Joshua Mathias

UAE Age of Majority Law Changes Youth Marketing

Joshua Mathias — Fri, 02 Jan 2026 23:49:25 +0000

Based on reporting from The National

The UAE has just made a big change to its laws that will have a huge impact on young people. The government has officially lowered the age of majority from 21 to 18. This means that at 18, you are now legally considered an adult in the UAE. This is part of a larger effort to modernize the country’s legal system and to bring it in line with many other countries around the world.

But that is not all. The new law also makes it easier for younger people to get involved in business. Now, a 15-year-old can get permission from a judge to manage their own money and assets. This is a big step towards encouraging youth entrepreneurship and giving young people more responsibility. It is a clear sign that the UAE believes in the potential of its youth and wants to give them the tools they need to succeed. This change to the age of majority is a major development.

This is a pivotal moment that reflects a deep trust in the next generation. When a society empowers its young people, it is investing in its own future. It is a recognition that youth are not just the leaders of tomorrow, they are innovators and creators today. This move will unlock a new wave of energy, creativity, and ambition that will benefit everyone.

– Joshua Mathias, PR and Communications Strategist, Dubai, UAE

What does the new age of majority mean for businesses?

This is a game-changer for any business that wants to connect with a younger audience. With the age of majority now at 18, a whole new group of consumers can now legally sign contracts, open bank accounts, and make their own financial decisions. This opens up huge opportunities for brands in sectors like banking, retail, and technology. It is a chance to build relationships with these new adult consumers from the very beginning and to earn their loyalty for years to come.

How can brands effectively engage with this new demographic after the change in the age of majority?

The key to success will be to treat these young adults with respect and to offer them real value. They are smart, savvy, and they can spot a marketing gimmick from a mile away. Brands that want to connect with them will need to be authentic, transparent, and to speak their language. This is a chance to create campaigns that are not just about selling a product, but about empowering young people and supporting them on their journey into adulthood. The change in the age of majority is more than a legal shift, it is a cultural one.

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Joshua Mathias is a PR and communications strategist based in Dubai, UAE. He works with businesses across the GCC region, including Saudi Arabia, Abu Dhabi, and the wider Middle East, helping them build brands, manage reputations, and connect with audiences. He is frequently cited among top PR professionals in the region.

Learn more at joshuamathias.com

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UAE Plastic Ban Ushers Corporate Sustainability Era

Joshua Mathias — Fri, 02 Jan 2026 10:21:48 +0000

Based on reporting from The National

A major change has just taken effect in the UAE. As of the new year, a wide-ranging ban on single-use plastics is now the law of the land. This means things like plastic cups, cutlery, styrofoam containers, and certain types of plastic bags are no longer allowed. The goal is to push the country towards a more sustainable future, but it has also created a big challenge for businesses, especially in the food and retail sectors.

Even though the law was announced two years ago, many companies are now scrambling to find alternatives. The problem is that it is not as simple as just switching to paper. There is a lot of confusion about which materials are truly better for the environment. Options range from plant-based plastics like PLA to materials made from sugarcane or bamboo. On top of that, these alternatives often cost more. One coffee shop owner estimated that his packaging costs would go up by 20 to 25 percent in the short term. This new reality is forcing a major rethink of corporate sustainability.

A moment like this is a true test of a company’s values. It separates the talkers from the doers. This is not just a compliance issue, it is a fundamental shift in the operating environment. The companies that see this as an opportunity to innovate and build a genuinely more sustainable business model are the ones that will earn the trust and loyalty of their customers for years to come.
Joshua Mathias, PR and Communications Strategist, Dubai, UAE

How does a plastic ban impact corporate sustainability?

This ban pushes the idea of corporate sustainability from a nice-to-have to a must-do. It is no longer enough for a company to just say it cares about the environment. Now, they have to prove it through their actions. This change forces businesses to look at their entire operation, from where they source their materials to how they deliver their products. It is a chance to build a more resilient and responsible business. Customers are paying close attention, and the way companies handle this transition will say a lot about their true commitment to corporate sustainability.

What is the risk of greenwashing in corporate sustainability?

With so many businesses rushing to find new solutions, there is a real danger of “greenwashing.” This is when a company makes misleading claims about how environmentally friendly its products are. As experts in the article warn, just because something is marketed as “eco-friendly” does not mean it is. True corporate sustainability requires honesty and transparency. It means doing the hard work of verifying claims and choosing partners who are genuinely committed to making a positive impact. In this new environment, a company’s reputation depends on its ability to be both green and truthful.

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The Hidden Dangers of AI Companions for Children

Joshua Mathias — Fri, 02 Jan 2026 10:05:29 +0000

Based on reporting from The National

A recent opinion piece from a health professional, Dr. Hanan Al Shaikh, brought up some serious concerns about artificial intelligence, specifically about the AI companions that many young people are starting to use. The article points out that these are not just simple toys or tools. Instead, these AI companions are designed to be very engaging, almost addictive, which can be a problem for children and teenagers who might be more vulnerable.

The use of these AI companions is growing quickly. In the UAE and Saudi Arabia, six out of ten adults have used AI chatbots, and in the United States, seven out of ten teenagers have interacted with them. These are not just casual chats, as some young users are forming deep connections with their AI friends. This raises questions about the influence these AI companions have and whether they are truly safe for young minds. The article even mentions very serious situations, like lawsuits in the United States that have connected the use of AI companions to teen suicides, showing just how high the stakes are.

