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.

In football, it’s usually the strikers and coaches who get the headlines. But anyone who really understands the game knows it’s the midfield that makes everything work. Think Pedri. He’s not the flashiest player, but he controls the rhythm, links every pass, and quietly holds the whole system together.

In public relations, middle management plays the same role. They stabilise teams, uphold client relationships, and reinforce agency culture every single day. Yet in an industry obsessed with visionaries and junior hustle, this crucial tier is often neglected, at a cost we can no longer afford to ignore.

The numbers speak volumes. In the UAE, over half the workforce considers switching jobs annually. Senior PR leaders, especially agency-side, rarely stay more than two to three years in one seat. It’s a pace that keeps things exciting, but also precarious. When leadership changes hands too quickly or carelessly, relationships unravel, team morale dips, and institutional memory vanishes.

I recall one such moment in my two-decade career. I was in a senior leadership role and knew my departure was approaching. I made it my mission to ensure that the transition would be as seamless as possible. Not for the successor, not even for the agency, but for the clients who had trusted us, and for the team who deserved to feel anchored, not abandoned.

Every account was handed over with care. Every conversation documented. Every inter-agency relationship, every point of tension, every budget detail and commercial nuance fully disclosed. I even ensured the team’s performance management plans were updated and in place, so their development wouldn’t stall. Not because I was trying to be a model employee. But because that’s the job. That’s what leadership is.

I didn’t want clients to feel the weight of internal changes. I didn’t want my team’s growth to stagnate. I didn’t want anyone inheriting unresolved issues or hidden fires. I wanted to leave knowing the practice was intact, the team empowered, and the reputation of the agency preserved.

And yet, despite that level of groundwork, a six-month handover no less, it fell apart. The clients left. The team idled. The relationships frayed. The revenue took a hit. I thought I had done enough. But clearly, I hadn’t. Hands up, there are things I could’ve done better. Maybe I overestimated the readiness of the next-in-line. Maybe I assumed that care and effort were contagious. Maybe I mistook process for preparation.

The truth is, I was trying to undo in six months what three years of rushed hiring and compromised decisions had quietly layered in.  It was finally catching up with me. I handed over the keys, but didn’t check if the engine was running.

Continuity is not automatic. It takes effort, from both the person stepping out and the one stepping up. Integrity needs to be built into the process. We don’t train for succession. We don’t value middle leadership. We make poor hiring decisions under pressure. We don’t build continuity into our agency culture. And we absolutely should.

Here’s what we need to fix, urgently:

Hire for Integrity, Not Just Charm: Competence is not charisma. Just because someone interviews well does not mean they can shoulder responsibility.

Hire Beyond the Job Description: We need to assess more than capability. Are they aligned with the agency’s culture? Do they have the ethics, passion, and appetite for longevity? When we hire, we’re also hiring for future roles, so we need to ask: can this person grow with us?

Listen, Really Listen, to Your Middle Managers: If someone hates the job, hates the client, or even hates the industry, why are they here? We need to tune in earlier, not just to their performance, but to their attitude, alignment, and energy.

Build Better Mid-Level Leadership: Many mid-managers are stuck executing without mentorship. We need to give them space to lead, not just deliver.

Treat Knowledge Like Capital: Documentation, transparency, and handovers shouldn’t be viewed as “extra.” They are core to reputation continuity.

Normalise Exit Strategy Planning: Not just for those leaving, but for those staying. Make succession a practice, not a scramble.

Redefine Leadership Legacy: It’s not about personal impact. It’s about what, and who, you leave standing when you’re gone.

Transitions, done well, safeguard everything we’ve worked to build. Done poorly, they undo it. The challenge isn’t just about who comes next, it’s about whether we’ve created the conditions for them to succeed. Because when we get it right, continuity becomes a strength, not a risk.

Whether we think US President Donald Trump's policies are good or bad is not the point of this discussion. My focus is on his approach to public relations and public perception, which in my opinion is tremendously redefining modern leadership and media engagement.

