media (26.5%) and the highest percentage, while
the side was able to browse all its speed and efficiency 25%
and ranked second.
• On the overall level, the most important reasons that the
sample found to have a relationship of integration.. is the
organization of open days by 40% and obtained the first
place and the diversity in the media material by 25%.
• At the level of males and females 38% for males compared to
42% for females and the difference between them is not
significant and this indicates the extent of consensus in the
opinion of the proportion of the reasons for the existence of
The Most Important Recommendations
Those results are summarized in the Following
• Paying attention to the website; as the sample showed its
desire and use of the website in the follow-up of media
• Paying attention to other activities that are followed by the
sample; as it is confined to the activity of published news
and activities, and did not pay attention to the rest of the
activities in order to obtain their right, especially after the
sample estimated the level of these activities very good
• Paying attention to the development of documentary
education as the study witnessed the wide acceptance of the
sample on the documentary film whether at the total level or
at the level of males and females, especially after the sample
evaluated the level of the documentary film to be very good.
• The media coverage of activities was estimated at 41.5% and
at the level of males and females 35% 48%. This indicates a
low level of media coverage of the activities. Thus, the study
recommends paying more attention to the media coverage
• Paying attention to the reasons given by the sample for the
media coverage, namely ambiguity of meanings and
messages, at a rate of 27%, editing of media content (25%)
and non-selection of the appropriate messages 20%, and the
Department of Public Relations Section of Dubai Municipality
should take care of these matters to achieve the desired
goals through those activities.
• Paying attention to other contributions where the sample
focused only on the contribution to participate in the
development of work, which amounted to (42%).
• On the overall level, alternative media has become the most
important aspect that the PR department can develop in
improving its performance by 26.5% of the browser with all
its speed and effectiveness. Therefore, the researcher
recommends that attention be paid to the other aspects,
since they received a small percentage.
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