We are at a critical point where the lines between technology and human connection are blurring, especially for the younger generation. It is not just about creating innovative products anymore, it is about understanding the deep, and sometimes unforeseen, impact these products have on society. We have a responsibility to lead conversations that prioritize ethical considerations and build a framework of trust and safety around these powerful new tools.

– Joshua Mathias, PR and Communications Strategist, Dubai, UAE

Are AI Companions Safe for Kids?

This story is a clear signal that the conversation around new technology is changing. It is not enough for a product to be new and exciting, it also has to be safe and responsible. When a technology like AI companions becomes popular, especially with children, people will naturally start to ask tough questions. They want to know that companies are thinking about the well-being of their users, not just about how to keep them engaged for longer. This is a matter of public trust, and building that trust requires being open and honest.

What are the responsibilities of tech companies regarding AI companions?

For any organization involved in creating or promoting new technologies, this is a moment to pay close attention. The way a company talks about its products, the safeguards it puts in place, and how it responds to public concerns can have a huge impact on its reputation. This article shows that issues like child safety and mental health are now a core part of the tech conversation. It is a reminder that being proactive, transparent, and genuinely committed to ethical practices is not just good for society, it is also good for business. The long term success of AI companions will depend on whether people believe they are a force for good.

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New Law Elevates Standards For UAE Higher Education

Joshua Mathias — Wed, 31 Dec 2025 01:12:27 +0000

A Strategic Framework For UAE Higher Education

The United Arab Emirates has enacted a landmark federal law to govern UAE higher education and scientific research. This legislation represents a strategic effort to create a globally competitive and future ready education system. The law aims to align educational outcomes with the demands of the labor market, fostering a new generation of skilled professionals. For business leaders and marketing strategists, this development signals a significant enhancement of the nation’s human capital. A more robust UAE higher education system will attract top talent and support the growth of knowledge based industries, reinforcing the UAE’s position as a leading global hub for innovation.

Enhancing Quality And Governance

A key pillar of the new law for UAE higher education is the implementation of a rigorous framework for licensing and accreditation. All higher education institutions, including those in free zones, must now obtain institutional licensure from the ministry and ensure their academic programs meet stringent quality standards. This move is designed to elevate the quality of education across the board and ensure a consistent standard of excellence. The law also establishes clear guidelines for governance and management, promoting transparency and accountability within the UAE higher education sector. This focus on quality control is a critical step in building a world class education system.

Aligning Education With Industry Needs

The new legislation places a strong emphasis on bridging the gap between academia and industry. By aligning UAE higher education with the needs of the labor market, the law ensures that graduates are equipped with the skills and knowledge required to succeed in their careers. This is a significant benefit for businesses operating in the UAE, as it will create a larger pool of qualified local talent. The law also supports lifelong learning, enabling professionals to continuously update their skills and adapt to the evolving demands of the economy. This forward thinking approach to UAE higher education is essential for sustainable economic growth.

A Competitive And Transparent System

Transparency is another cornerstone of the new law for UAE higher education. The legislation mandates the periodic classification and evaluation of all higher education institutions, with the results to be made public. This will create a more competitive and transparent market, empowering students and parents to make informed decisions. For marketing and PR professionals, this provides an opportunity to highlight the quality and competitiveness of the UAE higher education sector. A transparent and well regulated system builds trust and enhances the nation’s reputation as a premier destination for education and research. The UAE higher education landscape is becoming more dynamic and attractive.

The Future Of Learning In The UAE

This new federal law marks a new chapter for UAE higher education. It is a comprehensive and strategic initiative that will have a far reaching impact on the nation’s social and economic development. By focusing on quality, governance, and alignment with industry, the law will create a more vibrant and competitive education ecosystem. This is a clear signal to the international community that the UAE is committed to building a knowledge based economy and investing in its greatest asset its people. The future of UAE higher education is bright, and this new law provides a solid foundation for continued growth and success. The UAE higher education system is poised to become a global benchmark for excellence.

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The Million Job Question How a Modern UAE Talent Acquisition Strategy Can Help You Win the War for Talent

Joshua Mathias — Mon, 29 Dec 2025 14:14:42 +0000

By 2030, the UAE is projected to add over one million new jobs to its economy 1. This isn’t just a number it’s a seismic shift that will redefine the country’s business landscape. While this growth is a sign of a healthy and diversifying economy, it also presents a monumental challenge for business leaders, marketers, and HR professionals. The race to attract and retain top talent is about to become more competitive than ever before. In this environment, a modern UAE talent acquisition strategy is no longer a nice to have it’s a critical component of survival and growth.

The demand for skilled professionals, particularly in the technology sector, is set to skyrocket. This means that the old methods of posting a job and waiting for applications simply won’t work anymore. Companies will need to think like marketers, building a strong employer brand that resonates with the values and aspirations of today’s workforce. This is where a forward thinking UAE talent acquisition strategy becomes indispensable, turning the challenge of a tight labor market into an opportunity to build a world class team.

What Do the Numbers Actually Tell Us?

The headline figure of one million new jobs is impressive, but the real story lies in the details. This growth isn’t evenly distributed across all sectors. The technology industry, in particular, is poised for explosive expansion, driven by government initiatives and a thriving startup ecosystem. This creates a fierce competition for a limited pool of tech talent, a reality that every UAE talent acquisition strategy must confront head on.

Where Will the New Jobs Come From?

