What are the top three changes that you have witnessed within the PR industry over the past year?
In the last twelve months, the communication industry in the MENA region has seen key advancements rather than entirely new shifts. Number one, digital-first strategies have continued to evolve, reaching new levels of intricacy.
While the digitalisation of comms has been in progress for several years, particularly accelerating before and during COVID, it has now become deeply ingrained in our daily operations, with integrated platforms, tools, and analytics forming the backbone of our approach. Secondly, influencer marketing has matured significantly, moving beyond short-term campaigns to focus on long-term partnerships that emphasise authentic brand alignment.
Lastly, there’s been an increasing focus on hyper-localisation – fine-tuning messages for the broader MENA region down to specific communities. Some of our most astute clients have made this a central part of their agenda. This ensures that communication is both culturally relevant and deeply resonant with diverse audiences.
What are your thoughts on prioritising ethical storytelling and thought leadership in a world increasingly demanding authenticity and transparency?
It goes without saying that digital access has rendered information both abundant and accessible, making the demand for sincerity and accountability non-negotiable. Ethical storytelling has become key to effective communication.
In our region, where reputation is paramount, companies have to lead with integrity and a genuine narrative. Thought leadership plays a crucial role by positioning organisations and leaders as both participants in the conversation and architects of change. It also establishes a distinct personality, helping the public determine if engagement will be beneficial.
Valuing ethical and relatable storytelling allows brands to build lasting audience relationships, grounded in trust and mutual respect. In a time when misinformation can spread rapidly, being a reliable source goes a long way.
How would an agency separate clients and thought leaders from the relentless noise of content creators across the globe?
It is definitely a crowded digital landscape. Cutting through the clutter requires precision and value.
Agencies must emphasise the importance of tailored, high-quality content that speaks directly to the target audience of the entities they represent. By leveraging data-driven insights, agencies can identify what resonates most with the audience and craft narratives that are both compelling and relevant. Thought leadership is another key differentiator – positioning brands and leaders as experts in their fields, offering unique perspectives that add meaningful value to the conversation.
This approach ensures they stand out not just for their visibility, but even more for the value and substance they bring to the table.
How is the growing focus on data analytics reshaping strategy and implementation in the PR industry?
Data analytics has become the oxygen of PR strategy. It allows us to move from intuition-based decisions to evidence-based strategies.
By analysing consumer behaviour, media engagement, and sentiment, we can craft campaigns that are more targeted and effective. This focus on data also allows for real-time adjustments, keeping strategies agile and responsive to changing dynamics.
We can now breathe the fresh air we’ve been waiting for because data scrutiny empowers us to deliver more personalised and impactful communication, with messages reaching the right people, at the right time, with the right impact.
By Tariq Al Sharabi, Managing Director, Cicero and Bernay.
