This chapter provides a historical narrative of the evolution of public relations practice in the United Arab Emirates since its independence in 1971. This narrative describes the prevailing perceptions and early uses of PR in the country, which intersect in many ways with traditional hospitality functions. Socio-cultural factors impacting the evolution of public relations, such as the role of the Emirati ‘majlis’ as an indigenous Gulf institution, is discussed, focusing on its communication and PR dimensions. The chapter gives an overview of the media landscape in the UAE. It illustrates and critically assesses the unique context and status of public relations in the UAE today, including professional practice in PR agencies and public sector organisations and the role of regional professional PR organisations. Two case studies are used to illustrate public relations practice in one or more of the above-mentioned areas. Finally, implications and future directions are discussed.