With the MENA region covering over 15 million square kilometres and more than 6% of the world’s population, there is a diverse mix when it comes to the way people consume their media. Within countries, age, ethnicity, and social preferences all play their part in how people decide to get their news.
The share of the population across the Middle East who watch news on TV every day is at parity with the percentage who view news online at close to 70%, according to the Media Use in the Middle East Survey from Northwestern University. 30% of people look at online posts from social media influencers at least once a day. And trust in social media is high. Google, WhatsApp, and YouTube figure in the top 10 brand lists for Egypt, Saudi Arabia, and the UAE, according to YouGov’s 2020 best brand rankings.
However, delving into data identifies very different habits across different demographics in different countries. 80% of adults over 45 years of age regularly get their news from broadcast media. 44% of people in Saudi Arabia still read print media every day. For younger people this is flipped on its head with 79% across the Middle East getting their daily fix from social media, according to the Arab Youth Survey 2020. The trust placed in influencers follows a similar pattern. And tastes for specific social media platforms also vary across countries and demographics. 50% of 25-34 year olds in the UAE use Instagram. But this number plummets to just 6% of 45-54 year olds. For business audiences, the number of active LinkedIn users across the region has jumped 700% over the past decade. Region wide, Twitter use has declined by an average 50% amongst Arab nationals over the same period. However, Turkey (6th), Saudi Arabia (8th), and Egypt (18th) figure in the top 20 growing Twitter markets, globally, according to the social media habits in MENA survey. And although much is said of the declining influence of Facebook globally, the UAE and Qatar are amongst countries with the highest level of reach, 93% and 90% respectively.
This is just a quick snapshot but the way people choose to get their news in the Middle East mirrors the diverse populations that inhabit it.
Our rates for distribution and monitoring of existing releases start at US$ 1,100 per release. From a project perspective, introductory rates start from US$2,750 and include drafting the media release in English and Arabic, distribution to the GCC and Pan Arab media, monitoring, and final report. Monthly retainers range from US$3,500 to US$20,000 per month, depending on the project’s scope.
Shamal Communications is well versed in all aspects of communication and can provide tailored solutions to maximise your return on investment. We will advise you on the optimal way to implement your PR strategy and recommend the best tools to boost brand recognition and gain media coverage.
Established in 2004, Shamal Communications is a leading independent, full service, Dubai-based public relations consultancy, effectively managing market perceptions by working hand-in-hand with its clients to build positive, informed opinion among their target audiences.
Shamal Communications delivers strategic, focused, creative, and cost-effective English-Arabic communications’ solutions that enable its clients to successfully position their businesses and brands, as well as enhancing their visibility, in an increasingly crowded and highly competitive commercial environment.
- Corporate PR — B2B specialists with over a decade of experience across different industry verticals, we custom-create effective communications strategies for both corporate clients and new-to-market businesses. We employ specialist English and Arabic writers with PR and journalistic backgrounds and leverage the strengths of our in-house professional resources to deliver results across traditional print media and broadcast channels, as well as the fast-paced digital and social media environment.
- Events PR — turnkey corporate event management is another aspect of the communications mix where we can add value to your business through effective message dissemination. We manage all aspects of an event, whether it’s participation at a major conference or industry seminar, product launch, exhibition, press conference or full on-site press office organisation. We can also take care of venue booking, set-up and on-site branding.
- Consumer PR — a keen insight into consumer behaviour motivation and an in-depth understanding of the Middle East regional markets is the basis of our success in the consumer arena. From new hotel and restaurant launches to healthcare services and retail to charity initiatives, we bring senior level strategic advisory capabilities and dynamic campaign strategies to the table. We provide solutions throughout the entire communications journey, ensuring the results and quality assurance our clients demand.
- Digital Media — social media is regarded today as an impactful and efficient tool in shaping perceptions, promoting businesses and driving revenue. Powerful and often unpredictable, digital media works best when approached holistically and integrated into a wider marketing strategy. We look in detail at clients’ business model, their vision, values, financial targets, budget restraints and their online footprint as well as that of their competitors. With an analytical outlook of all MARCOM components, we design social media strategies aimed at supporting overall business goals while complementing the marketing mix and above all driving revenue.
- Strategic Advisory — we’ll ask plenty of questions to ensure we understand your business and objectives, and then research, devise and implement effective campaigns – on time and to budget – delivering results that exceed expectations. Our experienced team provides strategic advice for success around business-critical issues, plans and projects, public affairs campaigns and engagement with stakeholders and communities.
- Crisis and Reputation Management — we carefully track all issues relating to corporate image and every effort is made to pre-empt potential issues or crises. Why wait for a crisis before putting a crisis management plan in place? In times of crisis, speed, transparency and effectiveness of messages are critical. With crisis management plans prepared well in advance of any situation, we can help manage and mitigate any potential damage to your organisation’s reputation.
- Bespoke Research — from SM content to company brochures and business and marketing plans to editorial, feature articles etc.
