When the Middle East media industry one day looks back on 2017 they will see a story unravel over twelve months that can be summed up in one word – change.
From the digital transformation on Arabic and English daily newspapers to PR agencies needing to be more integrated than ever before, those involved in communications across every sector have been in a state of constant evolution.
So as 2017 draws to an end and those controlling both the creative briefs and the budget look to 2018, where does PR sit?
Without a doubt, the line between great coverage and social media buzz is gone, merging into one integrated campaign that needs to deliver each and every week in the modern media age.
As one of the best Dubai PR agencies, Seven has always been a results-driven agency and as time has passed we have seen, in the main, potential partners understand that approach.
The welcoming of that mantra is also spreading across the GCC as media and all those involved in it go all out to be ahead of the game.
Where will PR be in another 12 months? Video production will move more to the heart of every campaign and social media will continue to gain more power. But at Seven we still see a story that delivers results being the key. And long may that continue.