𝗙𝗲𝗲𝗹𝗶𝗻𝗴 𝗦𝘁𝘂𝗰𝗸 𝘁𝗼 𝗘𝗻𝘁𝗲𝗿 𝗚𝗹𝗼𝗯𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝘀?
𝗦𝘁𝗮𝗿𝘁 𝗵𝗲𝗿𝗲…
𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝗣𝗥 𝗚𝗮𝗺𝗲 𝗶𝗻 𝗠𝗶𝗱𝗱𝗹𝗲 𝗘𝗮𝘀𝘁
When I think about the Middle Eastern market, the first word that comes to my mind is "nuance." It's a region where tradition meets modernity, and effective communication is how you weave that message into the cultural fabric. So, what makes #PR in this region unique, and how do you break barriers? Here's what I've learned.
𝗞𝗲𝘆 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗠𝗶𝗱𝗱𝗹𝗲 𝗘𝗮𝘀𝘁𝗲𝗿𝗻 𝗠𝗮𝗿𝗸𝗲𝘁:
☑ 𝗚𝗲𝗻𝗱𝗲𝗿 𝗗𝘆𝗻𝗮𝗺𝗶𝗰𝘀: In countries like Saudi Arabia, #PRCampaigns must navigate more conservative societal structures. Messaging that is gender-sensitive can make or break a campaign's success in these areas.
☑ 𝗚𝗼𝘃𝗲𝗿𝗻𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗠𝗲𝗱𝗶𝗮 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀: Media is often tightly controlled by governments. Forming strong relationships with local media outlets and understanding their specific regulatory boundaries is crucial for PR campaigns to gain traction.
☑ 𝗧𝗵𝗲 𝗥𝗼𝗹𝗲 𝗼𝗳 𝗥𝗲𝗹𝗶𝗴𝗶𝗼𝗻: Though Middle East is appreciably diverse, Islam is deeply embedded in the daily lives of majority of people. Communication strategies must respect religious sentiments, especially during festivals like Ramadan.
☑ 𝗥𝗲𝗴𝘂𝗹𝗮𝘁𝗶𝗼𝗻: Many Middle Eastern countries have strict regulations around media and advertising. PR campaigns need to navigate these rules with utmost caution.
𝗛𝗮𝘃𝗶𝗻𝗴 𝘀𝘁𝗮𝘁𝗲𝗱 𝘁𝗵𝗲 𝗮𝗯𝗼𝘃𝗲 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝗺𝗮𝗻𝘆 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 𝘁𝗼 𝗰𝗮𝗽𝗶𝘁𝗮𝗹𝗶𝘇𝗲 𝗼𝗻:
☑ 𝗚𝗿𝗼𝘄𝗶𝗻𝗴 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗣𝗿𝗲𝘀𝗲𝗻𝗰𝗲: The region boasts one of the fastest-growing digital populations, especially in countries like the UAE and Saudi Arabia. Social media influencers, particularly on Instagram and Snapchat, have a stronghold on younger audiences.
☑ 𝗛𝘆𝗽𝗲𝗿-𝗟𝗼𝗰𝗮𝗹𝗶𝘇𝗲𝗱 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴: Brands that weave local history, culture, or even national pride into their narratives find more acceptance. Foreign brands must avoid coming across as tone-deaf to local values and customs.
☑ 𝗟𝘂𝘅𝘂𝗿𝘆 𝗠𝗮𝗿𝗸𝗲𝘁 𝗔𝗽𝗽𝗲𝗮𝗹: Middle Eastern consumers, especially in the Gulf, have a penchant for luxury brands. Positioning premium products is about storytelling that appeals to aspiration and exclusivity.
☑ 𝗟𝗼𝗰𝗮𝗹𝗶𝘇𝗲𝗱 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻𝘀: Collaborating with Influencers with robust credibility, and those who understand the region's values, can fast-track brand acceptance.
Breaking barriers in the Middle East means respecting traditions and engaging with a youthful, dynamic audience ready for innovation.
𝗪𝗵𝗮𝘁 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 𝗼𝗿 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 𝗵𝗮𝘃𝗲 𝘆𝗼𝘂 𝗲𝗻𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗠𝗶𝗱𝗱𝗹𝗲 𝗘𝗮𝘀𝘁𝗲𝗿𝗻 𝗺𝗮𝗿𝗸𝗲𝘁? 𝗦𝗵𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀. 𝗜’𝗱 𝗹𝗼𝘃𝗲 𝘁𝗼 𝗵𝗲𝗮𝗿 𝘆𝗼𝘂𝗿 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀.
All things BD, Sales, Alliances, and Leadership.
2moQuite a different perspective when viewed through the PR lens, Rishita. '.....news crosses oceans in seconds....' - love this analogy! :)