Earned media—coverage in print or online press—remains valuable, but comes with limitations: timing, editorial schedules, and fierce competition. However, brands are discovering they don’t need to rely entirely on journalists, algorithms, or paid placements to tell their story in a fragmented media environment. Instead, they’re investing in owned media—channels they control entirely, like blogs, newsletters, podcasts, and microsites.
As a public relations agency operating in the Middle East, we have seen that the shift towards owned media is no longer optional. It’s a strategic must. It’s about narrative control, sustained engagement, and building long-term influence—more than just saving on media spend.
What’s Driving the Shift?
Several forces are coming together to accelerate the shift towards owned media—both globally and here in the Middle East. Social media platforms are offering less organic reach than before, making it harder for brands to connect with their audiences without paid boosts. At the same time, audiences are actively choosing to engage with content that adds value—whether that’s a thought-provoking blog, a useful newsletter, or a podcast that speaks to their challenges. With increasing privacy regulations and the phasing out of third-party cookies, brands also need reliable, direct ways to understand and engage with their audiences—making owned channels a vital source of first-party data. Add to this the economic benefit—owned content often delivers stronger long-term ROI compared to paid advertising—and it’s clear why so many businesses are now prioritising these channels in their communications strategies.
Rethinking Visibility and Trust
Owned media gives businesses control over the message, timing, format, and distribution. It helps you build a distinctive voice and narrative over time. Moreover, audiences are increasingly sceptical of hard-sell tactics and have more trust in content they choose to engage with.
That’s especially true in the Middle East. Digital engagement across the GCC is among the highest in the world. Brands in the region are adopting owned media fast and strategically. The UAE’s first podcast study found that 92% of regular listeners trust podcasts more than traditional media and 16% listen weekly—evidence of a deeper affinity for pull content over push advertising. UAE-based Amaeya Media reports that 55% of listeners consumed more podcasts post-March 2020; 92% are open to branded podcasts; and 65% view podcasts as credible as traditional media. Jordan’s Sowt platform is producing Arabic-language podcast series on social issues, proving that regional storytelling profoundly resonates.
How to Begin—A Practical Guide
- Define your purpose: Choose a format—blog series or short podcast—and connect it to your audience’s specific questions or interests.
- Localise intentionally: Mix English and Arabic thoughtfully. Include regional case studies and collaborate with local experts to make content feel relevant and resonant.
- Consistent cadence: Instead of daily content, start with a quarterly or monthly schedule to ensure sustainability.
- Amplify across channels: Use blog excerpts for social, podcast clips in newsletters, and thought-leadership pieces for press coverage. This creates a cohesive PESO (Paid, Earned, Shared, Owned) strategy.
- Measure meaningful impact: Go beyond traffic—track newsletter subscriptions, inbound enquiries, time spent on content, and how many reader actions turn into discussions or briefings.
What the right PR Agency brings to the Table
A strategic public relations agency doesn’t just land media coverage—it builds future-ready communications infrastructure. By collaborating with a PR partner, brands can:
- Audit existing assets to identify content gaps,
- Develop editorial calendars and storytelling plans,
- Train spokespeople for on-camera and podcast formats,
- Launch pilot campaigns and track impact longitudinally.
This builds credibility, narrative consistency, and measurable ROI—all while positioning the brand as a thought leader in its field.
Owned media is not a passing trend—it’s the foundation of modern PR. In regions like the Middle East, where audiences are digitally engaged and seeking authenticity, brands that produce consistent, localized, and valuable content win. A public relations agency that guides clients through this evolution ensures they’ve built something lasting—something truly worth owning.
