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Article

Towards Communication in Achieving Sustainable Economic Development Goals: The Role of Communication in UAE Media Institutions

by
Faycal Farhi
1,*,
Riadh Jeljeli
1,
Radouane Slamene
2,
Merhan Mohsen
3 and
Khaled Zamoum
4
1
College of Communication and Media, Al Ain University, Abu Dhabi 64141, United Arab Emirates
2
Faculty of Communication and Media, King Abdulaziz University, Jeddah 21589, Saudi Arabia
3
Mass Communication and Public Relations Department, Gulf University, Sanad 26489, Bahrain
4
College of Communication, University of Sharjah, Sharjah 26666, United Arab Emirates
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(10), 7933; https://doi.org/10.3390/su15107933
Submission received: 1 April 2023 / Revised: 29 April 2023 / Accepted: 30 April 2023 / Published: 12 May 2023
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Abstract

:
Communication is vital in achieving the economic sustainability of media institutions. They adopt strategies that help organizations to communicate effectively, foster partnerships, and promote the adoption of innovations. This study examined the role of communication in developing the media institutions in the United Arab Emirates to acquire economic sustainability goals. The researchers applied the case study method and selected 500 respondents from the UAE Business-to-Business Communication Database. Research revealed that communication positively affects Emirati media institutions. Public relations and communication practices help these organizations to achieve economic sustainability. It was found that public relations and communication affect these organizations to foster partnerships in terms of ensuring transparent operations and trust building. However, the effect of public relations and communication on promoting innovation remained insignificant, as a slight agreement was shown regarding the relevant phenomenon. It was concluded that economic sustainability holds great significance in the Sustainable Development Goals (SDGs) framework, and communication ensures they are achieved in the best possible manner. As a result, Emirates-based corporate sector organizations acknowledge the significance of public relations and communication and integrate these strategies into their comprehensive business plans to attain sustainable economic growth and development.

1. Introduction

Communication is inextricably linked to public relations, as effective communication is at the core of successful public relations. Public relations (PR) is the practice of building and maintaining relationships between an organization or individual and the target audience [1]. According to Gruing [2], communication is essential in public relations, enabling messages to be conveyed clearly and accurately to the target audience. In this regard, public relations professionals adopt different communication resources, including speeches, social media, emails, press releases, events, and emails, to reach their audience. Also validated by Edward [3] as noted, communication is essential in public relations as it helps organizations to convey their messages effectively, build and maintain relationships with stakeholders, manage crises, and enhance their reputation. This intertwined relationship between public relations (PR) and communication is based on achieving success through adopting several strategies. Ihlen et al. [4] cited an example of a communication strategy where PR professionals work with communication experts to access the target audience effectively. Communication strategies can include a variety of tactics, such as press releases, social media posts, emails, speeches, and events. However, before conveying the communication messages, Taylor and Kent [5] consider developing critical messages aligned with the goals and objectives. These messages are then used in various communication channels to reach the target audience. According to Park and Reber [6], public relations (PR) officers coordinate with communication experts to manage relationships with the media and other influential communication channels. With the help of communication, professionals help public relations (PR) teams to develop pitches, press releases, and other materials to attract media attention and secure relevant coverage.
Similarly, public relations and communication are two important phenomena that have potential impacts on organizational growth and development [7]. According to Falkheimer [8], communication is critical in providing timely and accurate information to stakeholders and the public and managing the flow of information to maximize growth opportunities for the organization. In addition to this, communication in public relations also involves listening to feedback from stakeholders and the public, which can help organizations to improve their products or services, build better relationships, and enhance their reputation. Talking particularly about corporate sector organizations, Carnevale [9] argues that public relations and communication are critical factors that contribute to the development of the corporate sector. Effective communication helps organizations to connect with their customers, employees, and stakeholders, fostering a sense of trust and loyalty that can drive growth and success. According to Smith [10], public relations and communication build a strong public relations strategy, leading to a positive reputation for an organization and highlighting its achievements, products, and services. Cheney and Dionisopoulos [11] highlight the role of public relations and communication in driving sustainable development in corporate sector organizations. In addition to this, sustainable development is the ability of businesses to meet the needs of the present without compromising the ability of future generations to meet their own needs. Effective communication helps businesses to achieve this by promoting sustainability initiatives and encouraging stakeholder engagement. Genç [12] further argues that PR and communication are essential components of sustainable development in corporate sector organizations. Using different communication strategies, public relations (PR) help organizations to build transparency and accountability, encourage stakeholder engagement, promote sustainability initiatives, and foster collaboration and partnerships. By investing in PR and communication, organizations can drive sustainable development and contribute to a more sustainable future.

