Public relations is one of the fastest growing industries in the world - evidenced by the fact that the world's largest advertising groups have all invested in acquiring public relations firms in the past decade. Despite a great deal of misunderstanding in the Arab world about the role of public relations, the industry is developing rapidly in the Middle East and the business sector is currently worth over $25 million per annum.

Public relations is the communications discipline that plays a pivotal role in defining, developing and protecting reputations. Public relations ensures communications with key audiences, promotes understanding between different people and organisations, and influences opinion. It is also the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. In the Middle East, where reputations are critical to business success, public relations plays a key role in government and business planning and policy. Public relations consultancy firms in the Middle East are relied upon by a wide variety of business, government and non-profit organisations to provide strategic council on communications policy and building reputations.