President Trump’s mastery of PR is an undeniable force. In a world saturated with political correctness and scripted messaging, he stands out. His PR prowess is largely responsible for his phenomenal comeback to the White House. Every statement, every alliance, every calculated risk stems from a profound understanding of how audiences engage with information. Whether admired or reviled, his ability to dominate the news cycle is a case study for those in the communications industry.

The power of the spectacle

From the moment Trump descended the golden escalator to announce his candidacy in 2015, it was clear that conventional wisdom would not dictate his strategy. Spectacle became his signature. Where others relied on carefully crafted talking points, he knows that an unfiltered approach—complete with controversy and bravado—would magnetize attention. In the age of dwindling attention spans, controlling the narrative is about ensuring candidacy and visibility rather than playing it safe.

Understanding that perception shapes reality, he turned political rallies into high-energy entertainment spectacles. Every element—the stage, the lighting, the roaring crowds—was carefully crafted to reinforce his brand. Even an assassination attempt became an opportunity as he seized the moment with a dramatic, camera-ready pose. Streamed across social media, including his own platform, Truth Social, and broadcast on major news networks, these events often overshadowed his opponents' traditional campaign stops. While others delivered policy speeches, he delivered a performance.

The magnetism of beautiful and charismatic people

Image is a currency. Throughout his career, Trump has surrounded himself with striking, camera-friendly individuals. From business ventures to his political administration, a pattern emerged—charm, looks, and presence mattered. The subliminal impact is undeniable; audiences are naturally drawn to charismatic, well-dressed figures, whether in the boardroom, on television, or in the political arena. Appearance matters.

The blunt instrument of candor

While others filtered statements through committees, Trump spoke directly and instinctively. His communication style defied the norms of politics. In doing so, he projected an image of authenticity. The absence of rehearsed perfection made him relatable to millions. Controversial remarks, off-the-cuff insults, and direct attacks on opponents worked not in spite of their abrasiveness but because of it. The calculated unpredictability of his words kept audiences engaged, forcing both admirers and detractors to tune in.

The strength of strategic alliances

Few figures have leveraged alliances as effectively as Trump. Despite his reputation as an outsider to politics, his ability to forge relationships with power players across industries enabled him to maintain influence. His alliances extended beyond politics into media, business, and entertainment.

Tying himself to high-profile individuals amplified his reach. Whether through endorsements from influential figures like Elon Musk, mutually beneficial media partnerships, or unexpected diplomatic overtures, he cultivated relationships that expanded his narrative. Critics viewed some of those ties as opportunistic, but from a communications standpoint, they were tactical moves that reinforced his omnipresence.

The mindset of business over politics

Traditional politicians govern through ideological frameworks. But Trump approaches leadership like a business executive—prioritizing efficiency, disruption, and negotiation. Much like a CEO, he treated decision-making as a process of maximizing returns rather than appeasing interest groups. Trump’s approach mirrored a philosophy of aggressive deal-making, results-oriented policies, and a relentless push for economic growth. And that’s one of the reasons people don’t get him.

Action over words

Trump recognized that bold moves carry more weight than elegant rhetoric. While others sought consensus through endless discussion, he focused on implementation. Whether through trade wars, deregulation, or foreign policy, his action dictated outcomes.

His tax reforms, judicial appointments, and economic strategies reflected this mindset. The speed at which he is pushing major initiatives signals to his base that promises were not empty. Even controversial policies gained credibility through tangible execution.

Change management in leadership

Disruptors face resistance. Trump, like any force of change, encountered fierce opposition from entrenched bureaucracies, media institutions, and political elites. Yet, managing upheaval is a hallmark of effective leadership. Disrupting the status quo demands more than gradual reform—it requires an appetite for conflict and a willingness to endure backlash.