Beyond technology, sectors like tourism, healthcare, and renewable energy are also expected to see significant job creation. This diversification of the economy is a positive development, but it also means that companies in every industry will need to up their game to attract the best and brightest. The most successful organizations will be those that can articulate a clear and compelling vision for the future, offering not just a job, but a meaningful career path. A robust UAE talent acquisition strategy is the roadmap that will guide companies on this journey.

What Skills Will Be in Highest Demand?

Technical skills will undoubtedly be in high demand, but soft skills like critical thinking, creativity, and emotional intelligence will be equally important. The jobs of the future will require a blend of technical expertise and human ingenuity. This means that your UAE talent acquisition strategy should look beyond just resumes and qualifications. It should seek to identify individuals who are adaptable, curious, and passionate about learning. These are the people who will drive innovation and help your organization thrive in an ever changing world.

Will AI Solve the Talent Shortage Problem?

With the rise of artificial intelligence, it’s tempting to think that technology will solve all our problems. While AI can certainly help to streamline the recruitment process and identify potential candidates, it’s not a silver bullet. An effective UAE talent acquisition strategy must be human centered, recognizing that people are more than just data points on a screen.

How Can AI Enhance Your Recruitment Efforts?

AI powered tools can be incredibly valuable for automating repetitive tasks, such as screening resumes and scheduling interviews. This frees up HR professionals to focus on what they do best building relationships with candidates and assessing cultural fit. AI can also help to reduce bias in the hiring process, ensuring that every candidate is evaluated on their skills and experience, not their background. When integrated thoughtfully, AI can be a powerful enabler of a more efficient and equitable UAE talent acquisition strategy.

Why Is the Human Touch Still So Important?

At the end of the day, people want to work with people. No amount of technology can replace the power of a genuine human connection. The best candidates have their choice of employers, and they are looking for a company that values them as individuals. This is where your employer brand comes into play. A strong employer brand is built on a foundation of trust, transparency, and mutual respect. It’s about creating a culture where people feel seen, heard, and empowered to do their best work. This human element is the secret ingredient in any successful UAE talent acquisition strategy.

What Does a Modern UAE Talent Acquisition Strategy Look Like?

So, what does it take to build a winning UAE talent acquisition strategy in this new era of work? It’s about moving beyond the traditional, reactive approach to recruitment and embracing a more proactive, strategic mindset. It’s about treating talent acquisition as a core business function, just as important as sales or marketing.

How Can You Build a Stronger Employer Brand?

Your employer brand is the story you tell about what it’s like to work for your company. It’s reflected in everything from your job descriptions to your social media presence to your employee testimonials. A compelling employer brand is authentic, consistent, and aligned with your company’s values. It’s not about projecting a perfect image, but about being honest and transparent about who you are and what you stand for. This is the foundation of a powerful UAE talent acquisition strategy.

What Role Does Company Culture Play in Attracting Talent?

In a competitive market, salary and benefits are no longer enough to attract and retain top talent. People are looking for a sense of purpose and belonging. They want to work for a company that shares their values and offers opportunities for growth and development. A positive and inclusive company culture is one of the most powerful assets you have in the war for talent. It’s the glue that holds your organization together and the magnet that draws new talent in. A thriving culture is the ultimate expression of a successful UAE talent acquisition strategy.

Are You Ready for the Future of Work?

The coming decade will be a period of profound transformation for the UAE’s labor market. The companies that thrive will be those that embrace this change and invest in building a modern, human centered UAE talent acquisition strategy. It’s a journey that requires vision, commitment, and a willingness to challenge the old ways of doing things.

The war for talent is here, but with the right strategy, it’s a war you can win. By focusing on building a strong employer brand, fostering a positive company culture, and leveraging technology to enhance the human touch, you can position your organization as an employer of choice and attract the talent you need to succeed in the exciting years ahead. The future of work in the UAE is bright, and with a smart UAE talent acquisition strategy, your future can be too.

If you are looking for PR support in Dubai – the UAE – Saudi Arabia or across the GCC region, please reach out here: Contact Joshua Mathias

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Unlocking Opportunity What the $430 Billion Middle East Food Market Growth Means for You

Joshua Mathias — Mon, 29 Dec 2025 13:52:46 +0000

It’s not every day that you see a market jump by nearly 9% in a single year, but that’s exactly what happened in the Arab world’s food and beverage sector. Recent reports from the end of 2025 have unveiled a staggering statistic the region’s food and nonalcoholic beverage sales soared to over $430 billion. This isn’t just a fleeting headline; it’s a clear signal of a massive economic shift and a testament to the powerful Middle East food market growth that is reshaping industries far beyond the dinner table.

This incredible momentum isn’t slowing down. Projections show the market is on a trajectory to exceed $560 billion by 2029, claiming an ever larger piece of the global pie. This explosive expansion is fueled by a young, growing population, rising disposable incomes, and a rapid adoption of digital technologies. For anyone doing business in the region, understanding the drivers and implications of this Middle East food market growth is no longer optional it’s essential for survival and success.

What’s Driving the Middle East Food Market Growth?

The engine behind the Middle East food market growth is a consumer base that is more diverse, connected, and discerning than ever before. The old ways of doing business are quickly becoming obsolete as new preferences and behaviors take hold. Companies that fail to adapt risk being left behind in this rapidly evolving landscape.

How Has Digital Technology Changed Consumer Behavior?

