What we’re seeing is a natural evolution. PR today goes beyond media relations. It now includes social media, content creation, influencers and digital visibility. At its core, though, PR is still about trust. That hasn’t changed.

World PR Day, marked every year on 16 July, is a chance to pause and reflect. The tools and platforms we use have moved on – media interviews are now podcast conversations, press coverage is shared as reels and stories and news updates reach audiences in real-time. The way we communicate may look different, but the goal is still the same. PR is, and has always been, about people. It’s about saying something honest and meaningful in a way that connects.

Here in the UAE and across the wider region, PR continues to play an important role. It helps shape national identity, supports economic growth and tells stories that connect locally and globally. Cultural insight and Arabic-language storytelling are key to making that impact, and are often led by PR teams working closely with creatives to get the message right.

Today’s audiences are better informed and more selective. They expect authenticity and are quick to spot anything that feels forced. A report by Demand Gen found that 96% of B2B buyers want content that shares insights from real industry experts. People want useful information, they’re looking for value and clarity, not corporate posturing.

When content is relevant and human, it delivers results. According to imFORZA, leads generated through SEO – often driven by strong editorial content – convert at a rate of 14.6%. In comparison, traditional outbound tactics like print ads or cold emails convert at just 1.7%. People respond when communication feels real and helpful.

In this region, PR has become more strategic. It plays a central role in how organisations lead, engage and adapt. From launching public initiatives to managing reputations, PR is no longer a support act, it’s part of the main stage.

This level of influence comes with responsibility. In an age of short attention spans and rising misinformation, the strongest communication is built on three simple principles: honesty, empathy and usefulness. These aren’t buzzwords. They’re the foundation of trust.

World PR Day isn’t just a moment of recognition. It’s a reminder that while tools and formats may change, the essence of our work doesn’t.

The best communication doesn’t just land, it resonates, builds understanding and earns trust. And it always begins with people.

The rise of AI generated text, images and videos are contributing to information pollution, rendering it difficult to make informed choices and clear decisions. The need for ethical and responsible communicators to tackle information pollution has never been greater for governments, public institutions, corporates and society at large.

The PR industry globally has been recognized as a highly dynamic industry that faces a fast-evolving environment that requires quick adaptability. However, it is time for the industry to seriously think and invest time and resources into developing and training the next generation of communicators. As a media educator teaching future communicators and also engaging with the industry, the questions I’m frequently asked are: What does the industry need to do? Where do they start?

The saying goes that the hardest part of a journey is the first step. But in this case, I list below a few easy steps industry professionals can take to be responsible guardians of this profession.

Nurture young professionals

There is high pressure to adapt to continually changing digital tools and media, evolving platforms and expectations from clients and audiences. Conversation across thought pieces, LinkedIn posts, podcasts, blogs all around are about the future of the industry.

The impact and use of AI has captured the larger conversation, but the industry must truly think about the future of human capital in the industry. The next line of young professionals need to be nurtured – those in universities aspiring to be the guardians of reputation and who dream of being future storytellers creating global campaigns that inspire meaningful change. The industry owes a responsibility to safeguarding the ‘Human Intelligence’ of the profession and not let it be overrun by artificial intelligence.

Create opportunities for human ideas

Technology changes over time but story-telling and human ideas are what make originality invaluable. Critical thinking is a skill that comes with experience and it’s the duty of the industry to create opportunities for the next generation. Most educational courses build the foundation, and many do not have the resources or budgets for expensive online tools and specialized industry software. There are high expectations from companies for young graduates to know industry tools and platforms and start delivering results immediately.

Most times it is a matter of communicators not communicating enough. You will be surprised how receptive educational institutions are when industry professionals reach out to them offering to take guest sessions on topics that are industry relevant and current.

PR Associations and PR companies must take it upon themselves to tie-up with universities, colleges, institutions to impart training that makes students more job ready and overcome inexperience by offering internships. Reach out to your local university or college that offers a communications course and offer guest talks or lectures or even on-site demonstrations of digital tools and platforms. It would be great if communication professionals made it a personal corporate social responsibility (CSR) goal to help future communicators by delivering one or two guest sessions in a year.  

