Conclusion

This chapter reflects on the earlier chapters of the book, (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates), synthesising the information and recommendations that have been provided to contextualise GCC countries’ public relations practice within the global arena of public relations scholar/educators, students, and practitioners. The chapter attempts to predict the trajectory of GCC countries’ public relations research and scholarship and how this research will integrate with other public relations scholarship worldwide. Building on this book, future research could focus on comparative studies that investigate the differences and similarities of the current practice of public relations among GCC countries, representing the next step in studying public relations in the GCC. Scholars from the six countries should collaborate to design research that would provide more understanding to the current practice in these countries.