We let the facts do the talking.

Changing Tides

A strengthening partnership

In part 1 of this blog, I highlighted the switch in industry dynamic for PR agencies from service providers to partners. In this part, I will delve deeper into this intricate relationship.

It’s not a PR or advertising agency that clients are seeking, but a partner agency that will anticipate the future for the client and perfect its messaging on both digital and traditional mediums. The communication medium is in constant evolution, and as custodians of its platforms and means, it is on us to adapt with the changing trends to not only maintain relevance but to help progress upon the industry.

As an agency, we will focus in 2019 on advocating for a healthy balance between digital innovation and trends by not only providing our clients with holistic services but by presenting ourselves as partners to our clients. By doing so, we would be dedicating our time to proactively consulting them, representing a partner who would be just as liable for their success.

At C&B, we are consistently looking to pioneer our methods to enlighten our partners and inspire a new generation of industry professionals, paving the path for future innovations by keeping our finger on the pulse of this dynamic and ever-changing spectrum of communication.


Tariq Al Sharabi is Managing Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |