Author: Rahul

Brands operate in a landscape where change is constant, and predictability is rare. With recent ongoing events across the Middle East, economic fluctuations, and shifting consumer expectations, communication becomes a strategic pillar that can shape perception, build trust, and safeguard reputation.

Brands during these times question what they should do differently to stay relevant and trusted. As businesses grapple with unpredictable markets and changing public sentiment, some PR services have emerged as especially critical. The Middle East and Africa PR tools market, valued at approximately $250 million two years ago, continues to expand at a steady pace of around 10% annually, and is foreseen to reach $523.2 million by 2031, driven by rising demand for reputation management, crisis communication, and stakeholder engagement.

Public relations today is about listening, understanding the climate, and responding with empathy and agility. Here are the Top 5 PR services in demand.

1. Crisis Communication Planning 

In uncertain times, every brand needs a plan for the unexpected. Crisis communication has moved from visibility to a necessity. Brands across many industries need to develop playbooks that anticipate reputational risks, outline clear protocols, and ensure that, when a crisis hits, communication is swift, transparent, and consistent.

2. Media Messaging and Narrative Guidance 

The nuances of what to say and when to say it are more important than ever. In recent days across the Middle East, businesses are seeking expert advice on shaping narratives that are sensitive to current events and public focus. PR teams are helping brands avoid tone-deaf statements and guide them to communicate authentically and make meaningful contributions across their sectors.

3. Internal Stakeholder and Investor Communication

Uncertainty breeds questions and concerns from investors, partners, and other stakeholders. Proactive, regular updates are now a top priority. PR professionals are helping companies create tailored communications that address operational changes, reassure stakeholders, and maintain stability even when the future feels unclear.

4. Digital PR and Online Presence Management 

With less in-person interaction, brands are doubling down on digital presence. PR services now include managing online reputation, launching press release campaigns, and using social platforms to maintain visibility. Brands are also exploring virtual events, webinars, and online community-building as ways to stay engaged.

5. Customer Communication and Reputation Management 

Customers crave reassurance. The brands that succeed are those that communicate frequently, honestly, and with empathy. PR services include designing customer update programs, handling crisis FAQs, and monitoring feedback channels to address concerns before they escalate.

These PR services build lasting trust during uncertain times. As demand for these specialised offerings grows, brands that invest in strategic communications are the ones best equipped to not just weather uncertainty but to emerge stronger on the other side.

In the UAE, with more than 200 nationalities living and working in the country, language is more than a translation exercise, it needs to be a strategic decision, as it merges with culture, business, and identity.

Walk through any UAE mall and you’ll hear announcements in Arabic and English back-to-back. Public spaces don’t pick one language; they use both because they know their audience expects it. 

Then why shouldn’t your news, features, opinions and interview content work the same way?

If you want to be seen and trusted in the local market, and grow your business while reaching a wider audience, communicating in just one language or more so, not communicating in the official language.

Arabic is Essential

Arabic is spoken by around 420 million people worldwide. While it is the official language of the UAE and the wider Middle East, it is also the language of government, public sector communication, and many senior decision makers across the region. Not localizing communication means driving away opportunities before they even reach your desk. Companies could risk losing new business leads and engagement. Moreover, key investors, stakeholders, and potential partners may never fully understand your message or may not engage with it at all. 

Why Bilingual PR Works

The UAE has a strong Arabic media ecosystem that includes major outlets such as Al Bayan, Al Khaleej, Emarat Al Youm, and more. These Arabic outlets reach millions of readers across the GCC and wider Middle East through print and digital platforms.

When you pair Arabic with English, your message travels further. English covers trade, business and international media and expat audiences, while Arabic ensures that local media, government bodies, and regional stakeholders understand and engage. The result? More visibility, wider media pickup, and stronger connections.

Local Language Builds Trust

Communicating in the audience’s language builds trust. Key stakeholders feel heard and valued, your brand appears committed to the region. Additionally,your announcements resonate more during high-profile campaigns or sensitive news. 

When Arabic media picks up your story, it gains added prominence in the UAE because people see it as important enough to feature in the local language. In other words, speaking Arabic doesn’t just communicate, it amplifies the impact of your message. This allows your brand to grow and build natural trust in the market.

Adding Digital Value

Publishing content in both languages also strengthens your online presence. Arabic improves local SEO, helping your news get discovered in regional searches, while English ensures international visibility. Multilingual content is meant to be shared and remembered. With high digital and social media engagement in the UAE, content really matters. In fact, there were over 11 million individuals using the internet in the UAE in early 2025, reflecting the massive appetite for online content in both languages.

Don’t let your news get lost in translation. Connect with Sherpa advisors to understand how you can structure your next communications campaign. 

https://sherpacomms.com/contact-us/

Regional instability changes the communications landscape immediately. News cycles accelerate, social platforms amplify fragments of information, and stakeholders begin looking for signals of reassurance.

For global companies operating in the UAE, whether headquartered locally or managing Middle East operations from overseas, the priority is not speed. It is discipline. In sensitive periods, reputation is protected through accuracy, alignment, and measured communication.

Here is a structured approach to follow.

1. Anchor messaging to official government sources

Credibility begins with sourcing. During periods of uncertainty, organisations should rely exclusively on verified government channels.

At a national level, this includes updates from the UAE Government, the Ministry of Defence, the Ministry of Interior, the Ministry of Foreign Affairs, and the National Emergency Crisis and Disasters Management Authority. Official reporting from the Emirates News Agency (WAM) provides confirmed updates at a federal level.

At an emirate level, companies should monitor verified media offices including the Abu Dhabi Media Office, the Government of Dubai Media Office, and equivalent official entities across Sharjah, Ras Al Khaimah, Ajman, and Fujairah.

Over-indexing on one emirate’s updates can unintentionally narrow perspective. A nationally balanced view is essential.

Amplifying unverified information, even indirectly, contributes to unnecessary panic and carries reputational and legal risk. In the UAE, the spread of misinformation is subject to strict penalties. Responsible sourcing is not optional; it is a leadership responsibility.

2. Align global headquarters with local realities

For multinational organisations, misalignment between global commentary and local context can create avoidable exposure.

Statements drafted overseas may overlook regulatory nuance, cultural sensitivity, or the tone required in the region. Regional leadership should review and approve any external communication referencing local developments before publication.

At the same time, partners and customers across the region may be receiving fragmented updates from international media or overseas networks. Where appropriate, a short, factual note acknowledging awareness of the situation and reaffirming adherence to official guidance can provide reassurance. The objective is not to analyse events, but to demonstrate stability and responsibility.

A brief, measured note to regional stakeholders can make a material difference. Acknowledge awareness of the situation. Reaffirm that the organisation is monitoring verified government sources. Confirm business continuity where applicable. Express support without speculation.

Clear, locally grounded communication reinforces confidence.

3. Resist the urge to fill silence

Not every situation requires a public statement. Silence, when intentional and disciplined, can be more powerful than commentary.

Unless your organisation has a direct operational role in the matter, such as in aviation, infrastructure, logistics, healthcare, or essential services, restraint is often the most strategic course. Periods of instability are not opportunities for opportunistic thought leadership.

Audiences are not looking for corporate opinion. They are looking for composure.

4. Review the timing and tone of ongoing communications

Scheduled campaigns, celebratory announcements, or promotional messaging should be reassessed in light of the broader environment.

Even unrelated content can appear misaligned during sensitive periods. This does not require a complete halt in activity, but it does require judgement.

Coordinate closely with regional communications leads before releasing new announcements or commentary. Context determines perception, and perception determines reputation.

5. Reinforce trust through clarity and coordination

During uncertainty, clarity builds trust more effectively than volume. If communication is necessary, keep it factual, proportionate, and anchored in confirmed guidance. Avoid dramatic language, speculation, or emotionally charged positioning.

All external messaging should be reviewed in coordination with the regional communications team to ensure appropriateness, tone, and compliance with local regulations. Consistency across markets is critical, but so is sensitivity to the region in which you operate.

Stakeholders will assess leadership not by how much you say, but by how responsibly you say it.

Stability Is Communicated, Not Assumed

In the UAE and across the wider GCC, credibility is closely tied to measured leadership. During uncertain periods, organisations that remain disciplined, nationally aligned, and grounded in official guidance strengthen long-term trust.

That is not simply crisis management. It is responsible brand stewardship.

As originally published by Communicate ME. 

Every year as Ramadan approaches, a familiar pattern emerges among business leaders: “Should we pause communications?”, “Is it better to wait until after Eid to make noise?” In many companies, especially in the B2B world, this instinct translates into going silent for the month — slowing down PR, social, and external storytelling until life “returns to normal.”

But here’s the thing: Ramadan isn’t a pause button. It’s a different rhythm of business — a meaningful, culturally significant period full of unique opportunities. In 2026, with Ramadan expected to start around mid-February, brands that stay quiet risk missing out on real engagement with customers, partners, media, and communities.

And importantly, Ramadan isn’t just a consumer moment.

Ramadan Is a Time of Reflection and Active Engagement

Yes, many people fast during daylight hours. But evenings, especially just after Iftar and into the late night, are vibrant, social, and increasingly digital. Screen time and online activity spike as people unwind, connect with family, and engage with content and brands far more than during regular days. Research shows that media consumption and online behaviour increase during Ramadan, with people spending more time browsing, shopping and exploring new content after sunset.

This shift matters for B2B brands too. Decision-makers like CEOs, founders, tech leads, procurement heads are not “checked out.” They’re online, they’re reading, they’re opening emails and DMs, and they’re shaping plans for the year ahead. Ramadan becomes an ideal time to place thought leadership, insightful commentary, and strategic narratives that set the tone for Q2 and beyond.

Don’t Go Quiet, Talk With Purpose

Instead of silence, what works is purposeful communication. Ramadan is a context, not a constraint.

There are so many strategic storytelling methods other than just ‘Ramadan greetings’. For example:

• Insight releases: Journalists and business audiences value content that helps explain trends and shifts as the new year begins. The media considers these as “evergreen content”. Journalists and business readers love useful data, especially when it helps them explain broader trends.
• Reflection pieces: Thoughtful commentary on what your business learned last year, especially when backed by real numbers, helps build credibility. Sharing these insights early in the year also positions you as a voice of understanding, not just noise.
• Cultural relevance: A message about how your business is supporting employees or partners during Ramadan, like flexible hours, hybrid work, virtual collaboration, or special team initiatives, isn’t small talk. It’s leadership visibility that resonates with internal and external audiences alike.

Ramadan Isn’t Just Consumer-Led

You might think Ramadan affects only consumer habits. But in fact, business behaviours shift too.

For instance, in the UAE and across the wider GCC, working hours are officially shortened during Ramadan, and many organisations adopt flexible schedules. This creates different windows of activity. Though mornings are quieter, evenings and late nights become prime times for engagement, review, planning, and content consumption.

Additionally, while many brands think of Ramadan as “a time for deals,” the region’s thoughtful shift toward purpose-driven consumption also plays out in B2B. Stakeholders respond well to narratives about sustainability, impact, and long-term value, all of which align with Ramadan’s deeper themes of reflection and generosity.

Ready to make Ramadan 2026 part of your strategic narrative? Contact us. 

If you’re reading this, chances are you’ve heard whispers like: “We’ll do PR when we have big news,” or “Isn’t PR just writing press releases?” You’re not alone, these myths persist, and it’s not your fault. PR has changed rapidly, especially here in the UAE and the broader Middle East, so time to debunk a few popular misconceptions and bring the truth into focus.

Myth 1: PR is just press releases

It’s easy to see why this one persists. This would be equivalent to claiming that social media is solely for sharing images. In actuality, a press release is only a small portion of what public relations actually does.

Building credibility with decision-makers, partners, and customers, the people who matter most to your business, is the art of public relations (PR) for business-to-business (B2B) brands. It all comes down to trust, storytelling, and thought leadership.