2. Study Aims and Gap

Thus, in light of the role of public relations and communication, this study focuses on examining the role of both factors in sustaining and following the UAE’s sustainable development agenda. The scope of this study is based on corporate sector organizations in the United Arab Emirates, specifically private media organizations, which are primary considerations for achieving sustainable development goals in the country. The aim is to highlight achieving the sustainable development goals in the corporate sector organizations of the United Arab Emirates. In this regard, the primary purpose is to examine the overall impacts of PR and communication in the Emirati corporate sector, the impact of PR and communication on economic sustainability, and the strategies adopted to ensure their role meets the economic sustainability goals.
The significance of the current research can be determined by the fact that, despite sustainable development being UAE’s agenda and many studies having focused on it [13,14,15,16], no study has explored this phenomenon in corporate sector media organizations. Especially during the post-pandemic era, when economic sustainability is one of the primary goals, there is a need to explore the role of different organizations, and media organizations are no exception. This research also highlights the role of media privatization in ensuring economic sustainability, which adds to the existing literature investigating other sectors in relation to economic sustainability and development. Therefore, this research is divided into sections to provide systematic and empirical evidence of the results. The first section is based on introducing the study topic, problem, gaps, and aims. The second section contains a literature review, and the third section contains the theoretical framework. The fourth section discusses the methodological approaches applied in this research, and the fifth section is based on the data analysis and results. Finally, the last section is based on the discussion of results, conclusions, implications, and limitations.

3. UAE’s Sustainable Development Agenda

The United Arab Emirates (UAE) has made significant progress toward sustainable development, with the introduction of several initiatives and policies aimed at promoting economic, social, and environmental sustainability [17]. The government of the United Arab Emirates launched the “UAE’s Sustainable Development Agenda” in 2017 based on the country’s vision for sustainable development, and it includes specific targets and goals to be achieved by 2030 [18]. The agenda’s impact on corporate sector organizations has been significant, with many businesses adopting sustainable practices and contributing to the country’s overall sustainability efforts. The focus is on ensuring regional social, economic, and environmental sustainability. Regarding economic sustainability, the UAE’s Sustainable Development Agenda involves initiatives relating to entrepreneurship [19], innovation, and sustainable economic growth. Many corporate sector organizations in the UAE have responded to these initiatives by investing in research and development, promoting innovation, and supporting entrepreneurship [20]. These efforts have not only contributed to the country’s overall sustainability goals but have also led to increased competitiveness and economic growth for businesses. According to Krzymowski the UAE’s Sustainable Development Agenda has significantly impacted corporate sector organizations in the country. Many organizations have responded to the agenda by adopting sustainable practices and contributing to the country’s sustainability efforts. These efforts have contributed to the country’s overall sustainability goals and led to cost savings, increased efficiency, improved well-being, and increased competitiveness for corporate sector organizations. Daher-Nashif and Bawadi [21] argue that the UAE’s Sustainable Development Agenda exemplifies how a robust sustainability agenda can bring positive outcomes for businesses and the wider community. Corporate sector organizations contribute significantly to the UAE’s revenue, essential public services, and infrastructure development funding source. As companies in the UAE grow and expand, they pay more taxes and contribute more to the economy, helping to support government initiatives to promote economic growth and sustainability. According to Tirupathi et al. [22], corporate sector organizations also play a crucial role in promoting innovation and entrepreneurship in the UAE. Many large corporations in the UAE have established innovation centers and research and development facilities which provide opportunities for local entrepreneurs and start-ups to collaborate and develop new ideas and technologies. These initiatives are critical in driving economic diversification and ensuring the long-term sustainability of the UAE’s economy. Table 1 summarizes the definitions of sustainable development according to the existing literature.
Likewise, the media organizations in the UAE play a crucial role in the country’s journey towards a sustainable knowledge economy by supporting content creation in both conventional and digital formats and promoting public engagement in the knowledge sector. While state media act as communication outlets for the government, private media operate according to commercial standards. Hundreds of media companies, digital start-ups, advertising and PR agencies, digital marketing firms, and publishing companies recruit thousands of people across five media free zones [23].
A report represented by the Hitchcock and Willard [24] provided an overview of the growth of the media industry in the MENA regions. It was reported that the UAE entertainment industry is expected to grow at a compound annual growth rate (CAGR) of 9.0% from 2021 to 2028. Half of the MENA region’s users stream music day to day through digital streaming platforms. The games market across Saudi Arabia, the United Arab Emirates, and Egypt was estimated to be worth USD 1.76 billion in 2021. The figure is expected to rise to USD 3.14 billion by 2025 at a CAGR of 13.8% over five years. According to a study by SPC, the UAE’s publishing sector is also expected to grow from USD 260 million to USD 650 million by 2030. Furthermore, the UAE’s digital music sector will reach USD 62 million in revenue in 2022, with an annual growth rate of 9.46% projected between 2022 and 2026. Finally, according to the Mena Cinema Forum, the UAE is expected to join the world’s top 10 leading markets for global box office revenues by 2030, and the UAE accounts for 25% of the total over-the-top (OTT) subscriptions in the MENA region, the second highest percentage [24].
Based on the importance of economic sustainability, Table 2 provides clear definitions of the relevant concept. The UAE has a free-market economy with credible state welfare components. This is reflected in its national communications system, where state-sponsored/subsidized media coexist with profit-making ones. Local media organizations, such as the Abu Dhabi Media Company, Dubai Media Incorporated, and Sharjah Media Corporation, function as subsidized operations that generate revenue through commercial sources such as advertising, subscriptions, and sponsorships. UAE state-subsidized media use the latest technologies and offer high-quality news, news on public affairs, and entertainment content. Both on-shore and off-shore outlets work in media free zones and offer unique business opportunities, i.e., 100% foreign ownership, tax exemption, and world-class infrastructure to support their growth [23].
Furthermore, sustainable development has approximately seventeen goals predefined by the United Nations [25]. However, this study is focused on the United Arab Emirates, where three goals are defined by the Emirati government, i.e., social, economic, and environmental goals. Khan and Ajmal [26] argue that sustainability can be acquired through formal, transparent communication, ensuring feedback and mutual trust and understanding. Consequently, public relations play a significant role in achieving sustainability by creating better relationships among organizations and sustaining trust. According to Mazumder [27], public relations (PR) and communication are vital in ensuring economic sustainability for corporate sector organizations. Communication with stakeholders, including customers, investors, employees, and the community at large, is essential for building trust and credibility, which are critical factors for the long-term success of any organization. Lim and Greenwood [28] cite an example of fostering partnerships in corporate sector organizations with the help of public relations and communication. As noted, communication helps to build trust and credibility between organizations, leading to mutually beneficial partnerships that can contribute to the long-term economic sustainability of the parties involved. Jones et al. [29] argue that public relations and communication can help organizations identify potential partners and establish a dialogue. Organizations articulate their values, goals, and needs and search for compatible partners with similar objectives. Organizations build trust and respect by establishing effective communication, leading to stronger relationships and strong partnerships. Duthler and Dhanesh [30] consider communication with investors to be critical for the long-term success of any organization. It can help to build investor confidence, attract new investors, and maintain a positive relationship with existing investors, all essential for economic sustainability.
Steyn and Niemann [31] consider public relations and communication to ensure economic sustainability by promoting innovation in corporate sector organizations. Public relations (PR) and communication are crucial in promoting innovation in the corporate sector. Innovation is essential for any organization’s long-term success and growth. In this context, communication can create a culture of innovation and foster employee collaboration. According to Pompper [32], communication helps to promote an innovation culture within an organization. Organizations value creativity and innovation by regularly briefing about the importance of innovation and encouraging employees to share their ideas. Consequently, more innovative ideas are generated, and employees become more confident in performing their tasks and improve organizational performance. Hitchcock and Willard [33], on the other hand, consider public relations and communication to foster employee collaboration, leading to more innovative solutions. Organizations encourage cross-functional collaboration and accelerate a sense of shared purpose by providing channels for employees to communicate and share their ideas. As a result, employees propose more creative and innovative solutions that draw on diverse perspectives and expertise.
Table
Table 1. Definitions of sustainable development.
Table 1. Definitions of sustainable development.
S/R.SourceDefinition
1.[34]Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.
2.[35]Sustainable development is a development that meets the needs of the present without compromising the ability of future generations to meet their own needs while improving the quality of life now through a fair and equitable distribution of resources.
3.[36]Sustainable development is a process of meeting human development goals while sustaining the ability of natural systems to continue to provide the natural resources and ecosystem services upon which the economy and society depend.
4.[37]Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs, based on the integration of economic, social, and environmental considerations.

