Dubai, UAE: UAE-based agency Cameo has announced the launch of Performance PR 2.0, an expanded model designed to link public relations activity directly to commercial outcomes. The new framework marks the next stage of the company’s earlier performance-based approach, which moved away from retainers and focused on paying only for secured coverage.
According to the agency, the upgraded version formalises the impact PR has been having across client businesses, from increasing footfall to boosting app usage, orders, downloads and signups. Founder and CEO Lara Geadah said the shift emerged from observing how PR activities were already influencing customer behaviour. “That’s when it hit us,” says Lara Geadah, Founder & CEO of Cameo Comms. “PR was already driving conversions – we just hadn’t formalized the system that made it happen. Performance PR 2.0 is that system. It’s PR engineered for business impact.”
Cameo describes Performance PR 2.0 as a full reinvention, drawing from a decade of experience across media, social media, events and real estate. The model brings together multiple elements—including PR storytelling, branded moments, influencers, UGC content, strategic collaborations and private previews—into a single structure aimed at influencing consumer decisions.
Under the new system, each partnership begins with a detailed discovery process before a customized category strategy is developed. Clients then share sales or usage data monthly, enabling campaigns to be optimized over time. The program is selective, with only brands that show clear potential being accepted.
The agency says the model incorporates tools typically associated with marketing, such as UGC ads built from PR moments, partnership outreach, creator content, curated events, and targeted press intended to convert interest into measurable action. Case studies cited by Cameo include increased platform usage for Herogo, a food-waste app; a sales lift for F&B brand Quince within three months; and qualified lead generation for luxury and real estate clients.
Performance PR 2.0 is structured as a flat management fee combined with a commission on every sale, aligning the agency’s incentives with client growth. “Brands don’t just want visibility anymore,” says Geadah. “They want proof. They want movement. They want impact. Performance PR 2.0 finally gives PR the commercial role it deserves.”
