posted on Aug. 21, 2024 at 11:36 am

PR’s move from media relations to strategic business advising

posted on Aug. 21, 2024 at 11:36 am

POD Egypt's Mai Mohsen writes on how PR agencies are shifting from just being liaisons with the media and into business consultants.

Business meeting: Image by fauxels on Pexels.com

The modern PR agency has become an integral part of a client’s strategic framework, it’s no longer just about press releases and handling media inquiries – we’ve grown with the times and have developed the ability to blend traditional PR skills with advanced analytics, strategic planning, and a deep understanding of audience dynamics, firmly positioning PR as crucial allies in achieving business success today.

PR agencies have become increasingly involved in the development of the business, our role now extending beyond managing public perception, and expanding

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.