PRCA MENA has launched the inaugural edition of its Strategic Advantage Report, bringing together analysis, forecasts and expert perspectives on the forces reshaping communication across the Middle East and North Africa.
Developed exclusively for PRCA MENA members, the report examines the growing role of strategic communications amid geopolitical uncertainty, artificial intelligence, shifting media consumption habits and changing client expectations. The publication features contributions from the PRCA leadership, PRovoke Media, Seven Media, Ruder Finn Atteline, CARMA and Sprint Partners.
The report solidifies communications as an increasingly strategic function, with organisations placing greater emphasis on senior counsel, reputation management, intelligence-led planning and long-term advisory capabilities.
Key findings from the report include:
AI adoption is expected to become the industry’s biggest operational challenge
Nearly three in five organisations expect agency spend to either increase or remain stable
Social media engagement, influencer marketing and public relations remain the most active areas for new business investment
Conrad Egbert MPRCA, Head of PRCA MENA, said: “The communication industry across the Middle East operates in one of the most complex and fast-moving environments. This report was developed to provide our members with meaningful intelligence, strategic context and practical insight to help organisations navigate uncertainty with greater confidence and clarity.”
Sarah Waddington, CBE, CDir, ChartPR, CEO of PRCA, added: “The role of communications continues to evolve at a remarkable pace. As automation, geopolitical pressure and changing audience behaviours reshape the profession, strategic judgement and trusted counsel are becoming more valuable than ever. Reports such as this are designed to support PRCA MENA members with the insight needed to anticipate change rather than simply react to it.”
The Strategic Advantage Report forms part of PRCA MENA’s wider investment into industry intelligence, professional development and member resources across the region.
