(In one short sentence) Please sum up your experience working as a senior comms professional in the Middle East these past 12 months.
A year of explosive growth which required more resilience than ever before.
From 1 (low) to 5 (high), how optimistic are you about the growth of PR and comms in the Middle East over the next five years – and why?
5. The GCC is one of the world’s fastest-growing economies and one where numerous public- and private-sector businesses need to build a global reputation. PR is well positioned for growth.
What is the single biggest threat to the PR industry and brands in the Middle East over the next five years – and why?
Lack of quality staff who bring excellence in communications and sector expertise.
What is the single biggest opportunity for the PR industry and brands in the Middle East over the next five years – and why?
It’s a tie between public affairs, where governments are determined to engage more effectively with their audiences, and sport, where disruptive start-ups like LIV Golf will require complex and effective global communications.
From 1-5, how well do you think comms agencies in the region are addressing current digital and technological trends, particularly the developments in AI tools?
4. AI is being implemented across numerous organisations and their workflow, internet and mobile adoption is high and the innovation into applications is rising exponentially.
Which ONE area of comms has seen most emphasis and growth within organisations over the past 12 months (eg corporate affairs, brand marketing PR, public affairs, healthcare comms, or any other) – and why do you think that is?
Sport comms. The number and quality of sport events is growing rapidly with massive investment into hosting F1 races, boxing, golf, tennis and many other sports. The presence of global stars like Ronaldo are helping turn regional sport into international events with a global following.
Which single channel has become significantly MORE powerful for organisations/brands over the past 12 months (eg earned, paid or owned media, social media, experiential/events?) – and why?
Events continue to be strong as they blend the authenticity of in-person activity with large experiencial brand engagement.
Which single channel has become significantly LESS powerful for organisations/brands over the past 12 months (eg earned, paid or owned media, social media, experiential/events?) – and why?
Owned media appears increasingly less effective as poor-quality content, low click-through rates and saturation drive away audiences.
Is the region taking sustainability more seriously after hosting two COP events in recent years and, if so, plese give a notable, tangible example.
Yes. The results can be seen not only in ESG becoming part of the communications of most major organisations, but in results where the region now hosts some of the largest renewable energy ventures in the word, including the MBR solar park and Masdar City.
Which ONE organisation/brand/person in the region has enjoyed the best year in terms of building brand trust and reputation? (Not your own organisation or client.)
Blinx: a fantastic new news channel on social media which blends humour and information and has won over two million followers on TikTok in a short period of time.
(In one short sentence) Name one key insight or skill that you’ve acquired over the past 12 months that has transformed your professional or personal life?
Resilience: with a booming economy and hyperinflation, things are intense. Add to it tragedies in Palestine and Lebanon which weigh on your soul, it’s tough getting through at times: resilience is necessary and I have grown in that respect.
This was originally published on PR Week.