Understanding this significance, I ensured that my university has memberships in professional organizations that allow students to be part of industry events and training programmes. Events are heavily discounted to incorporate and encourage students to be part of these industry initiatives. These opportunities provide students a ring-side view of industry professionals in action and make them aware of current challenges and opportunities the industry faces.

Finding future talent

These interactions also have a hidden benefit to professionals as it allows them to interact with young professionals, enabling them to spot promising young talent. True story: several of my students have been hired by industry professionals who have visited the campus for guest sessions, and it has saved them a lot of time and resources headhunting fresh talent. 

Be mentors not managers

It’s easy to forget this basic principle in today’s fast paced environment where every minute is valuable – young professionals need mentors not managers. I see the difference between my students who join the industry and have the good fortune of having a good mentor to report to versus the ones who burn out under managers who see them as cheap labour leading to self-doubt. Young professionals thrive, grow and excel in companies that value them and go on to becoming long term assets to the companies that hire them.

Young professionals need to be taught authenticity over virality. Effective communications is not a race against algorithms but an art in efficiently using them to achieve SMART goals. Young professionals and students need to be taught that communications need to be genuine, long lasting and credible, a tough ask where young minds equate media mentions, likes, shares and comments as parameters of success.

Genuine interactions require time, patience and knowledge that comes with experience and who better than industry professionals to share and pass on their wealth of knowledge to the next generation of professionals?

Create and share local case studies

PR professionals also need to encourage clients to allow them to share some of their work with educational institutions and young professionals as case-studies. Textbooks and readings contain international examples that are continuously repeated yet there is often a void when it comes to studying local campaigns that incorporate cultural, religious and societal sensitivities required in the region where the young professionals are based. Many companies develop award winning work that vanishes into storage and never sees the light of day again. These successful campaigns need to be given a second life as easily available case studies to students in the region offering insights on what worked and what didn’t.

As much as global success stories are repeated in classrooms, there is always space for new home-grown stories that were implemented locally and need to be celebrated for their success or critically analysed for shortcomings as there is no one-fit-all solution in communications. While educators do bring popular and current examples to class, an industry insider sharing real case studies makes a different kind of impact. Professionals are usually surprised how some of these sessions are learning sessions for themselves as stereotypes are broken down and new ideas are gained.

Value youth, creativity and freshness 

Many professionals will be surprised how much value and ideas young professionals bring to the field. Their ideas and contributions allow companies to shrug off a sense of complacency that can creep into traditional industry practices. The youth are born with technology and more at ease with the digital landscape that allow companies to stay ahead of trends and reach out to an ever-increasing youthful online audience.

Adoption of AI tools is bound to make offices leaner, resulting in less and younger talent. However, on the positive side these tools automate several time-consuming processes that can potentially free up time for focussing on original storytelling, critical reasoning and building authentic relationships with clients, bringing the human element on top.

Current professionals will have to continuously upskill and engage in lifelong learning to stay ahead of the curve, and they will need to ponder what Peter Schutz said, “Hire character. Train skill.” As much as AI takes over processes, there is still a need for human oversight and creativity, and there is no better time than now for the PR industry to invest in the next generation of professionals. Otherwise, the industry risks being rendered irrelevant against an onslaught of misinformation and disinformation, impacting social, economic and political stability.

Editor’s note: The article’s original post is here.

Beyond Media Relations: The Expanding PR Toolkit

PR is no longer limited to securing quotes in national dailies or organizing press briefings. Today’s communications professionals are expected to wear many hats: content strategist, storyteller, and analyst all in one. According to the 2024 Global Communications Report by USC Annenberg, 74% of PR professionals now consider content creation a core responsibility. From writing thought leadership pieces and scripting reels to managing newsletters and podcasts, the modern communicator is a creator.

Influencer marketing, once the domain of advertising, is now part and parcel of PR. 67% of PR professionals say they’re integrating influencers into their campaigns. Whether it’s macro-celebrities or micro-niche voices, influencer strategy has become central to narrative amplification.

