Navigating PR for businesses in the MENA region

Campaign ME

11-04-2025

According to estimates, the PR industry in the MENA region is set to double in value by 2030, reaching an impressive $2bn.
One key driver of this growth is the UAE's commitment to nurturing its startup ecosystem. In just 50 years, the Emirates has transformed into a global economic powerhouse. As highlighted in the Global Startup Ecosystem Index 2024, the UAE ranks as the second-strongest startup hub in the Middle East and North Africa (MENA) region.
Additionally, one of its key emirates, Dubai, holds the 18th spot among the world's most promising emerging startup ecosystems.
The UAE's booming startup scene
In recent years, the UAE government has rolled out numerous programs to support startups.
For example, the accelerator Hub71, established in 2019, has welcomed more than 260 businesses over the years, which have collectively raised over $1bn in venture capital. The Sharjah Entrepreneurship Center is another stellar initiative, assisting over 150 startups and creating 1,400 jobs. Business also plays a crucial role in developing the startup ecosystem in the UAE.
A prominent example is the in5 hub for startups, founded in Dubai by the publicly listed TECOM Group. It provides entrepreneurs with mentorship, workshops, and support in connecting with investors and other valuable partners. Since its launch in 2013, in5 has hosted more than 500 startups, according to its official website. The country is also attracting entrepreneurs and investors through the Gold Visa, granting long-term residency permits that extend up to a decade.
In 2023, Dubai alone had 158,000 holders of such visas. That is double to the number of visas granted in 2022. In addition, the UAE authorities have established investment funds to support technological entrepreneurs, including the Mohammed Bin Rashid Innovation Fund, an initiative by the Ministry of Finance launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum.
Meanwhile, venture capital markets in the region are evolving. In 2024, startups across MENA raised $1.9bn, marking a 29 per cent decline compared to 2023. However, the number of active investors in the region grew by 20 per cent, suggesting that the venture capital market could see a rebound in 2025. In contrast, Saudi Arabian startups secured $750m, but this represented a 44 per cent drop compared to the previous year.
PR in MENA and UAE: an art of connection
Thriving startup ecosystems needs media relations specialists who can help these technological companies to stand out. In the first months of 2025, the number of inquiries for media relations increased sharply, according to Wordstat.
This highlights growing demand for PR. Many PR pros come from abroad. Some of them are established experts, but, as experts say, there is a need to combine these talents with local professionals who understand cultural nuances.
PR in the MENA region is distinct from the Western or Asia-Pacific, and each Arab nation possesses unique characteristics too. As the International Public Relations Association website further states, 'It is crucial not to ignore the significance of regional differences,' and effective strategies in one MENA country may not necessarily be applicable in a neighboring state.
'To truly establish your presence in the Arab world, your PR campaign must be targeted, localised, adapted to local conditions, and conducted in the appropriate languages.' In the UAE, dozens of local PR agencies offer support to businesses, including startups, with service costs typically ranging from $3,000 to $5,000 per month. Collaborating with them presents both advantages and disadvantages. On the positive side, local pros offer a deeper understanding of the local market and the knowledge of the Arabic language.
On the downside, many local PR specialists maintain a more traditional approach to public and media relations, viewing it primarily as the distribution of press releases to the media.
Using AI in PR in MENA
Technologies are becoming more and more prominent in business. According to McKinsey's estimates, 72 per cent of organisations worldwide have already adopted AI in at least one business function, and PR and communications is no exception.
According to Statista, 86 per cent of pros worldwide with different frequencies use AI tools with 20 per cent using them all the time. According to a recent survey, content creation is the most common task where communication professionals utilise AI, with 54 per cent of respondents indicating its use.
Data analysis ranks second, followed by background or landscape research. Other notable AI applications in PR include media relations (24 per cent), coverage reporting (20 per cent), and measuring PR impact (16 per cent).
AI can also adapt pitches and press releases to different media creating highly personalised email campaigns and increasing the likelihood of successful coverage.
PR departments in MENA should harness this technology, but see it as a complement to, not a replacement for, human interaction. Clients may use AI to inform their decisions, yet they highly value the presence of a human counterpart in their PR.
Media landscape in the UAE
Media in the UAE can be classified into English-language and Arabic-language outlets. The UAE hosts correspondents from esteemed media outlets like Forbes Middle East and The New York Times.
Dubai is home to offices of Bloomberg, Reuters, CNN, Wired Middle East, and the English newspaper Gulf News. Abu Dhabi hosts a CNN hi-tech hub, plus, here The National is published.
Engaging with English-language and Arabic-language editorial boards involves different strategies. English-speaking journalists prefer email communication and are occasionally active on X (ex-Twitter).
Arabic journalists, on the other hand, respond to email and WhatsApp, with Facebook searches often proving futile. Arabic media outlets in the UAE tend to prioritise interactions with local residents. This makes collaborating with a professional who is fluent in Arabic and, if possible, has local connections, advantageous. However, this is not a strict requirement; the key factor is the direct relevance of your product or project to the UAE.
Journalists typically receive from 200 to 300 press releases per day. Hence, it is highly recommended to follow up on your initial communication.
Without it, there's a 50 per cent chance that your press release may go unnoticed. It's crucial to note that English-language media places a high premium on exclusivity, whereas Arabic may cover news that has already been disseminated. If an Arabic media outlet approves your submission but doesn't publish it the next day, don't be alarmed; Arabic journalists often operate at a more deliberate pace, with releases typically appearing 2–3 days later.
Nonetheless, working with journalists in the UAE has some advantages over Europe and America. Just about ten years ago, it was common for journalists to request company CEOs to write articles directly. Newspapers often offer columns as part of standard advertising packages, but exceptionally high-quality content may be published independently.
Tips to get media attention
Startups operating within the MENA and in the UAE in particular enjoy a near guarantee of being covered in Arabic media. Government-related news also usually receives coverage from all media outlets. However, businesses not based in the UAE or not entering its market may struggle to gain attention.
To ensure your PR campaign thrives in the Emirates, take into account several factors:
Relevance to the UAE: your product or project should directly connect to the country. This accounts for nearly half of the success.
your product or project should directly connect to the country. This accounts for nearly half of the success. Language : while not obligatory, speaking Arabic can be a significant advantage.
: while not obligatory, speaking Arabic can be a significant advantage. Patience : adapt to the different work pace and atmosphere compared to Western counterparts.
: adapt to the different work pace and atmosphere compared to Western counterparts. Contacts : keep your journalist contact list up-to-date, as there's high turnover in UAE media.
: keep your journalist contact list up-to-date, as there's high turnover in UAE media. WhatsApp: embrace this as the primary mode of communication, as it's the most popular messenger in the UAE.
embrace this as the primary mode of communication, as it's the most popular messenger in the UAE. Personal connection: strive to build personal relationships and remember gifts on key holidays.
A successful PR campaign in the country combines local understanding with global expertise, following fundamental PR principles while adapting to the unique characteristics of the market.
By Evgeniya Zaslavskaya, founder and CEO at Zecomms.