4. Dialogue Theory of Public Relations

The dialogue theory of public relations theoretically supports this study. Pearson proposed the relevant theory in 1989 based on the general idea behind dialogue as an exchange of opinions and ideas [38]. According to Pearson, public relations (PR) are based on managing interpersonal discourse. The dialogue in the public relations (PR) context is based on an asymmetrical model to share the message and acquire feedback [5]. Talking specifically about the dialogue in relation to achieving economic sustainability, it is notable that public relations and communication play a crucial role in the economic sustainability of corporate sector organizations by building positive relationships with their stakeholders, including customers, investors, employees, and the wider community [39]. According to Cheney and Dionisopoulos [11], public relations (PR) and communication use dialogue to acquire economic sustainability through stakeholder engagement, i.e., actively seeking out and listening to the concerns and needs of stakeholders and responding to them in a way that builds trust and fosters long-term relationships. In this regard, transparency and open dialogue between the involved parties are the crucial propositions of the dialogue theory of public relations for achieving the desired goals [5].
By engaging with stakeholders, organizations better understand their needs and expectations and work to meet them to benefit the organization and its stakeholders. María et al. [40] propose that another way public relations and communication use dialogue to acquire economic sustainability is through crisis management. During the crisis, dialogue helps to mitigate the damage and restore trust in the organization by being transparent about the situation and allowing the organization to communicate with stakeholders promptly and appropriately. According to Oleksii et al. [41], corporate sector organizations demonstrate their commitment to accountability and transparency and work to rebuild trust and maintain economic sustainability by engaging in a dialogue with stakeholders during a crisis. Thus, based on the cited literature and empirical evidence, this research poses three primary questions to be answered:
  • R1: What are the overall impacts of public relations and communication in corporate sector organizations in the United Arab Emirates?
  • R2: How do public relations and communication impact the economic sustainability of corporate sector organizations in the United Arab Emirates?
  • R3: Which strategies adopted relating to public relations and communication contribute to fostering partnerships in corporate sector organizations in the United Arab Emirates?