Analytics is also a necessity. Numbers help us understand conversion. Success in PR is measured through media impressions, engagement rates, sentiment shifts, and most importantly audience behavior. Tools like Similarweb, Meltwater, Telum, Sprinklr, and Google Analytics have become as fundamental as a well-maintained media list. PR is increasingly data-driven, enabling sharper targeting, more precise audience segmentation, and smarter storytelling.

LinkedIn and the New Authenticity: Personal Branding with Purpose

For business leaders, personal branding is essential. Platforms like LinkedIn have made it easier than ever to share stories, ideas, and build trust at scale. Thought leadership is no longer limited to keynote speeches or formal reports. It now lives in casual posts, behind-the-scenes moments, and honest reflections. The most successful leaders today feel real and relatable, not distant or overly polished.

This shift reflects a broader trend in PR, with brands moving away from perfection and embracing authenticity. Today’s audiences crave genuine stories and people who stand for something real. Purpose-driven storytelling, especially in the post-COVID era, has become central to communication strategy. Consumers are quick to call out performative messaging. Instead, they reward transparency, whether it’s a leader sharing a personal failure or a brand opening up about its challenges.

For PR teams, this means curating executive voices and brand narratives with intention. It’s all about building credibility and visibility through truth, consistency, and connection.

What’s Next: Trends Shaping the Future of PR

The future of PR is being written right now, and it is agile and tech-enabled. AI tools like ChatGPT, Jasper, and Grammarly are transforming how PR teams operate. They help with everything from drafting content to tracking sentiment and personalizing pitches. While creativity remains irreplaceable, AI is allowing us to work faster and smarter.

 Crisis communication, especially in the post-COVID landscape, now extends beyond the boardroom. Social media backlash, data breaches, and misinformation are real-time threats that demand rapid-response frameworks built on empathy and transparency.

At the same time, the media landscape is shifting. With traditional outlets and new-age platforms coexisting, earned media now competes with owned and paid media. The result is a hybrid media model where integrated strategies combining editorial, influencer engagement, content marketing, and community-building are essential. Meanwhile, micro-influencers, those with under 50K followers, are proving especially powerful. They offer higher engagement and deeper trust than traditional celebrities. In regional and community-driven markets, their relatability and authenticity are driving real impact.

PR Leadership in a Narrative-Driven World

The role of a PR professional today is both exciting and demanding. Beyond being the architects of reputation and creators of narratives, they are also navigators of change. PR holds the unique power of storytelling, and PR professionals are born to harness it. They aren’t magicians, nor do they promise instant results. Often, their role is to guide brands with honesty, explain what’s possible, and ground expectations in reality. Sometimes, the job is about educating, not just promoting. Like anything meaningful, building a strong reputation takes time. PR is all about persistence, consistency, and staying true to the story. Keep telling it, keep showing up, and over time, your message will find its purpose and its audience.

Following a competitive pitch, Brazen MENA has been chosen by Conrad Dubai as a partner for all press and media needs. Brazen MENA has been appointed to increase awareness of the Conrad Dubai brand as a whole, firmly establishing its existing F&B outlets, MICE facilities, rooms, and wellness facilities on the Dubai scene.

Photo source: Brazen MENA

A leading hotel, Conrad Dubai, prides itself on its ability to suit modern travelers’ needs. With sustainability at its heart, the hotel is passionate about being an eco-conscious market leader. With initiatives such as ‘Green Ramadan’ the hydroponic farm and food waste reduction, Brazen MENA’s objective is to work with Conrad Dubai, to increase awareness of these causes.

In addition, the agency will manage all media and influencer communications, including F&B outlets; Anasa, Kimpo, Bliss 6, and more. Brazen MENA will also look to increase awareness of the property’s room offerings and residences, the unrivaled urban pool deck, and the state-of-the-art, versatile event spaces and packages that are available for both personal and business needs.

Commenting on the partnership, Michael Schmitt, General Manager of The Conrad Dubai said, “We have had Brazen MENA on our radar for quite some time given their excellent reputation within the region. Not only did they present a compelling pitch, but their dedication and passion were more than apparent from the first moment we met and we are delighted to be working with them as our communications partners”.

