5 Mistakes Brands Make When Launching PR in the Middle East

The Middle East is a fast-growing, high-opportunity region for brands across sectors—from fintech and e-commerce to healthcare and B2B SaaS. With increasing digital adoption, global investment, and a thriving media ecosystem, more companies are entering markets like the UAE, Saudi Arabia, and Qatar.

But succeeding here isn’t just about showing up—it’s about showing up right. Many brands, especially those entering from outside the region, make common PR mistakes that cost them visibility, credibility, and traction.

If you’re planning to launch PR in the Middle East, here are the top 5 mistakes to avoid—and how to do it right.

1. Treating the Middle East as One Market

Mistake: Brands often assume the Middle East is a single, homogeneous region with one strategy, one language, and one media approach.

Reality: Each country—whether it’s the UAE, Saudi Arabia, Qatar, or Oman—has unique:

- Media ecosystems

- Government regulations

- Audience preferences

- Cultural sensitivities

What to do instead:

Localize your strategy. The tone and timing that work in Dubai might not land well in Riyadh. Work with PR partners who understand regional nuances and can tailor your messaging accordingly.

2. Ignoring Arabic-Language Media

Mistake: Launching only in English, assuming that's enough for reach and impact.

Reality: Arabic-language media still commands huge influence across the GCC. While English outlets are important (especially in the UAE), a bilingual strategy is critical for broader visibility.

What to do instead:

Translate and adapt—not just word-for-word, but culturally—for Arabic audiences. And ensure you have spokespersons or materials ready to engage with Arabic-speaking journalists.

3. Using Global Messaging Without Local Relevance

Mistake: Copy-pasting global press releases or US/UK campaign messages into Middle Eastern media.

Reality: Journalists here value local context, regional case studies, and impact on the local economy. If your messaging sounds too foreign or out-of-touch, it’ll be ignored.

What to do instead:

Tie your narrative to regional trends, stats, or news hooks. Talk about how your product supports Vision 2030 (in KSA) or contributes to digital transformation goals in the UAE.

4. Underestimating Media Protocol and Formality

Mistake: Approaching PR in the Middle East with an overly casual or Westernized tone.

Reality: Media relations in this region are often more formal and relationship-driven. Respect, hierarchy, and clear value propositions are essential.

What to do instead:

Follow formal press engagement norms. Have a professional, structured media kit. Be prepared with high-quality photography, leadership bios, and official statements that align with regional tone expectations.

5. Focusing Only on Earned Media, Ignoring Paid PR Channels

Mistake: Expecting all coverage to come through organic media outreach alone.

Reality: The Middle East has a strong culture of sponsored content, native advertising, and paid PR collaborations, especially in sectors like tech, finance, and luxury.

What to do instead:

Blend earned, paid, and owned media strategically. Sponsored stories, exclusive interviews, and influencer partnerships are commonly used to kickstart visibility—especially for new market entrants.

How MyComms Global Helps Brands Get PR Right in the Middle East

At MyCommsGlobal, we specialize in helping global brands land the right narrative across the Middle East. Our team understands:

- The difference between media ecosystems in the UAE, KSA, and other GCC nations

- The importance of Arabic-English localization

- How to blend paid and organic media for launch momentum

- The nuance of press relations and reputation management in the region

Whether you're a tech startup expanding to Dubai or a global brand entering Riyadh, we build a data-driven, localized PR strategy that resonates.

Final Thoughts

The Middle East is a high-potential region—but entering without a clear, localized PR strategy can hurt more than help. Avoid these five common mistakes, and you’ll not only protect your brand—you’ll accelerate awareness, trust, and growth.

Want to launch your brand in the Middle East the right way?

Let’s talk. MyCommsGlobal can help you design a region-specific PR plan that delivers results.