PR remains a highly relevant activity for businesses because of how people discover and evaluate brands. Audiences are constantly exposed to information across news sites, social media, Google search, and word of mouth, and they rarely rely on a single source to form an opinion. In this kind of environment, brands need more than just visibility. They need credibility that shows up consistently in different places. PR plays a key role here because it builds awareness organically through third-party endorsement, rather than direct promotion.

Sherpa Communications asked different businesses and analysed why they invested in PR over the past year. The responses were consistent across industries, with four key elements standing out.

Sherpa Communications recognised among Communicate’s Best Places to Work 2024 in MENA region

Dubai, UAE, 15^th January 2024 – Sherpa Communications, an award-winning B2B-focused communications agency based in Dubai, has been featured among Communicate’s Best Place to Work 2024, a list of organisations in MENA’s marketing and advertising sector that are actively working to create a workplace dedicated to cultivating environments that attract, retain, and support top-tier talent.

Communicate Magazine, a leading voice in the marketing, advertising, and creative industries, had a refined process to gather insights and analyse organisations based on their workplace initiatives, employee benefits, opportunities for professional development, and commitment to fostering diversity, equity, and inclusion (DE&I) in their operations. This helped them shortlist companies that upheld commendable work policies, culture, and practices. Selection for this list was determined through an anonymous survey completed by employees, serving as the key factor in the shortlisting process.