Sometimes it is necessary for decision makers to understand that PR isn’t short for “press release” but “public relations”, a process that helps brands build meaningful relationships and drive business impact. Your story is your currency, particularly in the UAE, where personal networks and reputation are highly valued. No advertising campaign can open doors like a well-timed article in a Tier 1 Business or industry focused publication, or an industry insight presented at a local event.

Myth 2: We only need PR when there’s news.

Ah, the “we’ll do PR later” approach, every PR professional’s favourite. The problem? If you only call your PR agency when there’s an announcement, you’ve already missed half the opportunity.

When you only reach out to journalists or audiences during launch week, though the agency might not be, you as a brand are a stranger asking for attention. But when you’ve been consistently present, through expert commentary, thought pieces, or social storytelling, the audience is already familiar with you when the big news arrives.

Customers need to know, trust, and believe in your brand before they buy. That trust doesn’t happen overnight. Recent reports show that 90% of B2B marketers now consider PR critical to their go-to-market strategy, precisely because it drives that long-term visibility.

Consistent PR is essential in a market as fast-paced as the UAE, where consumers are continuously inundated with new goods and services; it’s what keeps you relevant in between the “big moments.”

Myth 3: PR doesn’t drive sales.

This one might be the most persistent and in our opinion, the most unfair. For years, PR was measured only in column inches and media clippings, not ROI. But that’s changing fast. Recent data shows that B2B growth leaders are more than twice as likely as laggards to have PR integrated with their marketing and sales functions. In other words, when PR and sales work together, results follow.

Even though it’s not always evident, public relations frequently have a direct impact on purchasing decisions in the UAE, where business relationships are based on trust and reputation. That article you wrote for Arabian Business about thought leadership? It could be the reason a prospective customer consented to a meeting. Your CEO’s interview with The National? It might be the legitimacy a reluctant partner required to commit.

No, PR won’t replace your sales funnel. But it absolutely fuels it, by keeping your brand visible, credible, and top of mind.

Myth 4: Anyone can talk to the media.

Technically true, anyone can talk to the media. But not everyone should.

There’s a big difference between “sending a press pitch” and building a meaningful media relationship. Journalists can spot a mass email or poorly framed pitch from a mile away. They know when a spokesperson hasn’t been prepped. And they know when a brand’s story doesn’t actually align with their readers’ interests.

In the UAE, where both Arabic and English media landscapes are highly nuanced, relationships matter even more. A good PR agency knows which reporters cover your industry, how to tailor your story for regional relevance, and how to navigate everything from embargoes to government sensitivities. It’s part strategy, part art, and part diplomacy.

So yes, anyone can talk to the media. But if you want to make headlines for the right reasons, it pays to have people who understand how the system works.

The Truth: PR is an Investment, Not a Cost

If you’ve believed one, two or all of these myths before, don’t worry, even some of the biggest companies have. The truth is that PR today isn’t about vanity metrics or “making noise.” It’s about building trust, credibility, and visibility in a crowded marketplace.

In the UAE and across the GCC, where reputation drives opportunity, good PR doesn’t just make your brand look good, it makes it believable.

So the next time someone says “Let’s wait until we have news,” or “Does PR really impact our bottom line?”, you’ll know better.

Because the brands that invest in consistent, strategic PR aren’t just the ones people read about. They’re the ones people trust.

 For a tailored PR strategy to elevate your business, contact us.

Dubai is one of the most exciting places in the world to grow a business brand. The competition is fierce, the market is fast paced, and the opportunities are endless. But with so many businesses vying for attention, simply having a great product or service is  no longer enough.  What your brand needs is visibility, credibility, and consistency. That’s where the right PR partner comes in.

Whether you’re expanding into the UAE market for the first time or scaling your regional presence, here’s what you should look for when choosing a PR agency that can actually move the needle for your business in the right direction. 

1. Industry Experience That Shows

B2B communication is a different beast altogether. It is not about flashy campaigns, but about trust, authority, and insight. A good PR partner will understand your industry inside out, from the jargon to the decision-making cycle.

It is important to ask for examples or case studies that show tangible results — not just coverage, but what that coverage achieved. Did it drive inbound leads? Open doors for partnerships? Increase share of voice? Most importantly, does the targeted audience know the brand? These are the signs of a PR team that knows how to translate storytelling into business outcomes.