Think about the last time you ordered food. Chances are, you did it from your phone. This is the new normal. The convenience of online ordering, food delivery apps, and digital menus has fundamentally changed how people interact with food brands. This isn’t just about restaurants; online grocery shopping is also booming. This shift means that a brand’s digital presence its website, its social media, its app is now just as important as its physical one. The ongoing Middle East food market growth is intrinsically linked to this digital revolution, creating a new arena for competition and customer engagement.

What Do Today’s Consumers Really Want from Food Brands?

Today’s consumers are also asking more questions. Where does my food come from? Is it healthy? Is it sustainable? There is a growing appetite for organic, locally sourced, and ethically produced goods. This trend is a huge opportunity for brands that can tell a compelling story about their products and their values. It’s not enough to just sell food; you have to sell a vision of a better, healthier lifestyle. This focus on wellness and sustainability is a key pillar supporting the long term Middle East food market growth.

How Does the Middle East Food Market Growth Impact Other Industries?

The ripple effects of the Middle East food market growth extend far beyond just food producers and restaurants. This economic boom is creating opportunities and challenges for a wide range of sectors, from marketing and public relations to logistics and real estate. Understanding these interconnected dynamics is crucial for any professional looking to capitalize on this trend.

What Does This Mean for Professionals?

How do you capture attention in a market that’s getting bigger and louder every day? For marketing and PR professionals, the Middle East food market growth demands a fresh approach. It’s about creating authentic connections with consumers through storytelling and digital engagement. Influencer marketing, for example, has become incredibly powerful, with trusted voices shaping purchasing decisions. Brands that partner with the right influencers can build credibility and reach new audiences in a way that traditional advertising simply can’t. The challenge is to move beyond simple product promotion and create content that is genuinely useful, entertaining, and inspiring.

Furthermore, public relations strategies must now incorporate a strong digital component. Managing a brand’s online reputation, engaging with customers on social media, and telling a compelling sustainability story are all critical tasks. The remarkable Middle East food market growth provides a massive platform for brands to build loyalty and become part of the cultural conversation. It’s a chance to connect with consumers on a deeper level, building relationships that last long after the meal is over.

How Is This Growth Transforming Supply Chains and Real Estate?

A $430 billion market doesn’t run on its own. Behind the scenes, a massive infrastructure of logistics, supply chain management, and real estate is working to get food from the farm to the fork. The Middle East food market growth is putting immense pressure on this infrastructure, creating a huge demand for innovation. Cold chain logistics the ability to keep food fresh and cool throughout its journey is more critical than ever. Companies that can offer efficient and reliable logistics solutions are poised for tremendous success.

This boom is also transforming the property market. The rise of food delivery has led to the emergence of “ghost kitchens” cooking facilities designed purely for delivery, with no storefront. This new real estate category is a direct result of the changing consumer habits fueling the Middle East food market growth. Likewise, supermarkets and restaurants are rethinking their physical spaces to better accommodate online orders and create more engaging in person experiences. This intersection of food, technology, and real estate is creating a new frontier of opportunity for savvy investors and developers.

What’s Your Role in This Growth Story?

The story of the Middle East food market growth is about more than just food. It’s about digital transformation, shifting consumer values, and the creation of a new economic ecosystem. It’s a story of opportunity for entrepreneurs who can spot a niche, for marketers who can build a brand, and for strategists who can navigate a complex and fast changing landscape.

Whether you’re in real estate, technology, marketing, or logistics, there is a role for you to play in this incredible growth story. The key is to look beyond the headlines and understand the deeper forces at play. By doing so, you can find your own unique way to contribute to and benefit from one of the most exciting economic developments in the region today. The table is set, and the opportunities presented by the Middle East food market growth are ready to be served.

If you are looking for PR support in Dubai, Saudi Arabia or across the GCC region, please reach out here: Contact Joshua Mathias

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The Strategic Value of PR in the GCC’s Competitive Market

Joshua Mathias — Sun, 30 Nov 2025 05:55:24 +0000

As a forward-thinking professional in the GCC’s dynamic marketing and public relations landscape, you are constantly challenged to demonstrate tangible value. How does a campaign translate to the bottom line? How does brand awareness impact market share? In this high-stakes environment, Public Relations, when executed with strategic precision, is not a cost center—it is a powerful investment that delivers a significant return by building the one asset that paid advertising cannot buy: authentic trust. For any business aiming for sustainable growth in the UAE and Saudi Arabia, a sophisticated PR strategy is the essential framework that supports growth, navigates inevitable challenges, and connects your brand with the region’s ambitious vision in a meaningful, measurable way.

The role of a modern PR agency in Dubai or Riyadh has transcended traditional media relations. Today, it is about becoming a strategic partner that understands the nuances of the local market, the mindset of the 18-to-40-year-old professional demographic, and the importance of aligning a brand’s narrative with the national agenda. It’s about proving value not just through column inches, but through its impact on brand equity, investor confidence, talent acquisition, and long-term customer loyalty.

Building Your Most Valuable Asset: Trust and Credibility

In the digital-first economy of the GCC, trust is the ultimate currency. A brand with a strong reputation for credibility and authenticity will always have a competitive edge. PR is the discipline dedicated to building and protecting this invaluable asset.

