• Digital-First Approach: The UAE’s media landscape has pivoted towards digital platforms, making high-quality, media-friendly digital assets essential for securing coverage.
• Personalised Pitches: Tailoring pitches to align with industry trends, journalist beats, and Dubai’s market dynamics is crucial for standing out in a competitive events ecosystem.
• Post-Event Engagement: Sustained media engagement, including personalised follow-ups and exclusive content, strengthens relationships and enhances long-term visibility.

In the vibrant heart of Dubai, where innovation meets luxury and global business flourishes, securing media coverage for events is a high-stakes endeavour requiring not only tactical precision but also visionary strategy. As the media landscape in the UAE undergoes rapid transformation, particularly in the wake of COVID-19, communication professionals must recalibrate their approaches to align with new realities. For associate account managers focused on media relations, staying ahead of these changes is crucial to driving event visibility and positioning their clients at the forefront of the market.

The pandemic accelerated a digital shift within the media industry, fundamentally reshaping how journalists operate and how news is consumed. Traditional outlets have scaled back, redirecting resources towards digital-first approaches, while online publications and influencer-driven platforms have gained significant influence. According to Statista, digital advertising spend in the UAE is projected to reach USD 1.3 billion by 2024, underscoring the region’s pivot towards online engagement. In this fiercely competitive environment, where digital dominance and shrinking newsroom capacities prevail, mastering media relations is not just beneficial—it is essential.

Understanding Dubai’s Evolving Media Dynamics

Post-pandemic, Dubai’s media outlets have become increasingly selective, driven by both resource constraints and shifting audience preferences. The demand for stories tailored to digital platforms has intensified, with print media taking a backseat to online publications and content-sharing strategies. Ipsos reports that as of 2023, 93% of internet users in the UAE access news online, reflecting a seismic shift in how stories are curated and consumed. This transition places a premium on delivering media-friendly digital assets—high-quality visuals, engaging videos, and interactive content—to capture attention.

Moreover, Dubai’s status as a regional hub for innovation and entrepreneurship has prompted media outlets to prioritise stories with strong narratives on sustainability, technology, and culture. To secure media attention, pitches must transcend simple event promotion and contextualise the event within broader industry trends and Dubai’s unique market dynamics. For instance, aligning an event’s narrative with the UAE’s Vision 2030 or the city’s strides towards becoming a global technology hub can make the pitch significantly more compelling.

Building Strategic Media Relationships

At the heart of any successful media relations strategy lies the cultivation of genuine, long-term relationships with journalists and editors. In Dubai’s media landscape, where resources are stretched and journalists often cover multiple beats, establishing trust and demonstrating value are essential. Journalists are inundated with press releases and pitches daily, so standing out requires more than simply sharing a story—it demands consistently offering exclusive insights, timely content, and personalised communication.

As an Account Manager, the focus should be on fostering these relationships well before announcing an event. This can be achieved through proactive engagement, offering industry commentary, and maintaining responsiveness to media queries. In a multicultural city like Dubai, cultural sensitivity is also key when engaging with media. Tailoring pitches to reflect the cultural context of the publication, whether Arabic or English-speaking, and understanding the nuances of each media outlet can significantly enhance the likelihood of coverage.

Dubai’s media environment is diverse, with international outlets, local publications, and niche platforms all vying for attention. Strategic networking—whether through media roundtables, exclusive press events, or one-to-one meetings—provides opportunities to deepen connections with key journalists. These efforts often pay dividends when it comes to pitching an event, as familiarity and trust are invaluable in securing prominent coverage.

Crafting Strategic, Targeted Pitches

In Dubai’s bustling events ecosystem, capturing media attention demands a sharp, targeted approach. With hundreds of events taking place every month, a generic press release is unlikely to stand out. Instead, pitches must be highly personalised, reflecting a deep understanding of the journalist’s beat, the publication’s audience, and the broader industry context.

In a market increasingly attuned to issues such as sustainability and innovation, positioning events within these narratives is critical. For example, if an event is focused on technology, linking it to Dubai’s emergence as a global innovation hub or highlighting its alignment with the UAE’s Vision 2030 agenda can strengthen the pitch. Similarly, if an event has a sustainability focus, emphasising its connection to the UAE’s growing commitment to green initiatives can make it more relevant to both journalists and their readers.

Additionally, leveraging data-driven insights and offering exclusive angles can enhance the appeal of a pitch. As the region’s media becomes more selective, journalists are increasingly interested in stories that provide unique perspectives, backed by credible data and regional context. Offering well-researched, compelling narratives that resonate with their audience significantly improves the likelihood of securing coverage.

Sustaining Media Engagement Post-Event

Securing media coverage is not confined to pre-event outreach. Post-event engagement is equally important for maintaining long-term relationships and generating follow-up stories. Personalised thank-you messages, post-event recaps, and exclusive content—such as behind-the-scenes footage or key takeaways—can help sustain media interest. Additionally, post-event analysis that provides insights into broader industry trends positions the client as a thought leader, further enhancing their media profile.

By fostering strong relationships, crafting data-driven pitches, and embracing the shift towards digital-first events, media professionals can ensure their events receive the coverage they deserve. As Dubai continues to establish itself as a global business and innovation hub, staying ahead of media trends and engaging with the region’s evolving media ecosystem will be key to achieving sustained visibility and impact.

Words By: Adnan Wahidi, Associate Account Manager at Atteline