S6 E2: Navigating the Business Landscape of the Middle East with Nick Leighton

Nick Leighton, CEO of NettResults Middle East, shares insights on the evolving landscape of public relations in the region, emphasizing the significance of long-term strategic planning driven by regional visions like UAE Vision 2021 and Saudi Vision 2030. He highlights how these frameworks focus on sustainability and technological advancement, particularly in the realm of artificial intelligence, which is transforming PR practices by enabling more targeted and data-driven outreach.

Nick also talks about the unique challenges posed by tightly controlled media environments, where cultural sensitivity and ethical communication are paramount. He discusses the necessity for brands to maintain transparency and accountability, especially in an era marked by growing consumer skepticism. Nick also addresses the importance of hyper-personalization in communications and the strategic use of social media tailored to diverse linguistic and cultural contexts within the region.

Additional Resources

• Long-term national visions like UAE Vision 2021 and Saudi Vision 2030 guide the Middle East’s economic and technological progress.
• The region is a leader in sustainability, with a focus on transitioning from oil-dependence to diversified, sustainable economies.
• Artificial Intelligence is more than just a trend in the region--AI is a vital cog in diverse business operations, from PR to crisis management.
• Social media marketing in the Middle East is highly localized, catering to its rich cultural and linguistic diversity.
• Ethical practices and transparency are paramount in establishing trust within an increasingly informed and discerning consumer base.

About the Guest

Nick Leighton is the founder and CEO of NettResults International Public Relations, an award-winning Middle East-based public relations agency launched in November 1999 with offices in Dubai, Abu Dhabi, and Jeddah. He has represented the public image of Fortune 500 companies, some of the largest non-profit organizations in the world, political parties, and members of royalty.

About the Host

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix.

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