The missing link: Breaking down the benefits to the public

Despite his strong communication skills, one gap remained—clearly conveying the tangible benefits of his policies in a way that resonated beyond his core base. Business-minded individuals often grasp Trump’s strategic moves, but many others do not. While economic growth, job creation, and deregulation had measurable impacts, the messaging frequently prioritized conflict and coercion over persuasion, leaving potential supporters unconvinced. Leaders who implement change must ensure that audiences understand its advantages. While Trump excelled in mobilizing loyalty, a clearer and calmer articulation of long-term benefits might have converted skeptics into supporters.

A lesson in dominance

Success in public relations is not about being universally liked. It is about commanding attention, shaping perception, and ensuring relevance. Trump is all about those principles. His methods may be divisive, but they are undeniably effective.

The TishTash Group now includes several key divisions which strengthen its direct-to-consumer engagement strategy including TishTash Communications – its flagship and multi award-winning PR agency; lifestyle magazine Raemona, and female-focused digital platform That Dubai Girl. 

TishTash's corporate communications and B2B arm, Ten by TishTash, continues to provide strategic consultancy for profiling, personal branding, and media relations, while the TishTash Tots division remains focused on creating personalised marketing strategies for brands targeting families, kids and parents in the region.

“The way consumers engage with brands is rapidly changing, and so is the way we deliver results," said Polly Williams, Managing Director of TishTash. “The TishTash Group is focused on being at the forefront of maximising the opportunities that have opened up through the digital transformation, data and analytics, the demand for more personalised and authentic brand experiences, and consumers’ desire for more direct communications. By integrating data-driven insights with creative campaigns, we can ensure brands are meeting their customers where they are now – in the most authentic and relevant way.”

Aiming to become a strategic partner for brands, helping them reach the right audience and create meaningful connections that drive real impact, TishTash Group’s strategy prioritises hyper-targeted marketing, dynamic email campaigns, and community-based engagement. This includes a renewed emphasis on live events, brand storytelling, and using data-driven insights to address shifting consumer behaviours.

Key divisions of The TishTash Group:

1. TishTash Communications – The flagship PR agency continues to lead beauty, wellness, and lifestyle PR while incorporating data-driven insights into targeted campaigns.
2. Ten by TishTash – Provides strategic corporate communications, B2B consultancy, and executive profiling services.
3. TishTash Tots – Specializes in family-focused communications, connecting brands with parents in the GCC.
4. Raemona Magazine – A digital publication in its 4^th year focused on real-life issues and conversation for modern women, with consumer-centric, data-driven engagement.
5. That Dubai Girl – A digital platform championing authentic conversations among UAE women, offering brands direct engagement with an active community.

In addition to these divisions, The TishTash Group is levelling up in its events and experiential marketing capabilities, which include bespoke activations and partnerships. It has also added SEO, Web Design, Copywriting and Brand strategy and positioning to its capabilities over the last few months.

New TishTash structure:

• Laura Davison transitions into the role of TishTash Group Director of Consumer Marketing, overseeing the consumer-focused marketing strategy across all divisions.
• Indira Kasaeva continues as Director of Ten by TishTash, focusing on strategic growth in corporate, B2B, and executive profiling communications.
• Ylova Hamdan steps into the role of Director of PR for TishTash, leading a larger team and driving growth in the beauty, wellness, and lifestyle sectors.
• Sophie Pasztor and Marwa Mohamed become Senior PR Account Managers for Fashion & Lifestyle, and Beauty & Wellness, respectively.
• Moushmi Bhatia becomes Director of Experiential and Events, leading a team focused on innovative activations and partnerships.

The Traditional PR Model: Understanding Its Limitations

Traditionally, PR was viewed as a craft that required patience, relationship-building, and trust. Agencies would pitch stories, cultivate media relationships, and create brand narratives—valuable work, but not always resulting in measurable outcomes. This model was especially accepted when digital marketing was still developing and metrics were harder to quantify. However, in today's data-driven environment, such ambiguity is less tolerated.

Brands are now asking for accountability. In an era where every marketing dollar needs to be justified, the conventional PR approach—where months of retainer fees could result in minimal or no media coverage—feels increasingly outdated.

