Developing a communication strategy for bilateral relations between UAE and South Africa

Abstract

In order to study the overall impact and develop a communication strategy in reference to bilateral ties, as well as the power game between the UAE and SA to further strengthen the bilateral relation, research has been carried out. The overall aim of this research study was to develop communication management strategies that would help to further strengthen the bilateral relation between SA and UAE and examine how bilateral relation affects the countries. Both countries were selected due to their past record of cooperation and their politically interesting positions. Given the fact that this research was constrained by both time and available resources, primary and secondary methods of data collection were employed to process the findings of this study. Ghauri & Grønhaug (2005) aptly described these methods of conducting research as very cost-effective. Taken into account the nature of the subject matter, it was considered best to use the two methods. Therefore, the primary data were collected with the use of questionnaire and interview method while the content analysis was conducted using published content in newspapers, namely the Gulf News and The National from the UAE and Business Day and Sunday Times from SA. Other sources included Press Reader, official government press releases, and news from leading, global news sources such as CNN and Bloomberg. The descriptive analysis and the content analysis concerning both of the countries established that there is a newly-formed ties between the two countries in a positive light. Findings revealed and established the various agents responsible for communication management for bilateral relations which included (UAE Embassy in SA, Ministry of Foreign Affairs and International, UAE, SA Embassy in UAE, Department of International Relations and Cooperation, South Africa, South Africa traders in UAE, UAE traders in South Africa, UAE diplomat to SA and SA diplomat to UAE) and their effectiveness in their roles between the two countries, on the same vein, the nature of bilateral relation that exist between the two countries have been discussed and established. The study highlighted in details the social, political and economic impact of bilateral relation between the two countries, while strategic communication has been highlighted in detail. The research findings of this study determined that bilateral ties between the countries are comprised of their overall cooperation in politics, social and economic activities. The relations between the UAE and SA was dated back to 1994, and since then, the two countries have been focusing on cementing their ties, so as to be able to mutually benefit from them. The political, social and economic relations between these two countries have remained strong over the last decade, in terms of economy, there was 37% increase in trade between the two countries in the previous year, with SA being one of the biggest suppliers of food to the UAE. This is, in part, due to the fact that 200 South African businesses are operating within the UAE, while about 100,000 South African expatriates are permanently based there. The political relation between the two countries was evident in the new South African president visit to the UAE in his first official state visit. That visit was marked with significantly positive results: various agreements were signed between the leaders of the two countries. The social impact is evident in the way the citizens of the two countries relates with each other in terms of social gatherings and other social activities However, it was also established and developed in the study the various communication management strategies that would help to further strengthen the bilateral relation ties between the two countries, some of the communication strategies developed and established in the study include: the encouragement of inter country marriage; the encouragement of the citizens to invest in UAE and SA and vice versa; the encouragement of sporting activities between the two nations; the adoption of constant dialogue strategy; the adoption of the use constant bilateral conference and finally the creation of Joint Ministerial Commission (JMC) between SA and UAE.