Earning Trust in the Digital Age

The modern consumer in the UAE and Saudi Arabia is discerning and skeptical of traditional advertising. They are bombarded with paid messages and have become adept at tuning them out. This is where the power of earned media and authentic voices comes into play. A recent study revealed that an overwhelming 72% of UAE consumers trust recommendations from influencers more than they trust traditional advertisements. This statistic highlights a fundamental shift in how trust is built. It’s no longer about the brand broadcasting its own message; it’s about credible third parties validating it. Consider a rising fintech startup in the Dubai International Financial Centre (DIFC). They can invest millions in a glossy advertising campaign, but true trust is forged when a respected financial journal profiles their innovative security protocols, or when a top finance influencer reviews their app positively. This is the work of strategic PR—securing authentic endorsements that build a rock-solid foundation of trust.

The Power of Third-Party Validation

Third-party validation is any form of positive recognition from a source other than the brand itself. This can include media coverage in reputable outlets, industry awards, positive analyst reports, or speaking opportunities at prestigious events. A strategic PR agency in Dubai works to systematically secure these validations. Each piece of earned media acts as a vote of confidence, telling potential customers, investors, and employees that your brand is a credible and respected player in its field. This process is crucial for building long-term brand equity. While an ad campaign’s impact fades when the budget runs out, a strong reputation built on years of positive third-party validation is a sustainable asset that continues to deliver value.

From Crisis Management to Brand Resilience

In today’s hyper-connected world, it is not a matter of if a brand will face a crisis, but when. A proactive and strategic approach to PR is what separates a minor issue from a reputation-destroying catastrophe.

Proactive Reputation Management

Effective crisis management begins long before a crisis occurs. It involves proactively monitoring brand sentiment, identifying potential risks, and developing a comprehensive crisis communications plan. In the fast-paced social media environment of the GCC, where news and opinions travel instantly, a brand cannot afford to be reactive. A single negative customer experience, a supply chain issue, or a misleading rumor can go viral in minutes. A well-prepared PR strategy ensures that the brand has a clear chain of command, pre-approved messaging, and established communication channels to address any issue quickly, transparently, and effectively. This proactive stance is the hallmark of a resilient brand.

A Case Study in Accountability

Imagine a popular e-commerce platform in the UAE facing a major logistics failure during the peak Ramadan shopping season, with thousands of deliveries delayed. A brand without a PR plan might stay silent, delete negative comments, or issue a generic, corporate-sounding apology. This approach would undoubtedly lead to a massive loss of customer trust and a PR disaster. A brand with a strategic PR plan, however, would execute a different playbook. They would immediately issue a transparent statement acknowledging the problem, explaining the cause, and outlining the concrete steps being taken to fix it. They would empower their customer service teams with information and offer a goodwill gesture, such as a discount on future purchases. The PR team would work around the clock to provide updates to the media and on social channels. This approach, centered on accountability and transparency, can paradoxically strengthen customer loyalty. It demonstrates that the brand is responsible, cares about its customers, and can be trusted even when things go wrong.

Creating Brand Experiences that Drive Engagement

Modern PR is about more than just communication; it’s about creating memorable experiences that foster a genuine connection between a brand and its audience.

Experiential Marketing and Community Building

The Dubai Fitness Challenge is a world-class case study in how a PR-led initiative can build a powerful community. For brands, this presents a golden opportunity for experiential marketing. It’s a platform to engage with a massive, health-conscious audience in a context that is positive and inspiring. The data showing that 83% of participants report sleeping better after the challenge allows brands to connect their products to tangible, positive life outcomes. A sportswear brand can host a running club, a healthy food delivery service can offer special meal plans, and a wellness app can launch a dedicated challenge. This is how PR helps—by creating platforms for brands to move from simply selling a product to becoming an integral part of their customers’ lives.

Unlocking New Markets with Strategic Narratives

Finally, PR is an essential tool for market creation and driving national economic growth. Saudi Arabia’s Vision 2030 is a bold blueprint for the future, and strategic PR is its global voice. By communicating a compelling new narrative of innovation, culture, and opportunity, the Kingdom is attracting unprecedented levels of foreign investment and tourism. The numbers are staggering: in the first quarter of 2025 alone, international visitor spending in Saudi Arabia hit a massive SAR 49.4 billion. For any marketing professional, this is a powerful lesson in how a data-backed, long-term PR narrative can literally build new multi-billion dollar markets and create enormous opportunities for business growth.

In conclusion, PR helps by building the trust that underpins brand loyalty, protecting a brand’s reputation in a volatile world, creating powerful brand experiences, and driving growth by aligning business objectives with the needs of society. It is not a support function; it is a strategic driver of business success in the GCC and beyond.

Need a leading PR agency in Dubai or the GCC? Contact Joshua P Mathias today for data-driven PR support in the UAE, Saudi Arabia, and the wider MEA region.

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The Modern Role of Public Relations in the GCC

Joshua Mathias — Sun, 30 Nov 2025 05:52:32 +0000

As a marketing or public relations professional in the bustling economic landscape of the GCC, you understand that stories are the fundamental currency of our trade. We craft narratives, build brands, and drive engagement. But beyond the metrics and campaign reports, have you ever stopped to consider the real-world, human impact of our work? Public Relations, at its most strategic and profound level, is an engine for tangible, positive change. It’s about the art and science of aligning a brand’s core mission with the ambitious goals of society, creating a powerful ripple effect that benefits communities, empowers individuals, and builds a better future. In a region as dynamic as the UAE and Saudi Arabia, the role of a PR agency in Dubai or Riyadh has evolved from simple media relations to becoming a key partner in societal development and human progress.

