Dubai, 29^th November 2024

MCG Talent, a leading global recruitment agency specialising in marketing, communications, creative, and digital sectors, has partnered with the Middle East Public Relations Association (MEPRA) to release a groundbreaking industry report: Public Relations: Trends, Technology & Talent, Middle East.

Drawing on over 15 years of experience, MCG Talent has collaborated with 12 distinguished experts from across the PR landscape to explore the key trends, technological innovations, and evolving talent needs shaping the Middle East’s public relations industry.

Expert Insights Driving the Industry Forward

This report features contributions from leading voices in the PR space:

Justin McGuire, CEO & Co-Founder of MCG Talent

Jon Barber, VP of Marketing and Communications at TECOM Group

Mazar Masud, Senior Director, Global Corporate Communications at M42

Louise Jacobson, Managing Partner at Brazen

Mazen Nahawi, CEO and Founder of CARMA & Socialeyez

Kate Midttun, CEO and Founder of Acorn Strategy

Justin Kerr-Stevens, CEO of BLJ Worldwide

Ikram Al Yacoub, Managing Partner and Head of Instinctif Saudi

Abeer Abdalla, Storyteller-in-Chief at words, noise & pictures

Margaret Flanagan, Co-Founder of Tales & Heads

Lisa King, Co-Founder of Tales & Heads

Alexander M. Wegner, Partner & Head of Public Policy, MENA at Instinctif Partners

Their insights address the significant changes transforming the PR sector, including the impact of artificial intelligence (AI), the growing focus on internal communications, and the competition for top-tier talent in the region.

Highlights from the Report

Trends in the PR Industry

The PR landscape in the Middle East is evolving rapidly, driven by technological advances, shifting regional dynamics, and changing expectations. One of the most significant trends highlighted in the report is the rise of artificial intelligence (AI), which is reshaping the way PR professionals work. As Justin Kerr-Stevens, CEO of BLJ Worldwide, explained, “The obvious technological change has been AI, and we’re certainly starting to see clients who are quite willing to take that step.”

The report also points to a growing emphasis on internal communications, which have become a much higher priority across the region, particularly after the pandemic. As Margaret Flanagan, Co-Founder of Tales & Heads, reflected, “There’s definitely been a continuation of lots of trends that started during the pandemic that have since snowballed and amplified. Internal comms is a much bigger focus in the region. That trend definitely continues.”

Alongside these developments, the report touches on the increasing importance of corporate culture and purpose in shaping the workplace and the relationships with clients and customers. Another key trend is the shift in focus from Dubai to Abu Dhabi, which is increasingly positioning itself as a key business hub in the region.

Artificial Intelligence in Public Relations

AI continues to have a profound impact on the PR industry, revolutionising areas such as content creation, data analytics, and campaign optimisation. Mazen Nahawi, CEO and Founder of CARMA, shared how his team is leveraging AI, “We are deep, deep into AI and we are using it across data capture, data filtration, data sampling, data mining, summarisation, analytics, correlations, querying, prompting, searching, even for coding on new technology platforms. There are uses in everything you can imagine.”

Despite the clear advantages, AI’s rise raises concerns about its impact on jobs within the industry. According to a recent poll conducted by MCG Talent, 71% of respondents expressed concern that AI will replace jobs, while only 29% expect it will create new opportunities. However, as Justin McGuire, CEO of MCG Talent, pointed out, AI will never replace the human creativity that is at the heart of PR. “AI will never replace the individual creativity that people bring to the table. It doesn’t grasp all the cultural nuances, especially in regions like Saudi Arabia, where much of that understanding isn’t readily available online.”

The report also addresses the ethical challenges AI presents, particularly in terms of authenticity and credibility. As Margaret Flanagan noted, “When you’re looking at earned media, when you’re looking at press releases and opinion editorials and other written content or images that go to media, we have a very clear responsibility to either label things as AI-generated or make sure that they are human-generated.”

PR Talent in the Middle East

The Middle East PR talent pool is both abundant and competitive. While there are many applicants for roles, finding professionals with the right skills, experience, and regional knowledge is increasingly challenging. Alexandar M. Wegner, Partner & Head of Public Policy at Instinctif Partners, explained, “As an industry, in the Gulf region and globally, PR has come a long way. Clients are expecting more and more from industry players, and first-rate talent – from the best universities, with experience at the best agencies, a deep understanding of the region, and Arabic-language capabilities – is key to winning and retaining clients.”

The report delves into the competitive talent market in Saudi Arabia, the UAE, and Qatar. Jon Barber, VP of Marketing and Communications at TECOM Group, who has worked in both Saudi Arabia and the UAE, shared, “Both markets share more similarities than differences, though, and the key takeaway is this: whether you’re operating in the UAE or Saudi Arabia, a deep understanding of the local culture and a commitment to building relationships are essential for success.”

The report also explores the growing significance of Qatar, where the PR industry is experiencing rapid growth and demand for skilled professionals is soaring. Justin Kerr-Stevens, CEO of BLJ Worldwide, noted, “The Middle East PR Association is really big in Qatar. We had our first networking event and 85 people joined from about seven other agencies. The average is 35-50 for these events so we’re punching above our weight, I think, in Qatar.”

Other key issues addressed in the report include the development of local talent, the challenges around salary expectations, talent retention, and the importance of diversity, equity, and inclusion (DE&I) in the PR sector.

About MCG Talent

MCG Talent is an experienced recruitment agency operating since 2010. They have a wealth of knowledge in their specialised areas: Marketing, Communications, Creative and Digital sectors. As committed professionals, MCG Talent is known for connecting top talent with agency, corporate and government businesses.

To read the full report, click here: https://www.mcgtalent.io/campaigns/public-relations-trends-technology-talent-middle-east/

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