Having been deeply involved in Saudi Arabia’s communications industry for more than three decades, I have witnessed the remarkable changes shaping the sector first-hand; from modest beginnings to global recognition, trial-and-error entries in the industry to the building of a robust indigenous ecosystem, and the sporadic, reactive approach of the early years giving way to a well-organised, structured offering that goes beyond the basic services. Communications in the Kingdom have not only become strategic and valuable, but also truly transformed into a ‘viable’ industry powered by value, impact, ambition, boldness, leadership
and excellence.
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These are exciting times for Saudi Arabia. In last year’s Campaign Saudi Arabia Report 2021, I spoke in detail about how Vision 2030 is propelling our industry toward a period of unprecedented growth when communications are calibrated, interests aligned and future progress is charted. That was exactly 12 months ago, and continuous advances have been made since then on key initiatives including the Revitalize Historic Jeddah project, the Aseer Regional Development project, The Rig, and Jeddah Central Development project, among others.
Whether new or old, recurring, or one-off, these programmes, projects and initiatives require a new standard of communication that is built around three essential components: advisory, to set the strategic framework, positioning, and direction; content, to shape the story and narrative; and finally training and media coaching to ensure the right messages are delivered in a clear, direct and impactful way. We refer to this dynamic approach as ‘ACT’, which brings together advisory, content and training in a highly effective synergy. This is what today’s market requires, and the future of any communicator – whether a seeker (client) or provider (practitioner, agency, advisor) – will hinge on their ability to embrace this holistic approach.
With value and impact high on the agenda as critical strands of the viable DNA, ambition remains equally important as it inspires a drive for success that is continuously fuelled by passion and determination. If we were to assess the communications playing field in Saudi Arabia just a decade ago, the word ‘bold’ would not have immediately come to mind. The psyche and framework of communications at that time did not require boldness, but rather a steady state of activity. Today, as our country continues to make significant strides locally, regionally and internationally, our approach to communications needs to be bold, calculated and uninhibited. It must demonstrate flair and panache, and we are seeing this every day across all platforms.
In the years ahead, communications will remain central to driving the Kingdom’s progress, with a single important differentiator – it is now steered by a new breed of talent, under the leadership of a generation of
experts with vast experience from the private sector.
As a source of excellence, knowledge is a key enabler of the Kingdom’s transformation. Effective and impactful communications are essential in sharing the knowledge that inspires excellence. Ultimately, our industry has a central role to play not only in sharing Saudi Arabia’s remarkable story with the world, but also in accelerating the Kingdom’s journey towards a prosperous future.
Final food for thought: As we embrace this bold new era, we must ACT as a catalyst for the next stage of the Saudi communications industry’s growth and development. With value, impact, ambition, boldness, leadership and excellence as our ingredients, we have the perfect recipe for success.