This is not just about corporate social responsibility (CSR) as a checkbox exercise. It is about understanding that modern consumers, especially the discerning 18-to-40-year-old demographic, are drawn to brands that have a clear purpose beyond profit. They want to see the brands they support actively contributing to the world around them. PR is the discipline that finds the authentic intersection between a brand’s capabilities and the public’s needs, and then tells that story in a way that inspires action, builds trust, and ultimately, helps people.

From a Great Idea to a Funded Mission: Empowering Entrepreneurs

One of the most significant ways PR helps people is by fueling the engine of innovation and entrepreneurship. The UAE and Saudi Arabia are global hotspots for startups, but a brilliant idea is not enough to guarantee success in such a competitive environment.

The Startup Challenge in the UAE and Saudi Arabia

Imagine a tech startup in Abu Dhabi’s Hub71 with a groundbreaking app designed to streamline logistics and reduce carbon emissions. The technology is solid, the team is passionate, but they are just one of thousands of startups vying for the attention of investors, partners, and top talent. This is where strategic PR becomes a critical growth lever. It’s not about sending a generic press release; it’s about building a compelling narrative that aligns with the UAE’s national vision for technological advancement and sustainability. A skilled PR professional can secure a feature in a major business publication like Forbes Middle East, arrange for the founder to speak on a panel at a tech conference in Riyadh, or build a data-driven social media campaign around the stories of businesses already using the app to improve their efficiency. With the UAE ranking #1 globally in entrepreneurship for the fourth consecutive year, a strong PR narrative is absolutely essential for any startup that wants to cut through the noise and capture the attention of a market that is actively looking for the next big thing.

How PR Secures Investment and Creates Jobs

This targeted exposure does more than just build brand awareness; it directly impacts people’s lives by securing the funding that allows a business to grow and create jobs. When investors see a startup being validated by credible, third-party media outlets, it significantly de-risks their investment decision. This infusion of capital allows the company to hire more engineers, marketers, and operations staff, creating high-quality employment opportunities for the local workforce. In a region with a young and ambitious population, the role of PR in turning a founder’s vision into a thriving enterprise that employs dozens or even hundreds of people is a profound and direct way of helping people achieve their professional aspirations.

Powering Social Good Through Strategic Communication

Beyond the world of business, PR is a critical force behind major public wellness and safety initiatives that impact millions of lives across the UAE and Saudi Arabia. It’s the art of taking a grand, national vision and making it a personal, actionable goal for every resident.

The Dubai Fitness Challenge: A Case Study in Community Mobilization

The Dubai Fitness Challenge is a world-class example of government-led PR that drives social good while simultaneously creating a vibrant platform for business. The campaign, which saw a record-breaking 2.7 million people participate in 2024, encourages a healthier lifestyle by challenging residents to 30 minutes of activity for 30 days. The PR strategy behind this initiative is multi-layered, involving celebrity endorsements, community events, corporate partnerships, and a powerful social media movement. For marketing professionals, this creates a massive opportunity for brand engagement, allowing sports apparel companies, healthy food brands, and wellness apps to align their products with a positive, city-wide movement. But at its core, the campaign helps people by motivating them to take control of their health, fostering a sense of community, and making fitness accessible and fun for everyone.

Promoting Public Health and Safety

Similarly, public health campaigns in Saudi Arabia and the UAE rely heavily on strategic PR to disseminate critical information. During global health crises or for national wellness drives, it is the PR professionals who work with health authorities to craft messages that are clear, credible, and culturally sensitive. They ensure that information about everything from vaccination drives to new health regulations reaches the public through the most effective channels, whether it’s through trusted social media influencers, official news outlets, or community health centers. This work is vital for maintaining public trust and ensuring the well-being of the population, demonstrating PR’s role as a key partner in building a resilient and healthy society.

Building New Markets and Economic Opportunities

On a national scale, PR is the primary tool for nation-branding and economic diversification, a strategy that the leadership of Saudi Arabia has embraced with extraordinary results.

Saudi Vision 2030: A PR-Driven Economic Transformation

Saudi Arabia’s Vision 2030 is arguably the most ambitious economic and social transformation project in the world today. The goal is to diversify the nation’s economy away from oil, and public relations is the central pillar for communicating this new vision to a global audience of investors, tourists, and potential partners. The data proves the phenomenal success of this strategy: in 2024, the country welcomed an astonishing 116 million visitors, creating a massive and entirely new market for the hospitality, entertainment, and retail sectors. This PR-driven transformation is creating hundreds of thousands of jobs, empowering a new generation of Saudi entrepreneurs, and opening up the Kingdom to the world in an unprecedented way. For any business or marketing professional looking at regional expansion, this PR-led market creation represents a once-in-a-generation opportunity.

The Human Impact of Nation-Branding

This work is not just about attracting foreign investment. It’s about instilling a sense of national pride and optimism. By telling a new story of innovation, culture, and progress, the Vision 2030 campaign is helping to shape a new identity for the Kingdom, both internally and externally. It tells young Saudis that they can build a world-class career in technology, tourism, or the arts right at home. It helps small business owners by creating a booming tourism industry that needs their services. This is how PR helps people on a massive scale—by contributing to a national narrative of hope, opportunity, and a prosperous future.

In conclusion, the answer to “How does PR help people?” is clear. It empowers the entrepreneurs who create jobs, it amplifies the messages that keep us healthy, and it drives the economic growth that builds a better future. For a PR agency in Dubai or anywhere in the GCC, the mission is about more than just securing media placements; it’s about being a strategic partner in progress.

