Conrad Egbert, Advisor and Head of PRCA MENAAs AI dominates 2026, we’ll see good judgement, creativity and data-driven strategies become prime currency. That in turn will bring authentic human relationships into the spotlight enabling better crisis management and reputation resilience.
For years, public relations (PR) was repeatedly declared dead, overshadowed by performance marketing, influencers and algorithms.
Only three weeks ago advertising mogul Sir Martin Sorrell declared “there is no such thing as PR anymore” in a BBC Radio 4 debate with PRCA chief Sarah Waddington. The debate set fire to the PR industry and ironically helped it rise from those very flames like a giant phoenix. While Sorrell missed the mark on the value of PR, his point did give rise to an important issue – the outdated and defunked perception of the profession. So thank you Sir Martin for bringing us here!
Closer to home, the region is experiencing a communications reset. Governments, corporates, family offices and emerging startups are all rediscovering the strategic power of reputation. And in a world defined by uncertainty, trust has become the most valuable currency of all.
Press releases going nowhere (sorry!)
While some Western markets have sidelined press releases in favour of social-first narratives, the Middle East tells a different story.
Say what you will but over here, press releases remain a cornerstone of official communication. Regulators, investors, media houses, and stakeholders still rely on formal announcements to signal intent and legitimacy. When written well, press releases shape perception, anchor messaging and influence media discourse.
Rise of strategic advisors
If the past year alone has taught us anything, it’s that a little peck at a ball game can see your reputation go up in smoke. Geopolitics, regulations, social media and AI-generated misinformation have all made crisis management a daily reality rather than a blue moon.
Leaders are no longer asking, “Do we need a crisis plan?” but “Are we prepared?” The most valued PR professionals today are not just storytellers, media experts or crisis managers, but wholesome all-rounded strategic advisors who not only understand risk, culture, speed and consequence but are grounded in sound judgement, critical-thinking and evidence-based analysis.
An evolving media (more hope than hunch)
The media itself will undergo a necessary evolution. Traditional media will become more analytical and authoritative, while digital platforms will be forced to balance speed with credibility.
We will see fewer generalists and more specialist journalists, tighter editorial standards and a renewed focus on context over clicks.
For PR professionals, this means the death of volume-driven outreach and the rise of precision engagement. Relationships will matter more than reach. Insight will matter more than noise. The media will reward those who bring substance, access, and clarity – not hype.
The new PR gold rush
All of this points to one reality: we are witnessing a new PR gold rush in the Middle East.
Not only has PRCA MENA received a flurry of applications from new entities looking to set up shop in the region, but organizations are also investing heavily in reputation management, government relations, executive positioning and long-term narrative building. The demand is not for visibility alone, but for credibility, resilience, and influence.
PR agencies that evolve into strategic partners will thrive. Practitioners who understand regional nuance, cultural intelligence, and geopolitical sensitivity will lead. And leaders who treat PR as a business asset – not a publicity tool – will emerge stronger.
PR hasn’t just made a comeback in the Middle East, it’s found its moment.
By Conrad Egbert, Advisor and Head of PRCA MENA
