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Dr.Khayrat Ayyad Faculty Member Academic RankAssociate Professor
Khayrat Ayyad

Specialization:

  • Public Relations

Research Interests:

  • Digital public relations | Reputation management | Digital transformation | Government communication

Contact

PhD in Media, University of Leicester, UK MA in Public Relations, Faculty of Mass Communication, Cairo University. BA in Public Relations, Faculty of Mass Communication, Cairo University.
With an experience of more than 25 years in academic field and teaching communication and public relations subjects, teaching philosophy should concentrate on creating an environment where students are empowered to think critically and creatively and to acquire knowledge, communication skills and digital techniques needed for employability capabilities in media and public relations sector in the UAE.
Lead the Committee to establish the 5 years Strategy of Sharjah Media Council, 2018-2023. Lead the Committee to establish the 5 years Strategy of Sharjah Government Media Bureau, 2018-2023. Member of Academic Committee of International Government Communication Forum, 2019-2021. Member of Council for the Scientific and Consultancy Office of the University, 2018-2019. Member of University Committee of International Relations & Ranking (UCIRR), 2019-2022. Member of Curricula & Study Plans in the University and coordinator of sub-committee in Humanities & Social Sciences, 2018-2022. Member of Committee for Refereeing the Annual Faculty Incentive Reward in Teaching, 2018-2021. Supervisor of Graduation Project Exhibitions, 2015-2022.
Title of the Grant: Digital transformation in UAE Media institutions: Implications for content production, professionalism and stakeholders’ engagement. This project is carried out with collaboration with Sharjah Media City (Shams). Grant Team: LPI: Khayrat Ayyad Role: Coordinated with SHAMS to get the funded project & form the team. In charge of preparing the research project draft, managing the project with the team & University. Preparing literature review, theoretical framework & methodology. Carrying out in-depth interviews with digital departments directors in 3 newspapers. Prepare & wrote the final report. Co-I 1: Ahmed Farouk, Role: in charge of survey part of the project. Designing the coding sheet, managing data collection and analysis, writing research part related to online survey results. Co-I 2: Mohamed ben Moussa, Role: in charge of content analysis part of the project. Managing data collection & analysis. Writing research part related to content analysis results. Co-I 2: Ahmed Omer, Role: in charge of carrying interviews with digital departments directors in media organizations (TV & Radio). Grant Time Frame: January 2021 - January 2022 ( AED 100,000 ) Title of the Grant: Strategies to activate the practice of government communication in government departments and agencies in the Emirate of Sharjah. This project is carried out with collaboration with Sharjah Government Media Bureau (SGMB). Grant Team: LPI: Khayrat Ayyad Role: Coordinated with SGMB to get the funded project. Forming the research project team. In charge of preparing the research project draft, managing the project with the team & University. Preparing literature review, theoretical framework & methodology. Preparing & wrote the final report. Co-I 1: Ahmed Farouk, Role: in charge of survey part of the project, managing data analysis, writing a research part related to survey results. Co-I 2: Engy Khalil, Role: Role: Designing the coding sheet draft, managing data collection, writing a research part related to survey results. Co I 2: Sharefa Almarzouki, Role: Preparing sample of the research, managing data collection and field wok. Grant Time Frame: November 2021 - November 2022. ( AED 100,000 )
Books: Ayeish, M, Ayyad, Kh., Farouk, A. & Robyaan, S. (2021), Government Communication: theory and practices. Sharjah Government Media Bureau. Ayyad, Kh. (2020), Principle of Public Relations: history, concepts, processes and ethics. Brighter Horizon Publishers. Ayyad, Kh. & Farouk, A. (2015), Online Public Relations & Organizational Communication, Egyptian Lebanese Publisher. Al-Gammal, R. & Ayyad, Kh. (2014), Public Relations Management: a strategic approach. Egyptian Lebanese Publisher. Journal Articles: Ayyad, Kh. & Sallam, R. (2021), Peace Journalism, Egyptian online journalism’s handling of 2011 & 2013 revolutions, Arab Media & Society, 32(1), 00-00. Ayyad, Kh. (2019), Motivations of Using Social Media through Smart Phones among University Students in the United Arab Emirates. Journalism and Mass Communication, 9 (2), 1-11. http://dx.doi.org/10.17265/2160-6579/2019.02.001 Ayyad, Kh. (2019), Contemporary trends in Digital Public Relations Research; analytical study. Journal of Humanities & Social Sciences, 16(2): 1-37. http://dx.doi.org/10.36394/jhss/16/2A/11 Ayyad, Kh. (2017), The Relationship between Sell phone’s Usage as a Communication Medium & Academic Performance among University Students. Arab Journal of Media and Communication, 18: (11-38). Ayyad, Kh. (2017), Job Satisfaction of PR’s Practitioners in Governmental Organizations in the UAE, Arab Journal of Media & Communication Research. 5(17): 4-25. Ayyad, Kh. (2016), Relationships between PR Practitioners and Mass Media, a study on Governmental Corporations in Dubai. Journal of Humanities & Social Sciences 13(1), 1-29. Book Chapters: Ayyad, Kh. & Farouk, A. (2015) Egypt in T. Watson (Ed.) Middle Eastern and African Perspectives on the Development of Public Relations: Other Voices (pp. 34-50). Palgrave Macmillan
Introduction to Public Relations | Strategic communication | Digital public relations | Crisis communication | Media research methods | Public relations Management
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