2025 was a defining year for public relations across the Gulf. Newsrooms shrank further, pushing brands toward digital-first media hungry for bilingual stories. AI tools transformed workflows, saving teams up to 30% time on monitoring and drafting, yet audiences still craved human insight and authenticity. From Dubai’s tech ecosystem to Saudi Vision 2030 milestones, PR evolved from chasing coverage to building enduring narratives that drive trust and business outcomes.
At Market Buzz International, we guided clients through multi-channel campaigns blending earned media, thought leadership, and social amplification. Here are the five biggest shifts shaping smarter PR strategies for 2026:
- Bilingual content became non-negotiable: Arabic-localised stories outperformed English by 60% in GCC markets. Simple translation fell short: success demanded cultural nuance, from Ramadan narratives to Eid-aligned launches. Media now expect brands to speak directly to local audiences, not just expatriates.
- AI sped up PR, but trust stayed human: Generative tools handled research and first drafts efficiently, yet campaigns led by strategic human judgement earned 2x higher share of voice. Smart teams used AI for scale while leaning on experience for nuance, especially in reputation-sensitive sectors like tech and sustainability.
- Short-form video extended earned media reach: Reels, carousels, and LinkedIn snippets amplified traditional coverage by 40%, particularly for B2B and ESG stories. PR pros who repurposed press quotes into 15-second clips saw engagement soar without diluting core messages.
- ESG alignment opened doors, greenwashing closed them: Brands linking authentically to UAE Net Zero 2050 or Vision 2030 gained 25% more media pickup. However, superficial claims triggered swift backlash, proving transparency and measurable impact now define credibility.
- Measurement shifted from clippings to outcomes: SMEs moved beyond vanity metrics to pipeline influence, sentiment tracking, and stakeholder trust. Simple dashboards linking PR to revenue became boardroom essentials, especially for founder-led firms.
These lessons aren’t abstract: they powered client wins like tech launches that landed C-suite op-eds and sustainability campaigns that shaped regional conversations.
Next week (Dec 8): A 60-minute PR audit checklist to close 2025 strong and prep your 2026 calendar. Subscribe now or book a strategy call. What’s your biggest PR lesson from 2025?
