Over the past two decades, the communications and public relations industry in the Gulf Cooperation Council (GCC) has undergone a remarkable transformation, one that mirrors the region’s own rapid economic and social progress. After 23 years in this field and holding a PhD in media, I have seen the industry reinvent itself time and again. What was once dominated by press releases, media lunches, and reactive messaging has become a powerful driver of reputation management, strategic storytelling, and public trust.
From transactional PR to strategic counsel
In the early 2000s, PR in the GCC was largely tactical, focused on filling newspaper columns, press releases and securing TV airtime.
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