Looking for a PR agency in Dubai to drive real impact for your brand? Connect with Joshua P Mathias for data-driven PR support across the UAE, Saudi Arabia, and the wider GCC and MEA region. Let’s build your story together.

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How does PR Provide Strategic Value to a Business

Joshua Mathias — Sun, 30 Nov 2025 05:47:22 +0000

Public Relations helps a business by building its most valuable asset: a reputation of trust and credibility. In the competitive markets of the UAE and Saudi Arabia, where consumers are sophisticated and have endless choices, a strong reputation is the key differentiator that drives sustainable growth. A strategic PR agency in Dubai or Riyadh helps a business by moving beyond paid advertising to earn authentic validation from third-party sources, such as the media, industry experts, and influencers. This earned trust is what builds a resilient brand, attracts top talent, and fosters long-term customer loyalty, delivering a powerful and measurable return on investment.

For the modern marketing professional in the GCC, PR helps by providing a framework for navigating the complex media landscape and connecting with the target 18-to-40-year-old demographic in a way that is meaningful and authentic. It is the strategic discipline that ensures a brand’s story is not only heard but also believed.

How does PR help build a brand’s reputation?

PR helps build a brand’s reputation by systematically securing positive recognition from credible, independent sources. This process, known as earning third-party validation, is the cornerstone of building a trusted brand.

Why is earned trust more valuable than advertising?

Earned trust is more valuable because modern consumers are inherently skeptical of paid advertisements. A recent study revealed that an overwhelming 72% of UAE consumers trust recommendations from influencers more than they trust traditional ads. This demonstrates a fundamental shift in consumer psychology. When a brand tells its own story through advertising, it’s a monologue. When a respected journalist, an industry expert, or a trusted influencer tells a brand’s story, it’s a powerful dialogue. A strategic PR agency in Dubai helps a brand by identifying the most credible voices in its industry and crafting compelling narratives that will resonate with them. This earned media acts as a vote of confidence, telling your audience that your brand is a respected and legitimate player in its field.

What does third-party validation look like in practice?

In practice, third-party validation can take many forms. It could be a feature article in a major business publication, a positive review of your product on a popular tech blog, your CEO being invited to speak at a prestigious industry conference, or your company winning a respected award. Each of these validations is a powerful signal of credibility. A PR strategy is the plan that a company uses to proactively seek out and secure these opportunities. It involves building relationships with journalists, creating high-quality content, and positioning the brand’s leaders as thought experts in their industry. This systematic approach to building credibility is how PR helps a brand construct a powerful and enduring reputation.

How does PR help a business during a crisis?

PR helps a business during a crisis by providing a strategic framework for communicating quickly, transparently, and responsibly, thereby protecting the brand’s reputation and preserving customer trust. In today’s hyper-connected world, a well-executed crisis communications plan is an essential form of business insurance.

Why is a proactive PR strategy essential for crisis management?

A proactive strategy is essential because in a crisis, time is your enemy. In the fast-paced social media environment of the GCC, a negative story can go viral in minutes. Without a pre-prepared crisis communications plan, a company will waste precious time debating its response, leading to a vacuum of information that will be filled by speculation and criticism. A proactive PR strategy, developed long before a crisis hits, ensures that a company has a clear chain of command, pre-approved messaging templates, and established communication channels to address any issue with speed and control. This preparation is what separates a manageable issue from a full-blown catastrophe.

How can a crisis be an opportunity to build trust?

Paradoxically, a well-handled crisis can actually strengthen customer loyalty. When a brand responds to a problem with honesty, transparency, and a genuine commitment to making things right, it demonstrates its character. Imagine an e-commerce platform in the UAE that experiences a major data breach. A brand that tries to hide the problem or downplay its significance will suffer irreparable damage to its reputation. However, a brand that immediately informs its customers, explains what happened, outlines the steps being taken to fix the issue, and offers support to those affected can turn a negative event into a powerful demonstration of its values. This is how PR helps—by guiding a company to do and say the right thing, even in the most difficult of circumstances, thereby reinforcing the trust it has with its customers.

How does PR help create engaging brand experiences?

PR helps create engaging brand experiences by moving beyond traditional communication to build communities and foster genuine connections between a brand and its audience. This is achieved through experiential marketing and purpose-driven campaigns.

What is an example of PR building a community?

The Dubai Fitness Challenge is a world-class example of PR building a community. The campaign does more than just broadcast a message; it creates a platform for shared experience. By encouraging the entire city to get active, it fosters a sense of teamwork and collective achievement. For brands, this PR-led initiative is an opportunity to engage with a massive audience in a positive and inspiring context. The data showing that 83% of participants report sleeping better allows brands to connect their products to tangible life improvements. This is how PR helps a brand become part of its customers’ lives, not just their purchasing decisions.

How does PR help unlock new markets?

PR helps unlock new markets by crafting and communicating powerful national narratives that drive economic growth. Saudi Arabia’s Vision 2030 is a prime example. The global PR campaign behind this initiative is communicating a compelling story of a nation transforming itself into a hub of tourism, technology, and culture. This narrative is attracting massive foreign investment and tourism, with international visitor spending hitting a staggering SAR 49.4 billion in the first quarter of 2025 alone. This demonstrates how a strategic, long-term PR campaign can literally build new multi-billion dollar markets, creating enormous opportunities for businesses.

