WHAT ARE THE BIGGEST CHALLENGES FACING THE PR INDUSTRY?
Finding the right talent continues to be our industry’s most significant challenge. When I founded ASDA’A in 2000, the industry, still in its infancy, was mostly run by Western expats.
One of our key objectives was to attract and nurture Arab talent. Today, many key professionals in our sector are graduates from the ASDA’A school.
Now, as our industry transforms to be digital-first, creative and innovative, the demand for talent has changed dramatically.
To address this, we must deploy a mix of two strategies: One, import the best global talent; and two, nurture young Arabs to be tomorrow’s cutting-edge professionals.
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