Bridging competency gaps in UAE government communication: Assessing skills,challenges,and professional development needs

Abstract

This study explores the competencies, skill gaps, and challenges faced by public relations (PR) and government communication (GC) practitioners in Sharjah’s governmental entities, with a focus on their professional development needs and organizational dynamics. Grounded in the Competency Model framework, it offers an empirical assessment of technical proficiencies and workplace demands using a structured survey administered to 293 practitioners across 36 institutions in the Emirate of Sharjah, United Arab Emirates. Findings reveal a predominantly female, well-educated workforce, with many practitioners holding university degrees and mid-level experience. However, the prevalence of younger professionals raises concerns about knowledge retention and mentorship. Strengths were observed in interpersonal communication, event management, and leadership skills. In contrast, significant gaps were noted in technical and digital design competencies, emphasizing the need for improved digital literacy as GC increasingly shifts to online platforms. Demographic factors, including gender and education, significantly shape competency levels and development needs. Strategic communication, digital engagement, and event management were identified as key areas for capacity building, while ethical standards and creative problem-solving emerged as critical for fostering innovation and accountability. The study concludes that human resource issues and skills deficits outweigh budgetary concerns, underscoring the need for targeted training to enhance GC effectiveness.