We let the facts do the talking.

The groundwork of PR for non-PR professionals

Part 1

Every time someone asks me what I do, my answer cannot be as short and simple as “I work in PR” because most people wouldn’t know what that fully entails. Prior to joining the PR industry, I had no clue either of what it is or its importance with regards to brands and individuals.

“What do you mean PR professionals pitch stories to journalists? So, these journalists don’t actually get out there and search for their stories?”

“What is a press release? How is it not a news article? “

“What does it mean to ‘transform’ your brand’s image?

The questions just keep on coming.

Strangely enough, I never actually thought I had the right personality to be a public relations consultant. In fact, my first internship at an agency made me dislike the profession to the extent that I ‘d laugh at someone if they told me that they loved PR.  A few years later though, I became that person, not only do I praise PR, I actually cannot see myself doing anything else.

So, how did this transition happen? I accepted a job at a Dubai-based PR agency, but this time, I did my homework. I began reading about all things PR, marketing, SEO, brand reputation, thought leadership, etc. and the more I read, the more it piqued my interest. I began excelling at my work and the only way was up. Eventually, I couldn’t help but fall in love with this field.

Based on my knowledge and experience, I have come up with tips on learning about PR for newbies that will be shared in Part 2 of the blog.


Rima Al Jareh is Senior Account Executive 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. |