According to Gartner, over 70% of B2B buyers read at least three pieces of content before ever talking to a vendor. That means your PR partner’s ability to position you as a credible voice matters more than ever.

2. Wide and Real Media Reach

Dubai’s media scene is vibrant and diverse, from legacy titles like Gulf News, Khaleej Times, and Arabian Business to niche trade publications, podcasts, and a growing number of digital-first platforms.

An agency that already has strong relationships with editors and journalists across these outlets can make sure your story lands where it matters. And as reports show that 100% of UAE residents are active on social media, look for a partner that knows how to extend that visibility online, through organic sharing, thought leadership, or smart amplification.

3. Quick on the Draw

Timing is everything in PR, so knowing what to talk about is not everything, your PR partner should guide you on what to talk about and when. 

A proactive PR partner will be quick to spot opportunities, whether that’s a breaking news story you can comment on, a last-minute speaker slot, or a potential issue that needs to be handled before it snowballs. A good PR partner should be one that does features tracking, newsjacking, industry news monitoring and much more.

4. Data That Drives Strategy

In a market that is changing and developing everyday, instinct will not take you far. You need a PR partner that backs strategy with insights and  analysing on what’s working, what’s not, and where your voice sits compared to competitors.

While some tools can help track sentiment, coverage quality, and share of voice, more important is how your agency interprets the data. The best ones turn metrics into decisions: what message to double down on, which outlets to target next, and how to refine your positioning over time.

5. Local Understanding, Global Thinking

Dubai’s audience is unlike any other. It’s global, multicultural, and highly business-savvy. A PR agency that understands the local nuances, from cultural references to regulatory sensitivities, can help you tell your story in a way that resonates here, without losing your international brand voice.

This local insight often goes beyond messaging. The right partner will prepare international spokespeople for the region, advising them on what topics to emphasise (and which to avoid), how to correctly address Emirati dignitaries and officials, and even what’s appropriate to wear at events or media interviews. These details might seem small, but they can make the difference between being seen as “just another global brand” and being recognised as one that genuinely understands the market. 

Themes like sustainability, innovation, and the UAE’s Vision 2030 are always high on the media agenda. The right partner will know how to weave your brand narrative into these bigger conversations authentically.

 For a tailored PR strategy to elevate your business, contact us.

Communication is often seen as a support function instead of a key driver, but in markets like the UAE, where residents spend an average of 8-10 hours online each day, visibility is essential. Discovery, lead generation, and ultimately sales all depend on how consistently the brand communicates with the market, given the right information to its stakeholders.

As the year draws to a close, the companies that have a communications plan carrying them through Q4 will not only navigate the noise but also outpace competitors who scramble for attention at the last minute.

The year-end rush and market realities

Q4 is the region’s busiest communications season, with budgets, retail campaigns, and mega-events like GITEX, ADIPEC, and National Day creating a saturated media landscape. With newsrooms overwhelmed, only brands that plan early and pitch strategically will break through. Success lies in establishing thought leadership, strengthening digital presence through SEO and LinkedIn, and using data-driven storytelling to add authority. Customer success stories provide powerful third-party validation, while combining PR with digital formats—podcasts, LinkedIn articles, video, webinars—and strong event presence ensures consistent visibility across channels.

Tactical B2B focus areas until year-end

Here is a quick checklist of things for brands to consider.

September: Lay the groundwork with thought-leadership and preview features in business and tech titles gearing up for GITEX and other major events.

October: Drive visibility through daily interactions at exhibitions and conferences. This can be in the form of interviews, expert commentary, and video snippets anchored around flagship gatherings such as GITEX, ADIPEC, and Big 5.

November: Shift gears towards year-in-review storytelling, offering reflections on market resilience and lessons learned in 2025.

December: Close strong with forward-looking predictions for 2026 while preparing January campaigns to avoid a post-holiday dip.