Research Hypothesis

Hypothesis 1 (H1).
Public relations and communication have a significant positive impact on corporate sector organizations in the United Arab Emirates.
Hypothesis 2 (H2).
Public relations and communication have a significant positive impact on the economic sustainability of corporate sector organizations in the United Arab Emirates.
Hypothesis 3 (H3).
Public relations and communication have a significant positive impact on fostering partnerships in corporate sector organizations in the United Arab Emirates.
Hypothesis 4 (H4).
Public relations and communication have a significant positive impact on promoting innovations in corporate sector organizations in the United Arab Emirates.
Table
Table 2. Definitions of economic sustainability.
Table 2. Definitions of economic sustainability.
S/R.SourceDefinition
1.[42]Economic sustainability is the ability of an economy to support a defined level of economic production indefinitely.
2.[43]Economic sustainability refers to the ability of an economic system to maintain its productivity and competitiveness over time while ensuring social and environmental well-being.
3.[44]Economic sustainability means that the economic system can continue to provide the goods and services necessary for well-being over time considering the limits imposed by the natural environment, social equity, and economic efficiency.
4.[45]Economic sustainability is an economy’s long-term ability to provide for its citizens’ needs, maintain economic growth, and support environmental health and social well-being.

5. Research Methods

This study was based on the case study method as the focus was on investigating the role of public relations (PR) and communication in achieving sustainable development, particularly economic development goals. The respondents were recruited from five PR agencies in the UAE working with different corporate sector organizations. Notably, the sample selection was based on information gathered from the UAE B2B Public Relations and Communication Database [46]. The relevant database contains information about all corporate sector organizations and their associations with the PR agencies currently working in the region, along with their business IDs, license numbers, and other vital details. The questionnaires were sent through email, mainly by sharing the online URL of the survey. The data collection was performed from September 2022 to January 2023. The selection criteria were based on the PR agencies working with different corporate organizations in the UAE. Other than this, there were no specific criteria for selection purposes. Table 3 indicates the demographic strata of the selected sample respondents. Finally, 500 respondents were selected from the UAE B2B Public Relations and Communication Database. Of the 500 invitations, 413 agreed to be part of the survey, and 397 questionnaires were deemed usable after careful evaluation, indicating a total response rate of 79.4%, which was higher than the threshold of 60% [47]. Descriptive data showed that most respondents were females (50.8%), while 49.2% were males. Based on the position/rank of the respondents, 13.3% were in higher positions (owner/among the board of directors), 31.9% were in management positions, and 44.5% were other-level employees in the selected organizations. Finally, it was found that 29.9% of respondents were South Asian, including Chinese, Iranian, Pakistani, Indian, Pilipino, and others, 22.9% were European (German, Swedish, Portuguese, and others), 20.6% were from the Middle East and Gulf region, 12.8% were from the United States, and 5.7% were from the African region. In comparison, 5.7% marked “other” as their nationality/race. Overall, the study respondents came from diverse demographic backgrounds based on their gender, positions, and race/nationality (see Table 3), indicating a heterogenous sample, and the respondents voluntarily participated in the research process.
Although the generalizability of the results was limited, the final sample size was representative of their association with the selected organizations. Their responses offered a reflection of the role of public relations (PR) and communication in ensuring the development of corporate sector organizations to achieve economically sustainable development goals.

5.1. Measurement Tools

As this study was based on public relations and communication being used in achieving the economic sustainability goals, the survey questionnaire was designed based on measurement items used in previous studies. The survey questionnaire was based on a five-point Likert scale, and a minimum of four root questions were attributed to each measurement construct in the study.

5.1.1. Public Relations and Communication

The scale regarding the role of Public Relations and Communication was adopted from a study by Laskin [48]. The relevant constructs were measured by adoption of four root questions from the survey by Laskin addressing the general role of PR and communication, the role of public relations and communication in supporting two-way communication, the organizational need to prefer public relations and communication, the need for specialized personals to maintain public relations and communication, and, finally, the overall impact of public relations and communication on organizations (See Table 4).

5.1.2. Economic Sustainability

The scale to measure Economic Sustainability was adopted from a study by Atmaca et al. [49]. The relevant scale was measured by adopting four root questions based on examining the economic policies providing PR services to the corporate sector organizations in the United Arab Emirates, the role of research and development under the given financial resources of the Emirati organizations, providing corporate sector organizations with cost-effective PR and communication services, and, finally, abiding by strategies to increase the economic affordability of the services in their relation to organizational support and services (See Table 5).

5.1.3. Fostering Partnerships

The scale was adopted from two studies to measure the construct Fostering Partnerships through public relations and communication [50]. The items involved statements regarding the role of public relations (PR) in communicating with other organizations, efforts of public relations (PR) personnel in holding regular meetings, providing the investors with transparent information, and building a sense of community among the current investors and partners (See Table 6).

5.1.4. Promoting Innovations

The last construct was measured using the survey scale by Blotnicky and Thurlow [51]. Four root questions/items were selected from the relevant source based on the role of public relations (PR) in arranging coordination between all the stakeholders, in motivating the involved parties to share their ideas, in encouraging organizations to integrate technology in their system, and the role of public relations (PR) practitioners in using innovative strategies to influence the organizations for increased transparency (See Table 7).

