In 2024, technological advancements, shifting consumer expectations, and data-driven strategies drove the public relations landscape. This shift is particularly evident in Dubai, where the PR industry has experienced exponential growth over two decades. For instance, SMEs in the region have increasingly recognised PR’s potential, with their budget allocations more than tripling since 2015 as they leverage strategic communications for lead generation and business growth.
The rapid industry expansion is further reflected in the MENA PR tool market, set to reach $250.85 million by the end of 2024. With a projected CAGR of 10 per cent from 2024 to 2030, the industry demonstrates robust demand for brand reputation management tools. As digital transformation reshapes, communication practices and cultural sensitivity becomes paramount, what lies ahead for 2025?
Digital PR and AI integration
As digital PR continues to evolve, artificial intelligence has become a key driver of innovation. This is particularly evident in the UAE, where the generative AI market is predicted to reach $2.036 billion by 2030, growing at 46.47 per cent. This rapid growth in AI capabilities enables PR professionals to develop increasingly sophisticated, highly personalised content and campaigns that can be precisely tailored to specific audience needs and preferences.
In a nutshell, AI enables region-specific media outreach through insights into cultural preferences, regional dialects, and local holidays. PR professionals can craft targeted pitches timed perfectly for local contexts. Tools like Prowly, LogicBalls, and Phlanx analyse journalists’ past work, social media activity, and preferences to create more relevant pitches. AI also optimises timing for press releases and pitches through engagement pattern analytics — for instance, considering Ramadan to ensure communications are sent at the most effective times.
Moreover, as the UAE positions itself as a hub for technological innovation, the growing tech-savvy population is driving demand for personalised and immersive experiences in industries such as gaming, entertainment, and marketing. Integrating AI in PR enhances content creation and efficiency as the technology automates repetitive tasks, allowing PR professionals to focus on strategic initiatives.
The rise of sustainable communications
Sustainability-driven PR has become a key industry trend driven by major national initiatives. The UAE’s Green Agenda 2030 and Saudi Arabia’s Vision 2030 have made sustainable development a regional priority, which in turn has influenced how brands approach their communications. Organisations aligning with these national sustainability goals are incorporating environmental responsibility into their PR narratives. For instance, Emirates NBD demonstrated this shift through its partnership with the Partnership for Carbon Accounting Financials (PCAF), establishing new standards for measuring and disclosing greenhouse gas emissions in the regional financial sector.
Investment growth and market expansion
The MENA’s PR industry shows strong growth potential, with projections indicating a doubling value by 2030. This growth can be attributed to two key factors: the emergence of more national champion companies in the region and the increasing recognition of PR’s crucial role in managing corporate reputations and navigating crises effectively.
As digital marketing and online communications continue to dominate PR budgets, reflecting the growing importance of social media and digital platforms, investment in AI and advanced analytics is expected to rise significantly in the MENA region. This trend follows global patterns, as evidenced in the US market, where spending on digital PR strategies increased by 63 per cent between 2020 and 2023, demonstrating the industry’s rapid digital transformation.
Key challenges: Navigating AI ethics and talent development
The integration of AI in PR strategies presents two major challenges. There are significant ethical considerations regarding data privacy, bias, and transparency. PR professionals must carefully navigate the responsible use of AI tools while ensuring compliance with local data protection regulations, particularly regarding consumer data use in targeted campaigns.
Additionally, there’s growing consumer awareness of authenticity issues like “greenwashing” and misleading information. As highlighted in various reports, brands that fail to authenticate their sustainability efforts risk consumer backlash, making it crucial to ensure AI usage doesn’t compromise authenticity.
The industry also faces a critical challenge in workforce development. The rapid evolution of digital PR tools and AI technologies has created a significant skills gap, with many professionals lacking training or experience with these advanced tools. According to Ipsos’ predictions, growing expectations for technological adaptation are intensifying talent acquisition challenges. PR agencies now compete with tech firms and startups offering attractive packages, making talent retention increasingly crucial.
Furthermore, while 80 per cent of communications leaders believe AI is essential for the industry’s future, only 16 per cent feel “extremely knowledgeable” about its applications. This knowledge gap underscores the need for comprehensive ethical practices and technological adaptation training. AI governance frameworks are crucial to addressing concerns about bias, discrimination, and privacy protection in AI-driven PR practices.
Looking ahead: Digital transformation, global expertise, and sustainable growth
Three key factors drive the MENA region’s PR industry. First, there’s a strategic convergence of traditional and digital PR methods. Press releases and media relations now work with digital strategies like social media engagement and content marketing, creating a more comprehensive approach. This integration is particularly effective in the MENA region, where over 60 per cent of the population is under 30, and digital media penetration rates are among the world’s highest.
Building on this digital foundation, the UAE’s Golden Visa programme has catalysed industry growth. The programme has attracted diverse PR professionals who bring global expertise and innovation to the region’s media landscape by offering long-term residency benefits to foreign talent.
These developments align further with the region’s growing focus on Environmental, Social, and Governance (ESG) initiatives. The UAE’s commitment to sustainable development demonstrated through adherence to global standards like the Paris Agreement, has pushed companies to integrate ESG principles into their operations and communications strategies, enhancing corporate reputations and attracting sustainability-conscious investors.
As we move toward 2025, the MENA PR industry stands ready to embrace these changes while maintaining its unique cultural identity. The intersection of traditional PR expertise with digital innovation and a strong focus on sustainability and ethical practices positions the industry for growth and transformation in the coming years.
By Vlada Lomova, PR lead at PRHub.ae, a Dubai-based PR agency.