Why Performance PR Makes Sense Now

The shift toward performance-based models is not new in the marketing world. Influencer marketing has evolved from flat fees to engagement-based contracts, and digital advertising is almost entirely performance-driven, with brands paying for clicks, leads, or sales. Performance PR operates on the same principle—charging clients only when tangible results are achieved.

Performance PR provides a clear value proposition: brands pay only when coverage is secured. This model mitigates risk for clients and increases accountability for PR professionals. It aligns the interests of both parties, ensuring that agencies focus on securing meaningful media opportunities rather than just fulfilling hours.

Bridging the Gap: The Need for Execution Over Strategy

Many brands, particularly those with in-house PR teams, find themselves stuck between strategy and execution. While they may not need another communications strategy, they often struggle to translate their plans into media placements. Performance PR fills this gap by offering a results-oriented approach that prioritizes deliverables over presentations.

This model is particularly beneficial for smaller brands or those in niche industries, where media coverage can be harder to secure. By removing upfront costs and shifting the financial burden to the agency, performance PR democratizes access to media exposure and levels the playing field for brands with limited budgets.

The Industry’s Next Evolution

As the public relations industry continues to evolve, embracing performance-based models could represent its next significant transformation. PR professionals who adopt this approach will likely find themselves better positioned to demonstrate their value and compete in an increasingly results-driven market.

For brands, this shift offers a refreshing alternative—one where their investments directly correlate with measurable outcomes. And for the PR industry, it presents an opportunity to redefine itself as a critical, results-oriented component of the broader marketing ecosystem. The transition may not be easy, but it could be the necessary step toward building a more transparent, accountable, and effective PR industry.

The agency’s latest client win is ME by Meliá Dubai, an architectural masterpiece and the only hotel designed inside and out by the legendary Zaha Hadid. Known for its bold design, artistic flair and creative spirit, the hotel brings the essence of its destination to life with inspiring spaces and modern luxury. From its striking architecture to its vibrant energy, ME by Meliá Dubai seamlessly blends art, gastronomy and entertainment, offering guests an experience that is both immersive and unparalleled. The agency will manage both Public Relations and Social Media for the hotel, ensuring a deep integration into all aspects of the property.

Expanding its representation of hospitality clients further, Rixos Al Mairid Ras Al Khaimah is the region's newest ultra-all-inclusive resort, featuring 466 luxurious rooms and the longest private beachfront in Ras Al Khaimah with 1.5 km of pristine white sand. Boasting ten dining venues, seven pools, a Rixy Kids Club, a bespoke spa, and an Exclusive Sports Club, the resort caters to families, couples, and adventure seekers alike. Empyre Communications will oversee PR operations, focusing on hotel communication, F&B outlets, and amenities.

The agency has also added BCH:CLB, Dubai’s ultimate beach club hotspot, to its portfolio. BCH:CLB offers a vibrant weekend escape with poolside lounging, Mediterranean-inspired cuisine, live entertainment, and energizing music, blending relaxation with electric energy. Empyre Communications will again be responsible for managing all PR operations for this hospitality client, with a focus on communication of F&B and offerings, amenities and events.

Lastly, the agency extends its efforts to Abu Dhabi, proudly welcoming Avlu Restaurant to its roster. Located in Yas Mall, Avlu is a refined Turkish dining destination celebrated for its vibrant yet sophisticated ambiance. The venue masterfully reimagines traditional Turkish flavors with a contemporary twist, offering guests an exceptional culinary experience. Here, Empyre Communications will oversee both Public Relations and Social Media, with a dedicated focus on the venue’s full F&B offerings.

Stephanie Farah, the Managing Director and Founder of Empyre Communications, expressed her enthusiasm as to the expension. Empyre Communications proudly stands as the representative for a diverse array of esteemed clients, showcasing a portfolio that includes Embassy Suites by Hilton, Nandos UAE, Endless, Legoland, Longevity Hub and more.