Louise Jacobson, Managing Partner of Brazen MENA further added, “We are thrilled to be handling the communications for Conrad Dubai. This partnership with the bustling Dubai city-center hotel only serves to strengthen our authority as communication leaders across the hospitality and luxury scene. We very much look forward to generating fantastic results using our signature approach – creative intelligence.”

Far beyond mere adjustments, the upcoming trends in public relations signal a profound shift, challenging conventional tactics and demanding fresh, forward-thinking strategies. The stage is set for an exciting journey where adaptation, innovation, and technological acumen will be indispensable for success in an increasingly competitive and interconnected world. Welcome to the era where PR isn't just a strategy; it's a dynamic force shaping the future of strategic communication.

Impact of Technology- Especially AI

Artificial Intelligence (AI) is bringing revolutionary changes in the way individuals and brands communicate and engage their audiences. By deploying AI into PR initiatives, firms can anticipate customer behavior, tailor interactions, and improve communication and user experience through AI-powered chatbots, advanced data analytics, and predictive analytical tools.

2024 will bring exciting usage of AI to redefine client journeys, optimize targeting tactics, and personalize content distribution. AI will not just be a tool but a core member of PR teams, reshaping creative strategies and decision-making processes!

The applications of AI in public relations are diverse, ranging from automating manual tasks such as scheduling and managing social media posts to drafting press releases and responding to customer comments. Chatbots, for example, have evolved beyond handling customer complaints and are now used for answering frequently asked questions and making personalized product recommendations.

Authenticity and Personal Connection

The foundation of long-lasting partnerships is authenticity. Authenticity isn't merely about transparency but forging genuine, heartfelt connections. Brands must go beyond surface-level engagement to evoke emotions, resonate with core values, and authentically mirror the sentiments of their audience. An integral part of this authentic engagement is leveraging user-generated content (UGC). More than just a means of interaction, UGC stands as a powerful testament to a brand's impact and ability to resonate with its audience on a profound level.

An example of this is found in Starbucks' #WhiteCupContest, which invited customers to infuse their creativity by decorating their coffee cups. Beyond the thrill of participation, winners not only secured a $300 gift card but also had their designs immortalized on reusable cups. The ripple effect was profound – this campaign substantially expanded Starbucks' organic reach while shining a spotlight on its commitment to eco-friendly initiatives.

Data-Driven Narratives – Where Creativity Meets Insights

Nike, known for its strong emphasis on athletic performance, has masterfully expanded its market reach by tapping into a broader audience. Data is more than a collection of statistics; it serves as the guiding compass for crafting PR strategies. Marketers may accurately adapt their messaging by using data insights to spark creativity. Analyzing customer behaviors, preferences, and trends gives opportunities for creative storylines that appeal to specific audience segments.

Leverage data analytics tools to understand customer behavior, craft narratives tailored to your target audience, and deliver content that speaks directly to their needs or aspirations. Nike's move into the broader wellness sector, exemplified by its Nike Training Club and Nike Run Club apps, showcases the transformative power of data-driven insights in shaping compelling narratives.

Indispensable power of Human Touch

In the ever-evolving landscape of PR, one constant remains—the undeniable power of human connection. Amidst the intricacies of data and algorithms, the core of human needs for resonance and authentic interactions shines through. As businesses harness the power of technology, the art of humanizing these interactions becomes increasingly important. The key lies in transforming every conversation into an opportunity for meaningful engagement and emotional connection.

The emphasis should be on fostering authentic interactions and empathetic communication. This involves actively listening to the audience, comprehending their needs and emotions, and responding with genuine concern and empathy. Salesforce exemplified this approach by fostering meaningful conversations with its audience, especially during the pandemic. They tailored content that was not just relevant and helpful but also addressed the immediate concerns of their audience, thereby establishing a reputation through thoughtful engagement. In the realm of PR trends for 2024, embracing the human element emerges as an indispensable strategy for elevating success.

Looking ahead to the further evolution of public relations in 2024, it's evident that a careful mix of technological advancements and a human-centric approach is imperative. AI, data analytics, and other technology tools must be integrated with a thorough understanding of human emotions and values. Adopting these trends is not only a strategic choice for brands looking to build long-term relationships with their customers; it's a necessity.