Common mistakes to avoid

The biggest pitfall for brands is leaving communications planning until the last minute, by which point the most valuable media opportunities are already gone. Another common misstep is to expect a single announcement to break through when competitors are stretching every piece of content into multi-layered campaigns.

Many also fall into the trap of self-promotion, focusing on their own products and achievements rather than offering market insights and thought-leadership that the media and professional community are looking for. The easy question to ask is, “If you are not an employee of this firm, what stories would you click on to read”.

Finally, too many brands still overlook Arabic-language media, despite the fact that Arabic remains the language of government and many institutional partners in the region, making it essential for visibility and credibility.

Brands that enter Q4 without a plan risk fading into the background. Those that integrate communications into strategy, back their narratives with data, bring customers into the story, and amplify across multiple touchpoints don’t just survive the seasonal clutter, they navigate it in style.

Summer is often synonymous with downtime. Decision-makers take holidays, inboxes are quieter, and sales pipelines may slow. But for savvy B2B brands, this seasonal lull isn’t a reason to disappear; it’s an opportunity to stand out. With less noise in the media and online, the summer months present a golden window to increase visibility, build brand equity, and stay top-of-mind for prospects and partners. This is where a strong PR strategy becomes your biggest asset.

The Summer Slump: Real or Reinvention Opportunity?

It’s no secret that B2B engagement typically dips in the summer. It is commonly said that email open rates and website traffic often decline by up to 20% between June and August. However, this period also sees less competition for media attention, making it easier for your brand story to cut through.

Rather than going quiet, brands that lean into storytelling, thought leadership, and strategic visibility can build momentum during this quieter time. PR isn’t just about crisis management or product launches; it’s about consistent brand presence. And summer is a prime time to sharpen that presence.

Lean Into Thought Leadership

When media outlets experience a slowdown in hard news, they turn to commentary and analysis. That’s your chance to shine.

Use this time to pitch opinion pieces, offer expert commentary on industry trends, or share data-backed insights that showcase your leadership. For example, if you’re in the logistics or fintech sector, highlight how summer trends are impacting the global supply chain or regional digital payments.

Launch “Evergreen” Campaigns

Not every campaign needs to be tied to a product or event. In fact, summer is perfect for launching evergreen PR content, i.e., stories that have long-term value and aren’t season-dependent. Case studies, behind-the-scenes looks at company culture, or purpose-driven initiatives like sustainability goals or DEI progress can gain traction during this time. These campaigns don’t just fill the calendar; they humanise your brand and build trust.

Tap Into Industry Events and Awards

Summer might feel slow, but many sectors, especially in the Middle East, gear up for Q3 industry events and awards. Positioning your executives for speaking opportunities or nominating your business for relevant awards can pay dividends. These not only build brand authority but also generate shareable media coverage and social proof. PR support ensures that your nominations, speaker bios, and coverage are strategically pitched and maximised.

Optimise Owned Channels for PR Amplification

Good PR doesn’t end with a media placement; it starts a conversation. Use the summer period to repurpose earned media across your blog, newsletter, and social media. This kind of content recycling boosts ROI and drives organic engagement when paid ad activity is typically reduced. According to Content Marketing Institute, 72% of successful B2B marketers repurpose content to reach new audiences, and PR-driven stories make for ideal repurposing material.

Stay Agile and Plan Ahead

PR isn’t just about reacting to trends; it’s about anticipating them. Use the summer slowdown to plan your Q4 narrative. Is there a major product launch or partnership on the horizon? Do you want to own a key conversation by the time GITEX or other regional events roll around?

A proactive PR partner can help you map out a media timeline, sharpen messaging, and identify gaps in visibility before the busy season hits.

Don’t Let the Summer Slump Dim Your Brand

Summer can be quiet, but your brand doesn’t have to be. With the right PR strategy, you can maintain momentum, deepen audience engagement, and emerge stronger when business activity resumes in full.

At Sherpa Communications, we help B2B brands turn seasonal slowdowns into strategic wins. Whether you’re looking to boost thought leadership, amplify media presence, or plan for the quarters ahead, we’ve got your back.

Ready to stay visible when others go quiet? Contact us at [email protected] to see how we can support your summer PR strategy.