Think Long Term

You’re less likely to come across as a pushy PR professional if you think long-term. What does this mean? It means that you genuinely care about your relationship with the editor, aiming for a healthy, mutually beneficial partnership. This approach ensures you can continue working together, catering to multiple clients and occasions, rather than just meeting your coverage quota at that moment. Shift your mindset from “I need my coverage today” to “Is this article worth causing a fuss over?”

Practice Patience

PR can be difficult, and there will be situations that test your patience. Editors might ghost you after you’ve written an exclusive op-ed for their publication and communicated extensively. They might change their mind after initially accepting a pitch, or they might do nothing at all, even as your client pressures you to get coverage. These situations can tempt you to act pushy to get your way. However, it’s crucial to remain patient and avoid damaging your relationships.

Mindful Follow-Ups

Constant follow-ups can overwhelm editors and backfire. Editors are inundated with stories daily; they don’t need PR professionals badgering them. To maintain respect, space out your follow-ups. I recommend waiting three days after sharing the initial pitch before following up, using the editor's preferred communication method. Editors appreciate a gentle reminder, but always use a friendly, non-demanding tone to keep the interaction positive.

Ghost Back

If an editor has completely stopped responding to your messages, it’s likely because the relationship or the information you’re providing is not valuable enough to them. Instead of persistently reaching out, consider reciprocating by disengaging. Ghosting is never enjoyable in any situation. If someone is not responding, it may be time to reciprocate that disengagement.

In image above: Lara Geadah, Founder of Cameo Comms

Avoid Hyping Ideas

Enthusiasm is natural, but overhyping your story can come off as desperate and undermine your credibility. As an extrovert, I tend to be overexcited when pitching a story that’s close to my heart. I’ve learned the hard way to tone things down, especially when I don’t have a close relationship with the writer. Presenting your pitch in a calm and composed manner can go a long way. This approach not only conveys your message more effectively but also reduces resistance from the editor.

Give Some Space 

Pressuring an editor for an immediate answer is a common misstep. While it might be tempting to secure a quick commitment, this tactic often backfires. Be supportive and understanding if an editor needs time to consult with their team or deliberate further. If you seem too desperate, you’re less likely to get your way in any situation or social interaction. Your patience and professionalism will be valued and can lead to better outcomes.

Care Less

This may sound counterintuitive, but it's my top piece of advice. Caring less about the outcome of your pitch can help you avoid becoming that pushy PR person and ultimately yield better results for your clients in the long run. When people sense that you're overly invested in the impact of their decision, they may be less inclined to help. Therefore, whenever you're asking for something, it's important to genuinely not care too much about the outcome. This attitude naturally affects how you present yourself and interact with others.

Avoid the pitfalls of being a pushy PR person and build stronger, more collaborative relationships with editors. Remember, your goal is to be a helpful resource, not a persistent annoyance to them.

 “Businesses and organizations are operating in a constant state of complexity and uncertainty, marked by rapid advancements in technology, economic volatility, wide-ranging activism, and social and geopolitical turbulence,” said Corey duBrowa, Global CEO, of Burson. “A strong reputation grounded in action, communicated clearly and creatively, and deployed as capital across stakeholders will enable clients to succeed in this environment. Reputation is a company’s most valuable asset for enhancing perception and growing performance, preference, valuation, and return.”

Burson launched its new visual identity and value proposition across all global channels, articulating its modern approach to reinventing how reputation is built and protected in today’s dynamic environment. To bring this new positioning to life, Burson introduced a series of products and programs to empower its counselors and creators to solve clients’ challenges across sectors and markets. The new visual identity, inspired by the power of light to illuminate insights and reveal opportunity, reinforces the company’s commitment to counseling clients with bold creativity and advisory solutions.

The group features a streamlined suite of agencies with scale across today’s transformational industries, anchored by the flagship full-service Burson brand. They include:  

• Axicom, the earned-first global communications agency for tech brands and brands with a tech story,

• Burson Buchanan, newly rebranded from Buchanan Communications, the financial communications and capital markets advisory firm,

• GCI Health, the full-service global healthcare agency inspired by people,

• Hill & Knowlton, a full-service global firm and proven partner for business and brand transformation, providing strategic communication, marketing, and corporate affairs solutions.

