Imperative for an Arab model of public relations as a framework for diplomatic, corporate and nongovernmental organization relationships

This paper concludes that the process of public relations, as well as the outcomes, is critically important in maintaining a metabolic balance and harmony within society itself-a requisite for the health and well-being of nation-states, corporations and nongovernmental organizations. Much of this process involves communication as a ritual, rather than communication as transmission of information; it involves interpersonal communication, rather than mass communication. It involves relationship-building as opposed to persuasion. Much of this process has been found traditionally in Arab culture, and these rich traditions should be recognized and examined for their utility and value in developing an Arab model of public relations to help resolve the plethora of 21st Century issues that threaten global stability and ultimately the well-being of all cultures and societies.