“PR is a dying industry.” It’s something I hear often. But the reality is very different. Yes, the industry has changed, but it’s far from disappearing.
What we’re seeing is a natural evolution. PR today goes beyond media relations. It now includes social media, content creation, influencers and digital visibility. At its core, though, PR is still about trust. That hasn’t changed.
World PR Day, marked every year on 16 July, is a chance to pause and reflect. The tools and platforms we use have moved on – media interviews are now podcast conversations, press coverage is shared as reels and stories and news updates reach audiences in real-time. The way we communicate may look different, but the goal is still the same. PR is, and has always been, about people. It’s about saying something honest and meaningful in a way that connects.
Here in the UAE and across the wider region, PR continues to play an important role. It helps shape national identity, supports economic growth and tells stories that connect locally and globally. Cultural insight and Arabic-language storytelling are key to making that impact, and are often led by PR teams working closely with creatives to get the message right.
Today’s audiences are better informed and more selective. They expect authenticity and are quick to spot anything that feels forced. A report by Demand Gen found that 96% of B2B buyers want content that shares insights from real industry experts. People want useful information, they’re looking for value and clarity, not corporate posturing.
When content is relevant and human, it delivers results. According to imFORZA, leads generated through SEO – often driven by strong editorial content – convert at a rate of 14.6%. In comparison, traditional outbound tactics like print ads or cold emails convert at just 1.7%. People respond when communication feels real and helpful.
In this region, PR has become more strategic. It plays a central role in how organisations lead, engage and adapt. From launching public initiatives to managing reputations, PR is no longer a support act, it’s part of the main stage.
This level of influence comes with responsibility. In an age of short attention spans and rising misinformation, the strongest communication is built on three simple principles: honesty, empathy and usefulness. These aren’t buzzwords. They’re the foundation of trust.
World PR Day isn’t just a moment of recognition. It’s a reminder that while tools and formats may change, the essence of our work doesn’t.
The best communication doesn’t just land, it resonates, builds understanding and earns trust. And it always begins with people.
