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About us

Sherpa Communications originates from the word ‘Sherpa’ also known as ‘elite mountaineers and experts in their field' – a talented team of driven professionals that thrive on achieving the best results. At Sherpa Communications, we are more than just a Public Relations firm. We operate as your full business partner and advisor, providing strategic business counsel, quality consultation and strategic communication advice. We are passionate about communications, and our role is to challenge traditional thinking with innovative solutions to address the complex landscape. We support businesses of any size and structure across various sectors - from B2B to B2C industries. We’ve mastered the traditional ways of PR and grew up together with the new media; our solutions span across strategic communications, reputation management, creative campaigns, stakeholder and community relations, content creation, digital and social activities.


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What brands should consider when thinking of a regional outreach campaign for their brand

Before embarking on a PR campaign in a new market, it is important for brands to clearly understand the country’s media landscape and market dynamics. This understanding will help brands harness its potential, for example, through pitching stories into the media, or whether a marketing budget may be needed to boost campaigns or even just to understand what sort of news is interesting and relevant to reporters in a particular market. This exercise becomes even more critical if you are a global brand entering the Middle East market and as such, it is better to outsource this to your PR partner who can then help you with a complete analysis and report of the market. Here are some considerations brands need to take into account when planning media outreach in new markets: News: The basis of any good PR campaign is the news or story being told. Brands, therefore, need to make sure they have strong news which is likely to be of interest to the local media. The news should be something which will make an impact on the local community. It would ideal if it supported government initiatives in some way. Your trusted PR partner will be able to advise on the most powerful angle for your campaign, help define key messages and localize content to make it more relevant. Understand local geographies: All Arab countries cannot be painted in the same colour, despite sharing a common language. Each country has its own culture and national agenda, which in turn influences the media landscape. For example, reporters in Kuwait favour market insights and in-depth thought leadership stories over community-based stories. On the other hand, community-based stories are sought-after in Jordan. This holds true for the UAE and KSA as well, where human development and female empowerment are themes being supported by the national agenda. Understanding these differences is key to the success of your campaign. Defining the right contacts: Different reporters cover different beats. For a campaign to be successful, one must find the right media contacts to tell the story in the right way. It is best to engage a locally based PR agency that has a strong network of contacts, understands the market well and can provide the right advice to ensure your message reaches the right audience. Local language nuances: Arabic is one of the most widely spoken languages in the world. The population of the Arab world is around 369.8 million people, with a geographical area stretching from Morocco to Dubai. With such a large space to cover, it’s no wonder that this language has so many different and important dialects. Being aware of the nuances of the local dialect is an added advantage while dealing with media and helps you form stronger relationships. For example, Egyptian Arabic is a blend of the Coptic language (the native language in Egypt prior to the Arab Conquest) and Classical Arabic. Maghrebi Arabic, which is spoken in many parts of Africa such as Morocco, Algeria, Tunisia, Libya, Western Sahara, and Mauritania is heavily influenced by French, so brands undertaking press outreach in these areas will require materials to be translated into French as well as Arabic for maximum success. The Middle East is a diverse and culturally rich geography and one which is developing very fast across all areas. At Sherpa, our team understands the market dynamics and has strong networks across the region. If you are a brand that is planning to enter this region and want to reach out to the media here, drop us a line on so we can advise you on the best steps for an effective campaign.
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Four Advantages of Working with a Boutique PR Agency

Businesses that actively engage in press outreach are more likely to capture the attention of customers and prospective clients, as well as achieve the kind of business results that create long-term success. If you are a business on the lookout for a PR partner, a boutique PR firm may work very well for you.   A boutique Public Relations firm is a stand-alone business or agency that offers PR services for businesses of all sizes. It can offer you several advantages and benefits that a global firm may not be able to. Some of these are as follows:  

1- Agility and Flexibility

  Large agencies often require more processes, more approvals and more levels of authority than smaller ones. This could result in potential roadblocks and a slower pace of work. For clients who want to move fast, a boutique PR agency could be a better option. Such agencies are nimble and can quickly respond to client needs while maintaining creativity. Turnaround is faster because there are fewer layers. Boutique agencies are also highly flexible because often their success depends on this very ability. Each team member must be an expert at his or her job and develop additional skills, depending upon the project. Each person is also exposed to a broad array of tactics and learns when to use each tool to solve a range of client challenges. The team is focused on client goals, not necessarily his or her defined role. In other words, flexibility is literally wired into boutique PR firms.  

2- More focus and senior involvement

  Because of the smaller scale, professionals at boutique firms are often closer to their clients and spend more time helping them achieve their business goals. They also often have fewer clients, which means they can place a greater focus on your business. They have more time to spend on achieving your PR objectives and creating a relationship with you. Boutique firms usually comprise seasoned professionals with years of industry experience. This means that you, as a client, will benefit from plenty of senior-level involvement and counsel.    

3- Billing and Value

  With lower overhead concerns – including office space and employee count – boutique firms are often more affordable. This is an advantage for small businesses who don’t have huge budgets. Further, clients get excellent value for their money. Boutique firms are committed to continual improvement and willing to go the extra mile, while remaining budget-friendly.  

4- Innovation and Creativity

  Smaller agencies typically do their best to think out of the box and are not constrained by processes and management layers. This in turn, results in innovative campaigns and creative ideas for you as a client. When it comes to agency work, creativity and innovation is the name of the game and while boutique agencies are not only more willing to try new things, it is also often their bread and butter.   If you are on the lookout for a PR partner to help you achieve your communication and business objectives, reach out to us today on +971 4 3873443 or  
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