Abstract

The Dubai Police Force has consistently engaged in community-oriented projects over many years. However, there has been a lack of data to assess the effectiveness and characteristics of these initiatives, especially from a public relations perspective. This study analyzes the communication strategies employed by the Dubai Police to articulate their values and objectives through community engagement programs. Employing a case study methodology, this study gathered data from a multitude of sources including the Dubai Police. The analysis reveals that the Dubai Police have launched three distinct types of community engagement efforts: occasional, regular, and ad hoc, with a primary focus on initiatives targeting youth, economically disadvantaged individuals, K-12 educational institutions, and overall community safety. The primary channels utilized by Dubai Police for information dissemination and interaction with citizens have been digital and social media platforms.

Additionally, this study offers strategic recommendations to enhance the effectiveness of the community engagement campaigns from a public relations standpoint. Considering the

existing gap in literature regarding the role of public relations of the Dubai Police and other governmental entities in the United Arab Emirates (UAE), this study contributes significant insights, potentially guiding future public relations efforts across various governmental levels within the UAE.

Keywords: police, public relations, community engagement, community initiative, community policing, case study, UAE