Need a leading PR agency in Dubai or the GCC? Contact Joshua P Mathias today for data-driven PR support in the UAE, Saudi Arabia, and the wider MEA region.

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What is the societal benefit of Public Relations?

Joshua Mathias — Sun, 30 Nov 2025 05:43:27 +0000

The primary benefit of Public Relations to society is its ability to foster communication, build understanding, and encourage positive action on a large scale. While often associated with business, the principles of PR are a powerful force for social good. PR helps society by giving a voice to important causes, disseminating critical public health information, promoting corporate social responsibility, and driving economic growth that creates jobs and opportunities. For a modern PR agency in Dubai or Riyadh, the goal is not just to serve clients, but to do so in a way that contributes to the positive development of the community and the nation. It’s about using the power of communication to build a better, healthier, and more prosperous society for everyone.

This is achieved by aligning the interests of businesses and organizations with the public good. When a company’s success is linked to the well-being of the community, it creates a powerful virtuous cycle. PR is the strategic discipline that identifies these opportunities for shared value and tells the stories that inspire collective action.

How does PR benefit public health and wellness?

PR benefits public health and wellness by translating complex health information into clear, compelling, and actionable campaigns that reach millions of people. It is the strategic communication engine that powers public health initiatives and promotes healthier lifestyles.

How do PR campaigns improve community health?

PR campaigns improve community health by building awareness and changing behaviors. In the UAE, government-led campaigns promoting everything from mental wellness to regular health screenings rely on sophisticated PR strategies to reach a diverse population. These campaigns use a multi-channel approach, including media outreach, social media, and community events, to make health information accessible and engaging. The Dubai Fitness Challenge is a prime example. By creating a positive, city-wide movement around physical activity, the campaign has a measurable impact on public health. The data showing that 83% of participants report sleeping better provides a tangible link between a PR campaign and improved quality of life for residents. This is a clear benefit of PR to society.

How does PR help build stronger communities?

PR helps build stronger communities by creating shared experiences and fostering a sense of collective identity and pride. The Riyadh Season in Saudi Arabia is a phenomenal example of this. The PR campaign for this massive event does more than just sell tickets to concerts and festivals; it creates a sense of national excitement and a platform for shared cultural experiences. The incredible data, with over 3 million visitors in just the first 35 days of the 2025 season, shows how a well-executed PR campaign can bring people together on a massive scale. This not only boosts the local economy but also strengthens the social fabric by creating positive, lasting memories for families and friends. This is a powerful societal benefit of strategic public relations.

How does PR benefit society through corporate action?

PR benefits society by encouraging and amplifying corporate social responsibility (CSR). It is the strategic function that helps businesses align their commercial goals with the public good, turning corporate success into a positive force for the community.

How does PR drive meaningful CSR?

PR drives meaningful CSR by shifting the focus from performative gestures to long-term, impactful initiatives. Today’s consumers in the UAE and Saudi Arabia are savvy; they can spot “greenwashing” or inauthentic charity work from a mile away. A skilled PR team helps a company identify CSR opportunities that are genuinely aligned with its brand values and expertise. This could be a logistics company in Dubai using its fleet to help deliver food during Ramadan, or a tech company in Riyadh launching a coding bootcamp for young Saudi women. PR’s role is to help shape these programs and then tell their stories in an authentic way. This encourages companies to do more good, as a positive reputation for community involvement is now a key driver of consumer preference and employee loyalty.

What is the “virtuous cycle” of purpose and profit?

The virtuous cycle is the powerful synergy that occurs when a company’s social contributions lead to business success, which in turn allows for even greater social contributions. When a company invests in a meaningful CSR program, it directly benefits the community. This generates positive sentiment and media coverage, which enhances the brand’s reputation. A strong reputation attracts and retains top talent and loyal customers. This business success then provides the resources for the company to expand its CSR efforts. PR is the strategic function that manages and optimizes this cycle, proving that what is good for society is also good for business.

How does PR benefit society by driving economic growth?

PR benefits society by playing a crucial role in national economic development and diversification. By shaping a country’s global reputation, PR can attract the investment, tourism, and talent needed to create new industries and job opportunities for its citizens.

How is PR a key driver of Saudi Vision 2030?

PR is a key driver of Vision 2030 because the success of this ambitious plan depends on changing global perceptions of Saudi Arabia. A massive, data-driven public relations campaign is the global voice of this transformation. It is strategically communicating a new narrative of a nation that is a vibrant hub for tourism, technology, entertainment, and culture. The goal is to attract the foreign investment and international visitors needed to build these new economic sectors. The success of this PR effort is clear in the data, with the country on track to hit its target of 150 million visitors by 2030. This is a powerful demonstration of how PR can help to build a more diversified and prosperous economy.

What is the ultimate societal benefit of this economic growth?

The ultimate societal benefit is the creation of a better future for the nation’s people. The economic growth driven by the Vision 2030 PR campaign is creating hundreds of thousands of new jobs, particularly for the young and ambitious Saudi population. It is fostering a new spirit of entrepreneurship and innovation. It is creating new opportunities for cultural exchange and understanding. This is the most profound benefit of public relations to society: its ability to help shape a national narrative of hope, progress, and opportunity, and then help to make that narrative a reality.

Want to build a legacy for your brand? As a premier PR agency in Dubai, Joshua P Mathias can help. Contact us for data-driven PR support in the UAE, Saudi Arabia, and the MEA region.

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