Leadership appointments include Debbi Vandeven as global chief creative officer; Eric Campbell as global chief client officer; Juan Pablo Jurado as CEO for LATAM; Ewen Sturgeon as CEO EMEA; and Audrey Kuah and Yi-Chung Tay, co-CEOs for APAC.

Mark Read, CEO of WPP, said, “Scale matters in today’s world as AI and technology transform marketing and global clients look to simplify their relationships. VML will combine world-class creativity with deep expertise in data, marketing technology, and platforms to deliver a competitive advantage for ambitious brands. It’s another important step forward for WPP as we continue to reshape our offer for the future, simplify our business, and unlock further benefits of scale.”

He continued, “Separately, Wunderman Thompson and VMLY&R are two of WPP’s strongest and best-performing agencies. Together, they will deliver an even wider, fully integrated suite of capabilities to our clients in every market. Marketers today expect seamless links between their brand advertising and technology solutions and platforms. VML provides an immediate solution to this business imperative.”

Over the years, both agencies have partnered globally across clients such as Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé and The Coca-Cola Company.

Performance Over Size

Performance and dedication are the new benchmarks, overpowering the old standards of size and reputation. While the size and reputation of an agency are important, they shouldn't be the main factors considered during the selection process. Instead, performance and commitment should be the new yardsticks. A smaller, local PR agency can offer a higher level of dedication and a more personalized approach than a larger agency, which tends to adopt a factory-like approach to client servicing. Boutique agencies are more agile and flexible, and able to adapt quickly to changes in market trends or client requirements. They are less bound by rigid structures and processes that often characterize larger agencies. Their dynamic nature can translate into more innovative campaigns and better results for brands.

A Dedicated Account Handler

A single capable and passionate account handler could outweigh the advantage of an agency’s global presence. Global presence undoubtedly brings certain advantages, such as access to international markets and resources. But it's essential to remember that successful campaigns are driven by people, not by the size of an agency's network. Within a boutique agency, a single, dedicated account handler, who understands the brand’s vision and communicates effectively, can be far more valuable than having access to a vast, impersonal team spread across multiple locations. 

When your Client's Target Market is Local

Is the global agency's edge over a local one justified when clients' target markets are only local? While global PR agencies often tout their expansive network and resources as key advantages, this might not always bring added value for clients. The perceived advantage of a global PR agency does not hold water when the client's market is predominantly or only local.

Boutique Agencies' Drive

Driven by a proactive spirit, boutique agencies offer unmatched dedication, innovation, and accountability. Boutique agencies are driven by a desire to make their mark in the industry. They are motivated to work hard and grow. The outcome? A higher level of dedication, innovation, and accountability. Smaller teams mean each account is of significant importance. So boutique agencies are likely to go the extra mile to ensure client satisfaction. They are also more likely to take risks and come up with creative ideas, setting their clients apart in the market. With fewer layers of bureaucracy in boutique agencies, decision-making is often faster, and communication is more transparent, leading to improved efficiency and quicker results.

Cost-effectiveness

Unlike larger agencies that have higher overhead costs due to their expansive operations, boutique agencies tend to operate on leaner budgets. With a smaller team, communication is often more streamlined, leading to fewer misunderstandings and more efficient project execution. The reduced likelihood of miscommunication diminishes the need for rework, resulting in both time and money savings. 

A Boutique Agency is an Extension of your Team

Boutique agencies have the unique ability to seamlessly integrate into a brand's existing team, resulting in a highly collaborative relationship. A smaller size and more personalized approach allow them to better understand the brand's culture, goals, and needs. Boutique agencies are often able to offer a level of flexibility and availability that larger agencies may struggle to match, due to their smaller client roster and dedicated focus. Being readily available for last-minute changes, urgent requests, or ongoing support ensures that their client’s needs are met promptly. 

Smaller agencies bring as much to the table as larger ones. Therefore, big brands are urged to consider tying up with smaller agencies that are innovative, proactive, and offer new perspectives. By valuing merit rather than simply looking at size and name recognition in an agency partner, brands can maximize their chances of successful planning and execution.

It is time we rethought the conventional pursuit of agency growth.

