The industry of public relations (PR) within the United Arab Emirates (UAE) is
lagging corresponding to the advancements which are happening in the external
world. In this context, social media has been regarded to be the primary catalyst
in terms of pushing the PR industry of the UAE to cope with the continuous
alterations of the external environment. The research initially included secondary
research where qualitative data has been collected for drawing hypotheses
regarding the impact of social media on the public relations industry of the UAE.
The Mixed method of data collection has been done using face to face interviews
and surveys based on questionnaires sets. Based on the findings, the MODE
method has been implemented for finding out the central tendencies of the
responses, and thematic analysis has been performed. It has been analyzed
and concluded that social media does impact in a highly positive manner in the
industry of public relations of the UAE.