Its framework and consulting methodology aim to assess and actively manage “reputation capital” across four pillars: Company actions, communications, social narratives, and stakeholder beliefs. These solutions – core components of the PR Studio of WPP Open, WPP’s AI-powered marketing operating system – include five suites that serve a continuum of client needs:

• The Sonar Suite, which anticipates and evaluates risk through social narrative intelligence;

• The Decipher Suite, which predicts the impact of proactive and defensive communications; the impact of themes globally and regionally; and emerging cultural trends;

• The Creators’ Suite, which creates audience-specific content at scale, by identifying both the supply and demand of information online as well as white space in narratives; 

• The Specialists’ Suite, which trains Burson’s AI tools on specific industry sectors; and, 

• The Fount Suite, takes an aggregated view of the data across the life cycle of a campaign to measure and optimize performance. 

“In today’s complex operating environment, business leaders are converting pervasive risks into opportunities for innovation and value creation,” said AnnaMaria DeSalva, Global Chairman, Burson. “The Burson Innovation Portfolio, which draws on the technology strengths of our combined agencies and WPP, reflects our promise to combine artificial and human intelligence in ways that help our clients succeed at the intersection of risk, creativity and reinvention. Leading companies are already leveraging these solutions to build and protect reputations in highly material situations. We are committed to both our clients and our employees that Burson will be an engine for their growth and for the enablement of the transformations that the world needs now.” 

“A powerful differentiator across the Burson Group is the considerable number of former chief communications officers and senior client advisers among our ranks who have hands-on experience managing the issues and opportunities that clients face every day,” said duBrowa. “AnnaMaria and I both had long careers in-house, and we know the enormous value this perspective brings to clients. Our team of seasoned counselors – with their access to industry-leading, AI-first technologies, and creative firepower – is unrivaled in the marketplace.”

Burson also unveiled its new learning academy focused on client leadership and skills development to ensure teams are exceptionally well-versed to counsel clients today and tomorrow and are trained on a consistent, global, “one Burson” approach. 

 “Burson Persons past and present – and certainly future – are known for being high performers who are never satisfied with the status quo, remain relentlessly curious and are constantly striving to improve,” duBrowa noted. “We are pleased to introduce The Burson Academy for the next generation of agency leaders and to continue this important tradition of rigorous professional development.”

From Traditional Spin to Demand for Authenticity

The transition from traditional PR tactics to a focus on authenticity reflects the changing dynamics brought by digital media. Organizations are finding that audiences now demand openness and honesty, rejecting scripted or superficial communications. The movement towards genuine content and transparency requires a radical change in approach, where the value lies in participating honestly in conversations instead of striving to control the narrative. This paradigm shift underscores the importance of cultivating trust and establishing enduring connections with stakeholders, rather than merely manipulating public perceptions. As a result, brands are now leaning towards a more human-centered approach, placing a higher value on authentic content that resonates with the needs and feedback of their audience and positively shapes their public image.

Authenticity as a Currency: Why Audiences Value Sincerity Over Polished Messaging

In today's digital marketplace, sincerity is more appealing than ever. Audiences are bombarded with content daily, making it difficult for polished, insincere messaging to stand out. Instead, consumers gravitate towards brands that communicate honestly, showing their human side and connecting on a personal level. This transformation is driving brands to rethink their approach to communication, prioritizing transparency and genuine engagement over traditional, scripted advertising. This in turn encourages a more loyal customer base, as consumers are more likely to trust and stay committed to brands that value honest communication.

Building Trust Through Open and Honest Communication

Openness in communication is essential for building trust. Organizations that are transparent about their operations, decisions, and challenges are more likely to earn the trust of their audience. This trust is foundational for long-term relationships and enhances the credibility of the brand, making honest communication a crucial strategy in today’s digital environment. Through maintaining this openness, organizations can foster a sense of loyalty and advocacy among their stakeholders while also respecting and maintaining their privacy.