A factory-like approach to service

When PR agencies scale up, their operations can begin to resemble a factory rather than a bespoke service provider. Instead of offering personalized attention and tailored work to each client, big agencies may be tempted to adopt a one-size-fits-all approach. This shift in focus from quality to quantity may lead to a decline in client satisfaction—clients may feel like they are just another cog in the machine rather than receiving the attention and care they expect.

Escalating retainer fees

Boutique agencies are often valued for their specialized expertise and close-knit teams, which can lead to a more competitive pricing structure. As PR agencies grow larger, their overhead costs tend to rise, leading to higher retainer fees for clients. This increase in costs may deter potential clients from considering larger agencies, especially if they cannot justify the higher expenses.

Heightened commercialization and formalities

With expansion comes the need for more formalities, stricter contracts, and standardized procedures. Larger PR agencies may become more commercially focused, prioritizing bottom-line results over the individual needs of clients. The result is a less flexible and more rigid approach that could alienate clients seeking a more personalized and creative service experience.

Prolonged delivery times and bureaucracy

As agencies grow, their internal processes can become more complex and bureaucratic, leading to longer delivery times for client campaigns. The nimbleness and agility that smaller agencies can offer often give way to cumbersome decision-making processes. This delay in execution could negatively impact campaign effectiveness and client satisfaction, potentially leading to the loss of key clients.

More planning and talk, less execution and results

To manage larger and more diverse client portfolios, scaled-up agencies may prioritize extensive planning and strategizing over actual campaign execution and tangible results. The focus on meticulous planning may inadvertently shift attention away from achieving measurable outcomes, leading to client dissatisfaction and a lack of confidence in the agency's abilities. Moreover, many big agencies work based on time sheets, as opposed to boutique agencies that adopt performance-based billing. In today’s fast-moving economy, execution and delivery are becoming more important than strategizing and planning.

Lack of personal accountability

In larger agencies, tasks may be divided among a broader team, making it challenging to establish clear accountability for results. When one person or a smaller team handles a client account, there is a more personal sense of responsibility and investment in the success of the campaign. Scaling up can sometimes lead to a diffusion of accountability, hindering client satisfaction and jeopardizing long-term relationships.

Dilution of personalized service

The personal touch and bespoke service that boutique agencies excel at may become diluted as the agency tries to cater to a larger clientele. All of a sudden, not all clients are key accounts. This shift could result in clients feeling undervalued and less appreciated, prompting them to seek a more attentive service elsewhere.

Inexperienced account handlers with no vested interest

As PR agencies expand, they need to hire additional staff to manage the increased workload. Unfortunately, the pressure to scale quickly can sometimes lead to hiring less experienced account handlers who lack the expertise. This inexperience may translate into subpar results and further contribute to the erosion of client trust and loyalty. Even with experience, how much of a vested interest will these executives have in their client's business?

While growth and expansion are undoubtedly essential aspirations for PR agencies, it is crucial to approach scaling with caution and a clear understanding of potential pitfalls. The shift from a boutique to a large agency brings with it inherent challenges, which, if not managed carefully, can result in the loss of valuable clients and a decline in service excellence. Striking a balance between growth and maintaining a client-centric approach should be at the forefront of every agency's strategy to ensure long-term success.

Severity of the Crisis

The report observed that 90% of natural disasters are connected to weather and climate conditions. This is beside the global economy, which is projected to incur approximately $178 trillion in losses in the next five decades due to climate change.

Moreover, climate change is pushing 26 million individuals worldwide into poverty and placing 41 million people on the brink of starvation. Additionally, estimates from international banks suggest that around 140 million individuals in sub-Saharan Africa, Latin America, and South Asia will be compelled to migrate within their own regions by 2050 as a result of climate change.

Communicating Messages is Essential

The current situation and alarming facts have emphasized the importance of effective communication like never before. Whether it is for business or environmental conservation, communicating messages has become crucial.

British naturalist David Attenborough said, "Saving the planet now requires effective communication," emphasizing the essential role of communications specialists and public relations companies in this crisis.

The United Nations made it a salient point in its Sustainable Development Goals, urging the people to take the lead in climate change communication urgently and address its impacts.