6. Test of the Model

6.1. Analytic Techniques

Overall, structural equation modelling was employed to test the study hypotheses. The hypotheses were based on cause-and-effect relationships, so applying structural equation modelling was suitable. Notably, despite regression analysis being considered as significant to test the relevant type of relationships, structural equation modelling involves in-depth analysis, including testing the reliability and validity of the research instrument, predictive potential of the predictor variables, and finally, the relationships, i.e., path, t-values, and significance value, of the proposed relations between the variables. Thus, the analysis in this study was based on two sets of approaches. First, the reliability and validity of the measurement model were tested. Second, the structural model/relationships between the variables were assessed. This two-step approach helped to ensure that the measurement model was reliable and valid to test the proposed relationships in the best possible way.

6.2. Measurement Model Testing

First, the researchers tested the model by examining the convergent validity, construct reliability, discriminant validity, and goodness of fit. All the assessments examined how much the measurement model could further facilitate the testing of the structural relationships by conducting path analysis (see Figure 1).
To check the reliability and validity, confirmatory factor analysis [52] was used, including the calculation of the factor loads. All items from the Public Relations and Communication, Fostering Relationships, and Promoting Innovations constructs surpassed the minimum threshold value of 0.5. However, some of the loading values from Corporate Sector Organizations and Economic Sustainability had weak or lower values, which were assumed to affect the structural model analysis. Thus, the researchers eliminated two items from Corporate Sector Organizations and Economic Sustainability. Additionally, the average variance extracted (AVE) values were also calculated. The AVE value was 0.756 for Public Relations and Communication, 0.833 for Corporate Sector Organizations, 0.764 for Economic Sustainability, for Fostering Relationships, and 0.958 for Promoting Innovation. Thus, these values were significantly higher than the minimum threshold value of 0.5.
Additionally, the construct reliability was also analyzed based on two criteria. First, the Cronbach alpha values were calculated; the CA value was 0.743 for Public Relations and Communication, 0.703 for Corporate Sector Organizations, 0.814 for Economic Sustainability, for Fostering Relationships, and 801 for Promoting Innovation. Thus, these values were significantly higher than the minimum threshold value of 0.7. While the composite reliability was 0.789 for Public Relations and Communication, that for Corporate Sector Organizations was 0.750, that for Economic Sustainability was 0.717, that for Fostering Relationships was 0.739, and that for Promoting Innovation was 855. Overall, the composite reliability analysis values were also higher than the threshold value of 0.7.
Similarly, the goodness of fitness was examined after eliminating the two items from Corporate Sector Organizations and Economic Sustainability. Results revealed the chi-square value to be 0.945 and probability level to be 0.001. Further, the Tucker and Lewis index value was 0.862, and the standardized root-mean-square (RMSEA) value was 0.060, smaller than the threshold value of 0.085. The goodness of fit of the measurement model was confirmed. Finally, the discriminant validity of the measurement model was examined by first calculating the Pearson correlation coefficients of the constructs and then examining them with the squares of the average variance extracted values (see Table 8). The analysis first indicated that all the square values of the AVE were greater than the correlation value given in the table. Additionally, these values also showed that they did not correlate with each other, while calculating the Hetreotrait–Monotrait ratio also revealed a HTMT value of 0.315, which was lower than the threshold value of 0.85 (See Table 8 for details).

6.3. Structural Model Testing

The researchers examined the structural relations between the variables by first calculating the predictive power of the predictor variables and then conducting the path analysis (See Table 9 for summary of results). First, exploring the predictive potential indicated a 33.7% variance in the construct of Corporate Sector Organizations (r = 0.337, p = 0.004). Further, a 55.8% variance was found in Economic Sustainability (r = 0.558, p = 0.004), 55.5% in Fostering Partnerships (r = 0.555, p = 0.000), and 0.69.6% in Promoting Innovation (r = 0.696, p = 0.000). Overall, a strong predictive power of the variable Public Relations and Communication was found in the current study.
Testing the structural model was based on the values representing the path coefficients (β) between variables, t-values, and the significance of the relationships between variables [53]. First, the H1 of this research predicted that public relations and communication have an overall significant positive effect on the corporate sector organizations in the United Arab Emirates. According to Taylor and Kent [5], public relations and communication play a crucial role in the success of corporate sector organizations. Public relations enhance the organization’s reputation, increasing profitability and growth. Public relations and communication are also vital for corporate sector organizations. They can minimize misunderstandings, promote collaboration, and facilitate the exchange of information and ideas in the best possible manner. Thus, the first study hypothesis predicting the significant positive impact of public relations and communication was significant, showing that public relations and communication have a strong effect on the corporate sector organizations in the United Arab Emirates (β = 0.159, t = 2.745, p < 0.006). The second hypothesis predicted the impact of public relations and communication on the economic sustainability of Emirati corporate sector organizations. The result affirmed the prediction by indicating a strong regression coefficient (β = 0.144, t = 13.022, p < 0.000). This result showed consistency with the argumentation by María et al. [40]. As noted, public relations and communication practices accelerate economic sustainability by creating a positive image for the organization, increasing brand awareness, and enhancing stakeholder transparency and accountability. Effective public relations strategies help to build and maintain relationships with customers, investors, and other stakeholders, leading to increased loyalty, repeat business, and positive word-of-mouth recommendations.
The third hypothesis anticipated the significant positive impact of public relations and communication on fostering partnerships among corporate sector organizations in the United Arab Emirates. Results showed that the predicted effect was also significant by showing a strong regression coefficient in this study (β = 0.150, t = 2.887, p < 0.000). As noted by Grunig [2], public relations and communication practices can foster partnerships in corporate sector organizations to develop and maintain positive relationships with external stakeholders. When partnerships with other stakeholders are created and sustained, organizations enjoy strong relationships that benefit both parties. Finally, the last hypothesis was tested, assuming a significant positive impact of public relations and communication on promoting innovation in corporate sector organizations in the United Arab Emirates. According to Avidar [54], public relations and communication personnel promote innovations in corporate sector organizations by creating a culture of innovation by encouraging employees to share their ideas and collaborate. Public relations and communication procedures can also promote the organization’s innovation efforts to external stakeholders. By effectively communicating innovative ideas and initiatives, the organization can attract potential partners and investors interested in supporting and investing in innovative organizations. However, the proposed effect in the fourth hypothesis was insignificant, with a weak regression coefficient (β = −0.044, t = −0.263, p < 0.792). This result contradicted previous studies that witnessed the role and effect of public relations and communication practices in promoting innovations and creativity [10]. Therefore, apart from in relation to the last hypothesis, the hypothesis predicting the significant positive effect of public relations and communication on corporate sector organizations, further ensuring economic sustainability through fostering partnerships remained validated.
Further, the regression analysis was repeated in this study to examine the scores of items by testing their relationships (see Table 10). It was found that (Panel 1) Public Relations and Communication significantly impacted sustaining the Corporate Sector Organizations. The effect of Public Relations and Communication on Economic Sustainability and Fostering Relationships was also significant (Panels 2 and 3, respectively). However, the effect of Public Relations and Communication on Fostering Innovation was insignificant, as represented by the coefficient, t-values, and p-value in Panel 4.

