uniqueness of culture in the Arab culture can be both a threat and an opportunity. Cultural aspects allow PR practitioners choose the most effective message and communication channel for a specific audience. The smallest linguistic problems can be very dangerous because they lead to a total breakdown in the communication process.

Another unique challenge is put to the UAE community public relations practitioners, rooted in the level of ambiguity in the communication process. According to scholars, the communication is within a range from high to low context cultures. They also emphasize the importance of direct and precise verbal messages in low context cultures. United States and northern Europe are the typical low context cultures, while the Arab, African and Asian countries tend to transmit the importance of the message vary depending on the environment, attitudes, individual and personal relationship. As such, public relations practitioners in UA E placed face additional challenges posed by cultural differences, rooted in the level of ambiguity.

Another problem is the lack of opportunities and training area. Public Relations practitioners in the UAE are not as nimble as the rest of the developed world. The reason for this is attributed to a relatively small role in public relations rooted within the country and also a relatively short history of practice.

High digitization of the UAE and state control over the main communication channels form a unique information environment of the local community. On the one hand and relatively high invention of the internet is changing the nature of public relations by shifting the focus to a new communications landscape. But at the same time, high dependence on traditional media channels by the government reduces the scope of opportunities that the control of PR services in the UAE during the advent of the printing press, radio could be realized, and the television always has a social culture changed by the granting of power and opportunities for the poorest segment of society, the Internet could have a similar effect on society. Interestingly, because of the interests within the Community UAE Clash, the result of such a relationship and its impact on the public relations may be little point predicted. As such, public relations practitioners are a new threat to the uncertainty.