Survey Results

The survey shared in the report indicated that 81% of respondents anticipated a rise in the significance of climate change in their work over the next two years.

Additionally, 90% of those surveyed believed that the responsibility of tackling climate change falls on the PR profession. PR professionals also expressed that managing clients in climate action represents a major obligation for them.

IPRA views these survey results as a call to affirm the role of public relations in making a global impact during this crisis. The situation necessitates the development of a range of intricate and adaptable skills among communication practitioners to effectively communicate sustainability messages, bridge the expanding skill gap in the public relations industry, and impart these skills to others.

To read the full report click here.

I wanted to really go back to the basics and educate people on what PR is. I feel it’s the most misunderstood marketing medium, and that’s a challenge that the region faces as a whole. PR isn’t as straightforward as social media, influencer marketing, or events and activations. Appearing in newspapers is not PR; it’s just its output. PR is completely reliant on strategic storytelling and is such an important function because it’s essentially communicating your brand’s message and it’s all about how you do it. I don’t think many people really understand that. So, through this session, and through the work that we do at the agency, we try and educate people on what PR really is and why it’s such an imperative marketing tool.

How do you approach this PR education, including through Catch Academy?

Through the academy, we target fresh graduates and young professionals with a MarCom background. We work with them to fill the gap between formal education at university and practical working environments.

And we do a lot of education with our clients. Typically, the brief that we get is for a launch happening a month later. The client wants to hire us for a 30-day period and stop. That’s where we put our foot down and explain that, of course, we can do that but it’s not advisable. It is our responsibility – and the ethical thing to do – to advise that it’s not really going to pay off in the long run. You cannot stop talking to your audience after a launch because you will be forgotten. Start your work at least three months in advance. Put together your story, your narrative. How do you want to speak to your customers and keep that sustained? You’re going to have more goals to meet so how do you keep that cycle running? Education is our responsibility as professionals in the space and something we need to keep doing for our clients.

Do you see a hunger for this kind of approach?

Yes. Once people understand the benefits, definitely. Of course, there are considerations like budgets and team logistics, especially with younger businesses, which we’re seeing a lot of now in Saudi Arabia. But once the education part is done and understood, there is a demand. And there is definitely a curiosity and a willingness to try and experiment.

What’s your perspective on the state of PR in Saudi Arabia today?

I don’t think it’s being leveraged as well as it could be. Saudi Arabia is a large market with a very young, very tech-savvy population who spends a lot of time on their devices. Advertising and direct brand messaging have been exercised heavily in that part of the world but there’s a lot of room for storytelling, for creating a certain perception of a brand in a way that creates an impact. 

The mediums would definitely be digital but how we communicate on those mediums is what we need to really look into. We need to start telling stories – why should you opt for our brand as opposed to another? What makes it different? Special? We need to change the narrative and really speak to the youth in a very storytelling approach. That is what is commonly missing there. Marketing in general is done around “This is who we are. This is how we do it.” Nobody really talks about the why. “Why are we doing this? Why are we coming out with this? How is this going to add value to your life? How is this going to benefit you?” I think the why needs to take precedence over the who.

What are the keys to connecting with Saudi youth specifically?

They’re a very engaged community. They want to be involved and be part of the conversation because, for the longest time, they felt like they were not a part of it. When you engage them, they reciprocate, they ideate, and they’re very opinionated. If leveraged correctly, this particular aspect is something that we can use to our benefit as brands and businesses. Go to them and ask, “What would you like to see? How would you like to be spoken to?”

What role does the culture play in Saudi Arabia when considering PR?

Any marketing campaign must be adapted for the local market. I can’t run the same campaign I’m running for a client in the US and replicate it in the UAE. And people who are used to working in the Middle East, particularly in the UAE, have a certain understanding of the region but they also need to be mindful that it’s not the same at all in KSA, Qatar, or Kuwait; each market is different. Culture and religion play a very important role in the KSA market. And while there are many developments on the economic side, the end consumers, the people that we connect with, are still the same. So, whenever you’re planning any sort of activity, you need to consider that. Doing your research and speaking to people on the ground is very important before you go in.

This article was first published in Communicate's Q1 2023 print issue.