Strategic Shifts: PRCA MENA’s Projections for 2024 in AI, Industry Influence, and Online Communication

Dear friends and colleagues

What will 2024 bring? As we finalise projects and prepare our next strategies, I am struck by some of the valuable exchanges we’ve had within our PRCA MENA community about where we are and what is coming next:

Navigating Challenges with AI:
As debated at the PRCA MENA Digital Conference in Riyadh, we expect AI tools more deeply embedded in PR strategies. In 2024 the challenge will be to find the right balance between technology and human expertise to maintain authenticity, empathy, and strategic.

The Value of the PR Industry in the MENA Region:
Our brand-new report focusing on the region’s PR industry shows its evolving role and significance. The report highlights that professionals in the region acknowledge public relations as a strategic tool for managing an organization’s image and navigating crisis situations. Moreover, they express a commitment to investing in PR services in the future.

Online Communication and Social Media:
The rise of social media and online communications has made PR more important than ever, with ‘digital marketing’ the most selected area for budget reallocation. Given the rapid spread of information on social media, and the associated risks, PR professionals will prioritize crisis communication preparedness.

Talent Hiring and Knowledge Upskilling:
Many companies continue to face recruitment and retention challenges. To help, the new PRCA MENA People and Culture Committee will offer valuable insights and solutions – watch this space.

MENA Awards 2024:

The PRCA MENA Awards celebrate the best of the best PR and communications campaigns, teams and individuals across The Middle East and North Africa.

This year’s awards give you the opportunity to encourage your team, make your mark, expand your network, and gain global recognition from the world’s largest PR association. Give your teams something to smile about as we come together as an industry to celebrate your success!

Share your award submissions here

Looking Ahead:
PRCA MENA is here to stand with you during 2024’s opportunities and challenges. We look forward to working together and to a productive year.

Wishing you all a joyful holiday season and a prosperous New Year,
Monika and your PRCA MENA team