Jummar’s Ayman Hassan on re-engineering PR through cultural precision, Arabic-first content and influencer credibility across Saudi Arabia and MENA.
How are you adapting traditional PR strategies for a region that’s increasingly digital-first and influencer-driven?
At Jummar, we see digital transformation not as a replacement for traditional PR, but as an opportunity to re-engineer it with cultural precision. Our strategies start with deep audience intelligence, identifying not only the right platforms but also the right tones, dialects, and cultural references that resonate in Saudi Arabia and across the MENA region.
We treat influencers as brand storytellers rather than just media channels, prioritizing micro and nano creators with strong credibility in niche communities. Our campaigns integrate real-time sentiment tracking, AI-powered media analytics and platform-native content, ensuring every message is culturally attuned and data-verified.
We have also redefined executive visibility by training spokespeople to deliver compelling soundbites in Arabic and English, livestream confidently, and adapt their messaging instantly in fast-moving digital environments.
Ultimately, our model blends Saudi and regional cultural fluency with global best practices, creating PR that is fast, agile and deeply rooted in the communities it serves.
How has the demand for Arabic-first PR campaigns evolved, and how do you balance regional nuance with global alignment?
Arabic-first is no longer a tactical choice; it’s a strategic imperative. In Saudi Arabia, Arabic content consistently outperforms English on social media platforms, where engagement algorithms favor native-language interaction. But it’s not just about language – it’s about dialect authenticity. We adapt messaging to align with local and regional cultural nuances, ensuring cultural and linguistic precision.
National agendas like Saudi Vision 2030 have amplified the demand for communication that not only informs but also inspires national pride.
To guarantee global brand consistency, we adopt a “glocal” model. We start with a unified brand essence and then layer in culturally relevant language, visuals and formats. This ensures every campaign speaks both the language of the people and the language
of the brand.
What’s one challenge you face in educating clients about the value of PR in a performance-driven world?
The main challenge is shifting the conversation from short-term clicks to long-term credibility. In a world obsessed with immediate metrics like CTR and ROAS, the strategic value of PR – shaping reputation, trust and thought leadership – can be underestimated.
We position PR as the foundational layer in the marketing funnel: it builds emotional connection, frames the narrative, and creates the credibility that accelerates conversions when paired with performance campaigns.
The key is helping clients see PR as a long-term investment in influence, one that protects brand equity, increases pricing power, and sustains relevance in a rapidly changing marketplace.
Where do you see the biggest opportunities for growth within PR and Events in this region?
The next wave of growth will be shaped by nation-branding and transformation narratives. Saudi Vision 2030, the UAE’s economic diversification, and Qatar’s post-World Cup momentum are creating unprecedented demand for strategic diplomacy, investment storytelling and policy communication.
We see three major growth areas. First, immersive Arabic-first experiences: from interactive pop-ups to AR-enhanced cultural exhibitions, brands will win by creating experiences that are linguistically and visually rooted in local culture. Second, long-term thought leadership platforms: businesses will move from one-off campaigns to continuous narrative ownership in their industries, blending PR with content marketing, research, and events. Third, hyper-local influencer ecosystems: beyond big names, niche community voices will shape credibility and trust.
At Jummar, we combine cultural fluency, media access and global insight to position our clients at the center of these opportunities, turning communication into both a market advantage and a cultural contribution.
By Ayman Hassan, PR Director, Jummar PR