7. Discussion and Theoretical Implications

Public relations and communication can use dialogue to acquire economic sustainability by promoting corporate social development [55]. The core concept of the dialogue theory of public relations also emphasizes engaging with stakeholders to identify areas where the organization can positively impact the community and the environment. Organizations can build a positive reputation and foster long-term relationships [56] that contribute to the corporate sector’s growth and development by working with stakeholders to develop sustainable practices and initiatives. Relevant to the dialogue theory of public relations, Genç [12] argued that good communication can create an open environment within the organization, fostering trust and respect among employees and stakeholders. Additionally, public relations help organizations to respond more quickly and effectively to changes in the market, enabling them to stay ahead of the competition. As a result, public relations are crucial in ensuring economic sustainability in corporate sector organizations by facilitating effective communication with internal and external stakeholders. By communicating the organization’s values, goals, and achievements, public relations can help to build a positive image and reputation, attracting new customers, investors, and partners [57]. Eventually, increased revenue and growth are essential for long-term economic sustainability. Moreover, by engaging with employees and promoting a positive work culture, public relations can increase employee satisfaction and productivity, positively impacting the organization’s development [58].
Similarly, this study also proposed the effect of public relations and communication on sustainability, particularly economic sustainability, in the corporate sector organizations of the United Arab Emirates, as described in H1 and H2. This study implied that public relations and communication have a significant positive effect on the sustainable development of the relevant organizations.
The descriptive results (see Table 11) also revealed the participants’ general agreement on the role of public relations in ensuring the sustainability of corporate sector organizations in the United Arab Emirates. Respondents agreed that these organizations prefer two-way communication to provide understanding by recognizing the need to interact and shape mutual understanding with the stakeholders. These organizations prefer hiring an experienced professional to perform PR responsibilities, leading to organizational growth and development.
Regarding economic sustainability in the Emirati corporate sector organizations, respondents indicated that, overall, PR and communication effectively contribute to the economic development and sustainability of Emirati corporate sector organizations. They also indicated that they prefer working under the allocated financial resources and ensuring provision of the best PR services to these organizations. Additionally, they also provide affordable services to these organizations based on their budget and financial strength. According to Avidar [54], the role of public relations and communication in the sustainable development of the corporate sector is crucial. These practices help organizations to excel in the competition and remain relevant in a rapidly changing business environment.
Similarly, two prominent strategies of PR and communication were proposed, including fostering partnerships and promoting innovation (see Table 12 for the relevant descriptives). According to Smith [10], public relations are critical in fostering partnerships and promoting innovation within organizations by helping organizations identify opportunities for growth and development accompanied by recent trends and emerging technologies. Additionally, public relations can help organizations to foster partnerships and promote innovation by building relationships, identifying opportunities, and effectively communicating the organization’s vision and ideas. The study respondents also agreed that they prefer communication between organizations to achieve their economic goals. They indicated that frequent interactions and meetings are a part of their strategic work agendas, further accelerating the sense of community among investors.
Finally, the respondents agreed that they promote innovation in corporate sector organizations. The subjective opinion indicated that innovation and creativity are based on organizational policies, yet they try to share creative ideas. According to the respondents, they likely ensure constructive and creative idea sharing among the investors and emphasize integrating technology to accelerate organizational functions. Further, they showed a slight agreement towards motivating the organizations to adopt innovative methods to ensure transparency in their operations. As noted by Christensen and Cornelissen [59], public relations and communication are important in encouraging organizations to promote innovation for economic sustainability by building relationships, identifying opportunities, and effectively communicating the organization’s vision and ideas.

