While those outside the public relations (PR) industry may think they ‘get’ PR, those on the inside know it’s an increasingly nuanced and complex discipline that is often misunderstood, especially in the high-tech digital era.
As we stand in 2024, PR (done right) is a powerful tool for managing information from an organisation to the public, shaping its image, and building a positive reputation. It builds strong relationships with stakeholders, manages crises, and supports marketing efforts by creating a favorable environment for promotions and authentic communication.
No longer a ‘nice to have’, PR is now seen as a strategic function contributing to overall business goals, shaping public perception, and driving organisational success.
As Bill Gates famously expressed, “If I was down to my last dollar, I would spend it on public relations.” Enough said.
When it comes to Dubai, which is now a global hub of commerce, PR has a vibrant environment to work in—there is so much happening all the time. High-profile launches, company expansions, new businesses landing, and whole new sectors taking off. If you like fast-paced work, come and work in PR in the Emirates; it will make your head spin.
While this dynamic environment is exciting, there’s a strong need to understand that, as PR professionals, we’re operating in a melting pot of nationalities and experiences. ‘One size fits all’ won’t do; in fact, things can go wrong pretty fast if you take that approach.
That is why leveraging international experience in Dubai’s PR industry is key. You need professionals who can bring varied experience and a deep understanding of various cultural nuances that can tailor messages that resonate with diverse audiences, ensuring that communication is not only heard but also understood and appreciated.
The region’s PR diversity
Indeed, the “Global Communications Report 2023” by the USC Annenberg Center for Public Relations underscored the growing power of diversity within PR teams and their messaging, noting that diverse teams produce more innovative and effective communication strategies.
I have seen firsthand how professionals with diverse PR backgrounds bring unique insights and approaches to the table. Their international experience allows them to draw on best practices from different markets and adapt them to the local context.
This cross-pollination of ideas can lead to creative strategies that stand out in a crowded marketplace.
A PR professional with experience in Western markets might introduce data-driven strategies that emphasise measurable outcomes, while someone with experience in Asian markets might bring a focus on relationship building and community engagement.
Combining these approaches can create a well-rounded strategy that leverages the strengths of both.
Cultural understanding
In a region as culturally rich and varied as the GCC, understanding the subtleties of different cultures is crucial to ensuring a message is understood and has an impact – and to avoid any offense. For instance, what resonates with an audience in the UAE might not have the same impact in Saudi Arabia or Egypt.
Working with a diverse team also allows a Dubai PR agency to adapt communication methods to suit regional preferences and expectations.
For example, the UAE is known for its cosmopolitan nature, and large expat population. PR strategies here need to be inclusive, catering to both local Emiratis and the expat community.
Digital communication is highly effective, given the high internet penetration and social media usage. However, traditional media still holds value, especially among the older generation.
Meanwhile, Saudi Arabia has a more conservative culture compared to the UAE. PR strategies with a Saudi focus need to be respectful of local customs and religious practices. Social media is a powerful tool, but the content must be carefully curated to align with cultural sensitivities.
Face-to-face communication and events are also highly valued, reflecting the importance of personal relationships in business.
The world is getting more open in many ways, but it is also getting more complex. Having a diverse mix of talent allows those in the world of PR to move effectively with the flow.
By Sagar Chotrani, Co-founder & CEO, Publsh
