MENA has unrivalled energy and sheer potential for growth

The quality and breadth of PR and comms in the Middle East is impressive, but this year we will challenge the industry to go further.

It was a huge pleasure to open the PRCA MENA Awards last month in Dubai.

For one reason in particular - the awards always provide a handy snapshot of the quality and breadth of the PR and communications work across the region.

And I was once again hugely impressed by the campaign work that was on show. Creativity, challenging ideas, and – crucially – measurement and evaluation that truly gets to the heart of why the campaigns worked.

I have a certain perspective on this. If you’re not already aware, the PRCA operates not only in Dubai, but also in the UK and Singapore. We also manage ICCO, the umbrella body for 41 PR associations around the world. So on my travels, I have the privilege of gaining some hugely valuable comparisons from one region to another, and one country to another.

And I am always bowled over by MENA’s unrivalled energy and sheer potential for growth.

Talent remains a challenge, of course, in MENA and indeed right across the world. And so the work that the PRCA does to contribute towards the development of valuable new skills is vital. We’ll never rest on our laurels in developing training and professional development that is relevant and truly useful to an industry that is always reinventing itself.

2019 is the year that we will challenge the industry to do even better to grow, to strive for broader skills, to diversify, and to make clients think even further about what PR can achieve.

That’s why we continue to develop our services across MENA; in Dubai, Egypt, Lebanon, and Saudi, and with much more in the way. We’re proud to make our contribution toward raising standards and challenging practitioners to be ethical and professional wherever we can.

PR and communications is a truly international industry – and for any such industry it is imperative that its representative body is just as international in its outlook.

The professionalisation of this industry, combined with the proliferation of new skills, means that we face the next 50 years with enormous opportunities.

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