The value of bilingual PR in the UAE: why brands need a strong Arabic strategy
Working in communications in the UAE and across the GCC region has taught me that success in PR is not just about strategy and creativity, it’s about language, cultural awareness and trust.
In a region where Arabic is the official language, and English is the business language, brands must speak both fluently – not just linguistically but also culturally. For brands that want to be truly relevant in the UAE and across the region, working with a PR agency with strong bilingual capability is an imperative.
Building trust with Arabic journalists in the GCC
One of the most underestimated elements in brand communications is the relationship with Arabic-speaking journalists. These media professionals are the gatekeepers of key and influential Arabic publications.
Over the years, I’ve learned that building genuine relationships with Arabic media requires more than occasional contact; it requires respect, consistency and a shared language. When press releases arrive in poorly translated Arabic or with unrelatable messaging, they’re often overlooked. But, when the content is accurate, culturally sensitive and professionally written, it earns attention and respect.
The power of a strong press release
A well-crafted Arabic press release can do more than announce news; it becomes a driver of awareness, trust and business potential. In the GCC, where reputation and trust are everything, strong Arabic content signals that a brand is serious about engaging with the local audience.
Unfortunately, I’ve seen too many cases where the Arabic version of a press release is created under time pressure, compromising its quality and impact compared to the English version. This not only weakens the message but also damages credibility and reputation. In contrast, when the Arabic version is developed with the same care as the English one and reviewed by a bilingual communicator who understands both audiences, the result is far more impactful.
Why messaging needs more than just translation
True bilingual communication is not merely translation – it is adaptation. A literal translation may miss context, tone or even meaning. For example, a phrase that works in English may sound awkward or even insensitive in Arabic. Bilingual PR professionals ensure seamless communication across Arabic and English audiences by displaying cultural sensitivity and emotional relevance without losing the essence of the message.
An Arabic PR professional is especially valuable in crisis communication, government engagement or campaigns aimed at national audiences. It reduces risk and builds trust.
Creating long-term value through communication
Bilingual communicators don’t just add value; they protect and elevate the brand. They help build stronger media relationships, create more effective campaigns and ensure your brand’s voice is heard and respected in both Arabic and English.
For companies operating in the UAE, especially those working with government entities or local communities, this is not just good practice, it’s essential.
In a region where language reflects identity and values, brands that speak both languages well will always lead the conversation.