7.1. Conclusions

Economic development is a vital component of the Sustainable Development Goals (SDGs) framework and is a cornerstone of long-term sustainable development. Sustainable economic development is essential for achieving the Sustainable Development Goals (SDGs) as it supports achieving other goals such as eradicating poverty, reducing inequalities, ensuring access to quality education and healthcare, and promoting sustainable consumption and production patterns. Based on the current research on the role of public relations and communication in the economic sustainability of corporate sector organizations in the UAE, it was concluded that both play a crucial role in ensuring sustainable development, specifically economic sustainability. Through fostering partnerships and promoting innovations, PR help organizations in the United Arab Emirates to build their reputation, increase their visibility, and, ultimately, achieve economic success. The findings of this study suggest that companies that invest in PR and communication strategies are more likely to achieve long-term economic sustainability while contributing to the overall growth and development of the UAE’s economy. Therefore, corporate sector organizations in the UAE should recognize the value of PR and communication and incorporate these strategies into their overall business plans to achieve sustainable economic growth.

7.2. Policy Implications

Based on the results, this study proposes some policy implications for corporate sector organizations, particularly media organizations. Notably, communication and transparency are important considerations for public relations practitioners. It is implied that policymakers can foster corporate organizations to invest in public relations and communication strategies to build and maintain a positive image and reputation. A positive relationship between public relations and communication and corporate sector organizations indicates that private media organizations in the UAE give priority to communicating effectively. These results are consistent with the propositions by Umar et al. [60]. As noted, organizations prioritize public relations and communication because they enable them to build and keep a positive image and reputation, which are crucial for attracting and retaining customers, investors, and employees. Effective public relations and communication strategies can help private organizations to improve their credibility, establish themselves as industry leaders, and distinguish themselves from competitors. Further, the proposed impact of public relations and communication on economic sustainability was also indicated, consistent with the argumentation by Karmasin and Voci [61]. According to Karmasin and Voci, private media organizations play a critical role in economic sustainability by providing news and information that inform citizens, facilitate democratic processes, and support businesses. As key players in the media industry, private media organizations develop job opportunities and contribute to the economy’s growth.
Likewise, this study informs policymakers of the significance of developing policies that promote economic sustainability. This goal can be achieved by creating a conducive environment for organizations to thrive, supporting private sector organizations, and creating jobs. This study also suggests the need for policymakers to foster partnerships between businesses by creating platforms that allow organizations to share ideas and collaborate on projects. Policymakers can also provide funding and support for joint ventures between businesses. The affirmed positive impact of public relations and communication on fostering relationships indicates that Emirati media organizations give serious consideration to having friendly relations with other organizations. As United Nations [62] noted, private media organizations foster partnerships through effective PR and communication practices by creating collaboration and knowledge-sharing opportunities with other organizations. By leveraging their networks and expertise, private media organizations facilitate partnerships that foster innovation and growth in their industries.
Finally, the study also highlights the importance of encouraging innovation in the corporate sector. Policymakers can provide funding and support for research and development initiatives in organizations. They can also create policies encouraging businesses to adopt innovative technologies and practices that enhance their efficiency and competitiveness. Despite the proposed impact remaining insignificant in Emirati scenario, the role of public relations and communication undeniably promotes innovation, as also suggested by existing studies [63,64,65].

7.3. Limitations and Recommendations

Some basic limitations exist based on the nature and methodology applied in the current research. First, the scope of this study was limited to the United Arab Emirates. The focus was on the economic sustainability goals described by the Emirati government. Future researchers can focus on other forms of sustainable development goals in the UAE and the role of media organizations in overcoming the relevant limitation. Additionally, using these constructs to analyze them in other geographical locations could also be of great significance. Second, the researchers applied only two strategies adopted by public relations and communication to ensure economic sustainability. Future researchers can focus on other strategies to provide in-depth details about the strategies adopted by public relations and communication personnel to ensure economic sustainability. Finally, the insignificant effect of public relations and communication on promotive innovation also added more to the limitations of the current research project. Future researchers can test the relevant hypothesis, which can be affirmed per the gathered data.

Author Contributions

Conceptualization, F.F. and R.J.; methodology, R.S.; software, M.M.; validation, K.Z., F.F. and R.J.; formal analysis, F.F.; investigation, F.F.; resources, R.J.; data curation, R.J.; writing—original draft preparation, F.F. and R.S.; writing—review and editing, K.Z.; visualization, M.M.; supervision, M.M.; project administration, K.Z. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Not applicable.

Data Availability Statement

Not applicable.

Conflicts of Interest

The authors declare no conflict of interest.

