As the Middle East’s communications landscape accelerates – driven by scale, ambition, and digital transformation – the role of PR professionals is shifting rapidly. To unpack what the future holds, Campaign Middle East spoke with Sarah Waddington CBE, Global CEO of the Public Relations and Communications Association (PRCA), on the evolving priorities for the region.
Waddington believes the industry stands “at a fascinating crossroads,” with three major hurdles that could unlock significant progress if addressed effectively.
The first is establishing robust professional standards.
“One of my top priorities has always been to champion professionalism and ethics in our i
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