The rise of digital and the decline of print media is nothing new – but the effect it is having on the GCC media landscape is evolving on almost a monthly basis.
In the past a classic PR campaign in Dubai and Abu Dhabi would cover the major media platforms in the two cities with a nod to generating coverage in key markets such as Saudi Arabia.
But is that really how people consume stories these days?
Increasingly, people in Dubai will take in elements of local media, dip into stories from across the GCC and also consume all sorts of information on social media. The same applies to the large markets right across the GCC.
The challenge in Middle East PR, more than ever, is taking a story and knowing as accurately as possible who the target market is and what the touchpoint for that story will be.
Content and a good old-fashioned strong story will always be at the heart of what a PR agency does, but everyone has to avoid speaking to either the wrong people, or in the worst case scenario nobody at all.
At Seven that is a challenge we take on and solve daily – and as ever the proof is always in the positive effect your PR campaign has on the bottom line.