As the sun has set on 2024, it’s an opportune moment to cast our gaze back over a year that has been as dynamic as it has been transformative for the PR industry in the MENA region. This retrospective not only maps out the milestones we’ve crossed but also charts a course for the potential horizons of 2025.
The strategic evolution of PR in MENA
In 2024, MENA’s PR landscape continued its metamorphosis, fuelled by an ever-deepening integration of digital technology and a heightened recognition of strategic communication’s pivotal role in business success. The Public Relations and Communications Association Middle East and North Africa (PRCA MENA) encapsulated this trend, noting that an increasing percentage of regional professionals now view PR as a vital strategic tool, essential not only for managing reputations but also for steering companies through crises.
The burgeoning importance of PR was reflected financially, with substantial growth in investments across the sector. Last year, companies didn’t just allocate more funds to PR; they invested with a vision, targeting digital marketing and social media platforms which are becoming the battlefields for brand loyalty and consumer engagement
Harnessing technology: AI and beyond
The narrative of PR in 2024 was dominantly digital. Artificial Intelligence became less of a buzzword and more of a workhorse, embedded deeply into the fabric of modern PR strategies. These AI-driven tools are not replacing the human touch but are enhancing the ability to analyse data, anticipate trends, and personalize content at unprecedented scales. This synergy between man and machine has allowed PR campaigns to be more agile, predictive, and resonant with targeted audiences
Cultural fluency: Key to regional resonance
One of the year’s standout revelations was the enduring importance of cultural fluency. In a region as diverse as MENA, understanding the local cultural lexicon is as crucial as mastering the latest digital tools. Each campaign’s success was often predicated on its ability to resonate on a local level, which required a nuanced understanding of regional media landscapes and consumer behaviour. The efficacy of PR campaigns hinged on this local alignment, whether through traditional media channels or the burgeoning sphere of social media
The digital and social media imperative
Social media continued to redefine the parameters of engagement, with PR strategies increasingly woven around these platforms. The digital realm’s immediacy and its role in shaping public perceptions underscored PR’s shift from conventional methods to more dynamic, real-time communication strategies. This shift not only highlighted the need for brands to maintain robust digital presences but also elevated the role of crisis management, turning every potential scandal into a testament to a brand’s agility and ethical standpoints
Looking to 2025: What’s next?
As we edge closer to 2025, the anticipation within the PR community is palpable. The sector is poised for further growth, spurred by increasing digitalisation and a more pronounced integration of PR into overarching business strategies. The focus is likely to expand beyond mere media engagement to encompass broader communicative strategies that include ESG (Environmental, Social, and Governance) initiatives, further embedding PR into the corporate conscience of the region.
Final thoughts
2024 has been a year of significant evolution for the PR industry in MENA, marked by technological advancements and a deeper understanding of the strategic importance of public relations. The lessons learned in the year will undoubtedly influence strategies in 2025, promising a year just as dynamic, if not more so. As we continue to navigate these changes, one thing remains clear: the future of PR in MENA is not just about adapting to changes — it’s about leading them.
This look back at 2024 provides more than just a snapshot of the past; it offers a lens through which we can view the future, a future where PR is not only about managing perceptions but also about building and sustaining real, measurable impact.
By Samet Ozetci, CEO, Walther Kranz Global Agency Group
