An investigation into the experiences of Public Relations practitioners in Bahrain comparing with understanding Public Relations from western concepts : A case study within the Ministry of Education

Abstract

Abstract: This research compares differences in practicing Public Relations within the Ministry of Education in Bahrain and western concepts. The dominant theory of Public Relations within western countries (Grunig's theory) is considered basic for understanding and practicing Public Relations from a strategic management function. New insights and emotions from the perspectives of Public Relations practitioners at the Ministry of Education were gained through conducting a qualitative approach. The objectives of the research concentrate on answering questions about the purpose of practicing Public Relations and the roles of practitioners at the Ministry of Education. Linking practical perspectives of participants with the academic perspective to explain models of the theory practiced with the Ministry of Education. In addition, exploring the role of domestic culture for Bahraini society in understanding and practicing Public Relations. For a case study strategy, observation and in-depth interviews were conducted to gain qualitative data from five Public Relations practitioners within the Ministry of Education. The results demonstrate two models: public information and part of two-way asymmetric communication The purposes of informing and persuading reflect common practices between the Ministry of Education and Western concepts. However, Public Relations practitioners at the Ministry of Education have been doing a mixture of technical tasks under the title Public Relations and Media Directorate. Most of the tasks concentrate on media relations, hospitality and protocol, and organizing events, as well as some participants have done others related to marketing and secretary. Although Western cultures exert influence on Bahraini society, practicing Public Relations within the Ministry of Education faced powerful influence from domestic cultural values. The research suggests practicing Western concepts of Public Relations through implementing the function of strategic management and Public Relations research