Farah Al Alami

(In one short sentence) Please sum up your experience working as a senior comms professional in the Middle East these past 12 months.

Working in PR and comms is always a learning experience with all the new trends and limitless creativity that surround us. We need to keep ourselves up to date and operate at a fast pace to grow. I learned to think big and to continue thinking out of the box while keeping an eye on others in our industry.

From 1 (low) to 5 (high), how optimistic are you about the growth of PR and comms in the Middle East over the next five years – and why?

5. The growth is steady and will continue as we witness more organisations including PR in their leadership tables; as well as specialised PR agencies opening up and/or expanding. Moreover, the increase in the number of qualified PR professionals is a blessing.

What is the single biggest threat to the PR industry and brands in the Middle East over the next five years – and why?

The decrease in the use of traditional media in comparison to paid and digital media. I will continue to be a firm believer in the importance of traditional media and its authenticity.

What is the single biggest opportunity for the PR industry and brands in the Middle East over the next five years – and why?

I believe we now have more channels and tools to reach out to our right audience especially with digital communications and to understand them better.

From 1-5, how well do you think comms agencies in the region are addressing current digital trends?

3. There will always be room for improvement as the learning process is a continuous one when it comes to digital trends. It doesn't stop.

Which areas of comms have become more influential within organisations over the past 12 months (eg corporate affairs, brand marketing PR, public affairs, healthcare comms? Or any other?) – and why?

I believe all areas have become more influential together. It is all about integration and the use of all is a must. However, it could be that in the previous two years healthcare comms within companies has increased due to the pandemic. I also believe internal communications has grown significantly.

Which single channel has become significantly MORE powerful for organisations/brands over the past 12 months (eg earned, paid or owned media, social media, experiential/events?) – and why?

Social media and digital advertising have compared with previous years.

Which single channel has become significantly LESS powerful for organisations/brands over the past 12 months (eg earned, paid or owned media, social media, experiential/events?) – and why?

Probably events due to the restrictions because of COVID-19 – but in 2022 we are seeing it growing back gradually. Events are an important component of what we do.

And which organisation/brand/person in the region has enjoyed the best year in terms of building brand trust and reputation? (Please name one – not your own organisation or client.)

I would say start-ups and health techs in general are doing great from a communications perspective. Looking at Abu Dhabi, I would say the Abu Dhabi Residents Office – being part of the  Abu Dhabi community, I've witnessed its smart campaigns and powerful messaging.

(In one short sentence) Name one key insight or skill that you’ve acquired over the past 12 months that has transformed your professional or personal life?

I think I learned more about change management and the ability to adapt. I also made it a goal to motivate team members more, appreciate others more than ever and drive better/more deliverables.