Balancing Transparency with Privacy Concerns

While the demand for transparency is high, it must be balanced with the necessity for privacy. Organizations must carefully manage what should be made public and what should remain confidential. This balance is crucial in maintaining stakeholder trust while protecting sensitive information. Effectively navigating this balance can also serve as a competitive advantage, distinguishing a brand in a crowded marketplace.

Promoting Truth and Accuracy in the Age of Fake News

In the face of pervasive misinformation, ensuring the accuracy and truthfulness of communications has become imperative. Organizations must be diligent in verifying facts before dissemination, and correct misinformation swiftly. This commitment to truth protects the organization’s integrity and supports public enlightenment. The role of fact-checking has become more critical, necessitating more resources and tools to ensure factual accuracy. This proactive stance bolsters credibility and sets a standard for responsible communication within the industry. By fostering a culture of accountability, companies can help mitigate the spread of false information and maintain public trust.

Leveraging Social Media Personalities Committed to Authenticity

Social media influencers who prioritize authenticity are becoming key partners in ethical communications. These individuals often have devoted followers due to their genuine and relatable content. In collaboration with such influencers, brands can communicate their messages in a way that resonates with audiences and maintains ethical standards. This approach taps into the influencer’s credibility, which can transfer to the brand, enhancing its reception among users. Additionally, influencers’ insights into audience preferences can guide more effective and responsible marketing strategies. This collaborative model supports the trend towards more open and genuine interactions and aligns with evolving consumer expectations for transparency and sincerity in marketing.

Collaborative Efforts to Establish and Uphold Ethical Guidelines in PR and Communications

Strengthening the ethical framework within the PR industry involves collective action. Establishing and reinforcing ethical guidelines ensures that practices evolve along with technological and societal changes while maintaining a commitment to honesty and integrity. Such initiatives not only elevate the profession but also foster public trust.

As we advance into the future, embracing authenticity in communications is essential, transforming every interaction into an opportunity to build lasting trust. This commitment to genuine engagement also promotes a culture of transparency that can enhance the overall credibility of the industry.

As stakeholders diversify and grow, so do the role agencies play with their clients. With digital touchpoints at the forefront and a change in consumer appetite and needs, TEN by TishTash will amplify businesses and brands looking to connect with stakeholders, clients, and consumers in a way that fits a brave and diverse new world. 

Over the past 12 months, TishTash has enabled existing clients such as Alpha Nero, Kibsons LLC, BSA Law, Beautyworld Middle East and Saudi Arabia, Cityscape, DrinkDry and Taste of Estonia. TEN by TishTash will compound this success by utilizing a new approach to integrated marketing and PR that utilizes the agency's unparalleled understanding of the regional landscape and those who live and work within it across the GCC.

TEN by TishTash will be led by Indira Kasaeva, currently holding the role of PR Director at TishTash. Indira brings with her a wealth of experience in the corporate sector and has worked with some of TishTash’s biggest corporate clients to date. Kasaeva will work closely with Kellie Whitehead, Corporate Communications Director at TishTash, in the strategic development of TEN, and Polly Williams, Managing Director of TishTash. 

“We’ve created some incredible impact with our corporate communications at TishTash over the past 18 months and noticed a growing need for the ‘non-traditionally’ corporate businesses, within the B2C space specifically to have a wider, integrated understanding of up-to-date, joined-up thinking on the capabilities around their stakeholder, employee, and consumer messaging,” said Polly Williams, Managing Director, TishTash Communications.

“Ten by TishTash is the formulation of a specialist division that invites clients to look strategically at matching the role of corporate communications in 2024 and onwards and seeing impact-driven results that can blend seamlessly with a B2C offering alongside “ she continued. “ We are excited about this new chapter for our agency, amplifying one of our fastest growing areas in the year ahead and is a much-needed addition to the other services we provide.”