Dubai, UAE — Media intelligence and reputation insights firm CARMA has entered into a strategic partnership with Earned First, a media and events platform focused on public relations and corporate affairs, to strengthen conversations around reputation measurement and trust in communications.
The partnership brings together CARMA’s global media intelligence capabilities and Earned First’s industry-focused community and event platform. The collaboration aims to provide communications leaders with deeper analysis, benchmarking tools and practical insights to support more informed decision-making.
As part of the alliance, CARMA and Earned First will collaborate across events in Abu Dhabi and Singapore. CARMA is expected to unveil new editions of its Global Country Reputation Reports during these engagements.
A key highlight of the partnership will take place at PRAXIS MENA 2026, where CARMA’s Group CEO, Mazen Nahawi, will present the company’s first UAE Country Reputation Report. The report will be officially launched on February 3 and will form part of CARMA’s global reputation report series.
According to CARMA, the report will offer insights into the factors shaping national reputation, stakeholder perceptions and the communication strategies organisations can adopt to build trust in a rapidly evolving media environment.
“Earned First has built a strong platform for dialogue and collaboration within the communications industry,” said Mazen Nahawi, Group CEO of CARMA. “This partnership enables us to share globally benchmarked intelligence with a community focused on improving how reputation is measured and managed, supporting organisations as they respond to an evolving communications environment.”
Arun Sudhaman, Founding Editor at Earned First, said reputation management has become a strategic imperative for organisations.
“Reputation is no longer something organisations can afford to discuss in theory or manage in isolation; it has become an operating discipline that demands evidence, comparison and leadership judgement,” said Arun Sudhaman, Founding Editor at Earned First. “Partnering with CARMA allows PRAXIS to move the conversation beyond narratives toward measurable credibility, giving leaders the benchmarks and insight they need to make reputation a strategic advantage.”
Beyond PRAXIS MENA 2026, the partnership is expected to support future initiatives for communications and corporate affairs professionals, including knowledge-sharing sessions, region-specific insights and collaborative programmes focused on best-practice measurement.
PRAXIS MENA 2026 will bring together senior communications leaders from across the region for strategic discussions, practical learning and forward-looking industry dialogue. Registration for the event is currently open through Earned First.
