Loretta Ahmed, CEO of Grayling for the Middle East, Turkey & Africa takes up the post of chairman of PRCA MENA and shares her thoughts on public relations and creativity in the Middle East as well as her plans for the PRCA in the region

What is the current landscape for public relations in the Middle East?

It’s a wide and varied region made up of many countries with the PR landscape very different in each. Of course, the UAE is the most mature market where there is a mix of the global networks alongside boutique independent agencies, leading to a good talent base for clients. For many companies, Dubai is the gateway to the region, particularly for the GCC where commercial opportunities are generally more significant than in the Levant and north African regions. Many brands get established in the UAE first and then expand into other GCC countries like Qatar, which is also seeing tremendous growth particularly in the retail and hotel sectors. In addition, Iran is now opening up and has significant market potential for our industry.

How is this different from the communications and PR landscape in the UK?

The UK is one nation and you would really need to compare the Middle East to Europe for a fairer comparison. The multitude of countries, cultures and languages here in the Middle East – and the spectrum of attitudes from the more conservative countries to the more liberal – means you have to have local experience and insight and adapt campaigns carefully.

What challenges do communicators face in the MENA region?

The pace of change here means you can never take anything for granted. It’s change in literally every sense – rapid urban development, sudden changes in legislation through to new media titles, changing faces client and agency side due to the transient nature of the region – change is constant everywhere you turn.

At first that’s pretty disconcerting, but over time you embrace the energy that it brings. But it’s definitely not for the faint hearted or for anyone from a ‘cut and paste’ mentality! New thinking and new ways of doing things are essential components of every agency’s mentality.

What opportunities exist for communications agencies operating in the Middle East and north Africa?

Clients in the region are open-minded – less averse to risk, willing to try something that might not have been attempted before. I think this comes from an attitude of wanting to be first. Clients here often think social-first due to the impact social media platforms have on the audiences here, so content rules and integrated campaigns are the norm. PR agencies have embraced this and are taking a lead agency role more often.

What do you expect to achieve through your chairmanship of the PRCA MENA?

I’d like to play a part in the PRCA’s work to bring growth to the industry in MENA, while improving its professionalism and increasing its profitability.

What do you think the organisation can offer to public relations professionals in the region?

It will enable members to share best practice, take part in world class training, network with like- minded professionals, and help to raise standards in the industry.

And there’s an international element to this as well. The PRCA is a member of ICCO (International Communications Consultancy Organisation), through which PRCA MENA can provide an international framework to help members to develop global networks and links to London.

What are your goals for Grayling’s future development in the region and beyond? To continue to win awards for groundbreaking creative, retain and nurture the talented team we have built and to ensure our global clients from around our network have their eyes firmly on the growth potential in this region.