Mohamed Zayani. "Arab Media, Corporate Communication, and Public Relations: The Case of Al Jazeera." Asian Journal of Communication 18.3 (2008): 207-222.
Over the past few decades, public relations has developed significantly in the West into a sophisticated management function which is recognized as an integral part of any organization’s attempt to communicate with various publics both within and outside the organization in order to achieve its goals and objectives. However, this is not the case in the Arab world where public relations remains fairly underdeveloped and, even when practiced, is relatively unsophisticated. This paper looks at how the public relations function is understood and practiced outside the normative Western public relation paradigm. It explores how Al Jazeera has been dealing with internal and external communication issues. Drawing on James Grunig’s four models of communication to analyze Al Jazeera’s public relations practices, this study outlines the communication challenges and opportunities the organization has been facing during its few years of existence.
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