In an era where digital tools, AI-driven platforms, and automated outreach are becoming standard in public relations, one truth remains timeless: relationships matter. For PR professionals working in the Middle East, where business is deeply personal and trust is earned over time, understanding the human element of media relations is not just an advantage — it's essential.
The Human Element in a Tech-Driven World
Media relations has certainly evolved. We now have access to social listening tools, CRM platforms for journalists, and AI-powered writing assistants that promise speed and scale. However, these tools cannot replicate the nuanced understanding, empathy, and trust that come from real human connections — especially in the culturally rich and diverse Middle East.
In this region, journalists are not just inboxes for press releases. They are respected professionals who value context, relevance, and sincerity. The concept of "wasta" (connections) plays a subtle but significant role in how stories are received and shared. While AI can optimize a headline or suggest trending topics, it cannot sit down for Arabic coffee or remember a journalist's past editorial preferences.
Building Relationships, Not Just Contact Lists
Too often, media outreach becomes transactional: send a release, follow up, hope for coverage. But successful PR in the Middle East requires a mindset shift — from transaction to relationship.
Here’s how to nurture meaningful journalist relationships:
1. Know Their Beat (and Deadlines)
Understanding what topics a journalist covers, their preferred format for pitches, and when they are on deadline is crucial. For instance, a tech reporter in the UAE might be swamped before GITEX or LEAP, and a pitch at the wrong moment could be seen as intrusive rather than helpful.
2. Respect the Rhythm of the Region
The Middle East operates on a different calendar. Consider religious holidays like Ramadan and Eid, where the pace of work slows, and respect for these occasions is paramount. Pitching stories during these times requires tact, timing, and cultural understanding.
3. Personalize Your Outreach
A journalist in Riyadh will likely have different interests and challenges compared to one in Beirut or Cairo. Tailor your pitches accordingly. Mention previous stories they’ve written, propose angles that align with their audience, and offer interviews with local experts whenever possible.
4. Extend Hospitality
While COVID-19 altered the frequency of in-person meetups, the tradition of hospitality remains strong. If you can safely invite a journalist for coffee or lunch, do so. These informal settings often lead to deeper conversations and better story placements than a dozen cold emails.
Trust is a Long Game
Middle Eastern media markets are built on trust. One successful pitch might get your brand into the news, but consistent, respectful, and relevant interactions are what keep you there. It’s about being a resource, not just a promoter.
Journalists remember the PR professionals who:
Deliver timely, newsworthy content
Don’t push irrelevant stories
Are available when something goes wrong (yes, crisis comms matters)
Respect "no" when they hear it
Over time, these habits build credibility. And in markets where media ecosystems can be tight-knit and reputation is everything, credibility is currency.
Empathy Leads to Impact
Empathy in media relations is not a soft skill; it’s a strategic one. It allows PR professionals to:
Anticipate how a story will be received
Address potential concerns proactively (e.g., data privacy around new tech)
Frame narratives in ways that resonate with both journalist and audience
Take, for example, a tech client launching a wearable device with health-monitoring features. In Western markets, the story might focus on innovation and convenience. In the Middle East, where data security and religious sensibilities around health data can be sensitive topics, the pitch must reflect a deeper cultural understanding.
Case in Point: Making Tech Relatable
A global client launching a smart home device approached NettResults for media support in the GCC. Rather than send a generic global press release, we localized the narrative: we framed the product as a solution for multi-generational homes, a common living arrangement in the region. We also highlighted Arabic language support and local data compliance.
We then organized a small majlis-style media event in Dubai, complete with traditional refreshments and live demos. The journalists who attended not only covered the story but also remembered the effort. Some reached out months later for unrelated tech insights — that’s the power of a relationship-first approach.
Final Thoughts: It's Not Either/Or
Digital tools and automation have their place — at NettResults, we use them too. They help us scale our efforts, analyze trends, and track results. But they are enablers, not replacements.
At the heart of every great media story in the Middle East is a human connection. Whether it’s forged over a call, a coffee, or years of collaboration, that bond is what transforms pitches into coverage.
So, the next time you plan a campaign, don’t just ask, "What’s the angle?" Ask, "Who are we talking to, and how can we make their job easier?"
Because in the Middle East, as in life, people remember how you made them feel — not just what you sent them. Need amazing Middle East PR? Contact us today.