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Sustainability 15 07933 g001 550
Figure 1. Measurement model of the study.
Figure 1. Measurement model of the study.
Sustainability 15 07933 g001
Table
Table 3. Demographic strata of selected respondents.
Table 3. Demographic strata of selected respondents.
Demographics Operationalization of DemographicsN%
GenderMale19549.2%
Female20250.8%
Position/RankOwner/Board of Directors5313.3%
Manager12731.9%
Other17744.5%
RaceMiddle Eastern/Gulf8220.6%
South Asian10729.9%
European9122.9%
USA5112.8%
African4310.8%
Other235.7%
Total 397100%
Table
Table 4. Measurement items for Public Relations and Communication.
Table 4. Measurement items for Public Relations and Communication.
S/R.Items
1.My organization strongly focuses on PR and communication practices.
2.My organization conducts workshops and training programs to improve our PR skills.
3.We ensure that we excel in our communication practices.
4.We practice two-way communication to keep a balanced communication with our clients.
Table
Table 5. Measurement items for Economic Sustainability.
Table 5. Measurement items for Economic Sustainability.
S/R.Items
1.My organization has economic policies to prevent unemployment.
2.My organization has economic policies to give an equal opportunity to individuals looking forward to working with us.
3.My organizational policies are aimed at reducing poverty and equity.
4.My organization emphasizes focusing on research and development (R&D) studies for better economic performance.
Table
Table 6. Measurement items for Fostering Partnerships.
Table 6. Measurement items for Fostering Partnerships.
S/R.Items
1.My organization believes in using PR to communicate with other organizations.
2.Public relations (PR) personnel in my organization make efforts to hold regular meetings.
3.Public relations (PR) personnel in my organization ensure partnerships with fellow organizations to ensure civic engagement.
4.Public relations (PR) personnel in my organization encourage me to build and sustain interpersonal trust.
Table
Table 7. Measurement items for Promoting Innovations.
Table 7. Measurement items for Promoting Innovations.
S/R.Items
1.Public relations (PR) personnel in my organization encourage online communication rather than face-to-face meetings.
2.Public relations (PR) personnel in my organization encourage improved strategy adoption for corporate communication.
3.PR managers frequently evaluate the current work approaches.
4.Public relations (PR) personnel in my organization encourage us to share our ideas and innovation solutions to problems.
Table
Table 8. Pearson correlation coefficient of constructs.
Table 8. Pearson correlation coefficient of constructs.
PR and CommunicationCorporate Sector OrganizationsEconomic SustainabilityFostering RelationshipsPromoting Innovation
PR and Communication0.571
Corporate Sector Organizations0.1370.693
Economic Sustainability0.548−0.0180.583
Fostering Relationships0.1440.1560.0390.727
Promoting Innovation−0.0130.0350.0300.0140.917
Table
Table 9. Path analysis of the constructs.
Table 9. Path analysis of the constructs.
Relationships Coefficient (β) t p
Public Relations and Communication → Corporate Sector Organizations0.1592.7450.006
Public Relations and Communication → Economic Sustainability0.43413.0220.000
Public Relations and Communication → Fostering Partnerships 0.1502.8870.004
Public Relations and Communication → Promoting Innovations −0.044−0.2630.792
Table
Table 10. Regression Results.
Table 10. Regression Results.
CSR aECS bREL cINNO d
Coefficient3.5272.2373.2913.852
t-statistics2.74113.0052.884−0.263
p-value0.0000.0000.0040.793
a: R2: 1.37, adjusted R2: 0.016, F: 7.514, sign: 0.000. b: R2: 0.548, adjusted R2: 0.298, F: 69.133, sign: 0.000. c: R2: 0.144, adjusted R2: 0.018, F: 8.313, sign: 0.004. d: R2: 0.013, adjusted R2: −0.002, F: 0.069, sign: 0.793.
Table
Table 11. Descriptives of study responses.
Table 11. Descriptives of study responses.
ItemsMiniMaxMeanSDVar.
PRC1343.940.2340.055
PRC2343.900.2950.087
PRC3243.860.3740.140
PRC4243.870.3600.129
ORG1043.810.6810.463
ORG2343.920.2650.070
ORG3243.900.3410.116
ORG4243.900.3330.111
Table
Table 12. Descriptives of study responses.
Table 12. Descriptives of study responses.
ItemsMin.Max.MeanSDVar
ECS1243.950.2310.053
ECS2243.960.1980.039
ESC3243.930.2710.074
ESC4243.890.3390.115
REL124.002.44581.312421.722
REL234.003.89170.311170.097
REL324.003.84890.372450.139
REL4243.930.2750.076
INO10.004.003.64230.883650.781
INO20.004.003.58940.918490.844
INO30.004.003.76570.821450.675
INO40.004.003.72040.831760.692
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Farhi, F.; Jeljeli, R.; Slamene, R.; Mohsen, M.; Zamoum, K. Towards Communication in Achieving Sustainable Economic Development Goals: The Role of Communication in UAE Media Institutions. Sustainability 2023, 15, 7933. https://doi.org/10.3390/su15107933

AMA Style

Farhi F, Jeljeli R, Slamene R, Mohsen M, Zamoum K. Towards Communication in Achieving Sustainable Economic Development Goals: The Role of Communication in UAE Media Institutions. Sustainability. 2023; 15(10):7933. https://doi.org/10.3390/su15107933

Chicago/Turabian Style

Farhi, Faycal, Riadh Jeljeli, Radouane Slamene, Merhan Mohsen, and Khaled Zamoum. 2023. "Towards Communication in Achieving Sustainable Economic Development Goals: The Role of Communication in UAE Media Institutions" Sustainability 15, no. 10: 7933. https://doi.org/10.3390/su15107933

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