A NettResults Middle East deep dive for tech founders entering the UAE & Saudi Arabia
If you Google “What does PR do?”, you’ll get a parade of vague definitions that sound like ChatGPT got stuck in a corporate thesaurus. “Manages reputation. Shapes narratives. Engages stakeholders.”
Cute. But not helpful.
Because if you’re a US or European tech company looking to expand into the UAE or Saudi Arabia, the question isn’t what PR is.
The question is:
What does PR actually do for your business in the Middle East — and why does it matter more here than almost anywhere else?
Welcome to the real story.
PR in the Middle East Isn’t a Line Item — It’s a Market Entry Strategy
Tech founders often assume the Middle East is like any other global market. Run some ads, ship a press release, shake a few hands at Web Summit Qatar or LEAP, and boom — traction.
Except… no.
The UAE and KSA operate on relationships, reputation, and credibility at a level that most Western companies underestimate until they’re holding a very expensive lesson.
And this is where a high-performing PR agency becomes the difference between “We’re exploring the region” and “We’re winning in the region.”
**Because tech PR in the Middle East is about three things:
Trust. Traction. And long-term reputation.**
Mess any one of those up, and your expansion slows. Nail all three, and the region opens up for you.
This is what PR actually does.
1. PR Builds Trust — the Currency of UAE & Saudi Tech Ecosystems
Trust isn’t a nice-to-have here. It’s the operating system.
Government entities, enterprise buyers, investors, sovereign wealth funds, and even local media expect companies to show up with cultural context, strategic narrative clarity, and proof they are serious about the region.
So what does PR do?
→ PR translates your brand into a credible, region-ready story.
Because your Silicon Valley messaging about “disruption” won’t land the same way in Riyadh.
→ PR positions you inside the region’s innovation agenda.
UAE = efficiency, digital transformation, AI leadership
Saudi = Vision 2030, economic diversification, human capital, hyperscale tech adoption
If your story doesn’t align, you won’t get traction.
If it does, doors open.
→ PR signals that you’re not just flying in for a quarter to grab headlines.
You’re here to contribute to the ecosystem.
Case example: EDB
When EnterpriseDB entered the region, it wasn’t a household name. What they did have was a world-class Postgres AI platform and ambitious growth plans.
Our PR work built their credibility from zero, aligning their narrative with the UAE’s and KSA’s accelerating innovation agendas.
Suddenly, they were no longer “a database company expanding to the Gulf.”
They became a strategic tech partner for the region’s digital future.
That difference?
PR did that.
2. PR Generates Traction — the Attention That Leads to Action
The Middle East has no shortage of announcements. Every day, someone is raising a fund, launching an AI product, entering a new vertical, or partnering with a government entity.
The winners aren’t the loudest.
They’re the ones who show up in the right media, with the right message, at the right time.
Tier-1 earned media is not just visibility. It’s validation.
Coverage in outlets like Arab News, Al Arabiya, The National, Gulf News, Zawya, or top tech verticals tells the market:
“This company is credible. They matter. You should pay attention.”
And getting that coverage consistently — not once — is where the magic happens.
Case Example: Intel (KSA)
Intel wanted to strengthen its presence and narrative in Saudi Arabia. To do that, they didn’t need a press blast. They needed high-quality engagement with the right voices.
We hosted a private media roundtable in Riyadh with Tier-1 Saudi journalists, local tech editors, and highly influential outlets.
The result?
• Strong, accurate coverage
• Deepened local relationships
• A narrative reset aligned with Saudi’s tech leadership ambitions
You can’t buy that kind of traction.
You earn it.
And PR is how you earn it.
3. PR Protects Your Long-Term Reputation — the Asset Western Founders Underestimate Most
Let’s be direct:
There is no market where credibility compounds quite like the UAE and Saudi Arabia.
One strong year of consistent, culturally aligned PR activity becomes a foundation.
Two years becomes momentum.
Three years becomes market authority.
This is where most Western tech founders miscalculate:
They think PR is about today’s coverage.
In the Middle East, PR is about tomorrow’s opportunity pipeline.
Because the moment a journalist, government entity, or potential partner sees your brand show up regularly — and confidently — you become part of the narrative of the region’s transformation.
PR doesn’t just protect your reputation.
PR builds your reputation into an economic asset.
4. PR Opens Doors You Didn’t Know You Wanted Opened
A Western company expanding into the UAE or KSA needs more than a marketing plan. They need:
• Government visibility (even if only through aligned messaging)
• Investor awareness
• Enterprise buyer credibility
• Media understanding
• Partner ecosystem signals
And PR is the only function that influences all of those simultaneously.
It’s not that PR is the most important thing.
It’s that PR touches every important thing.
You want meetings with decision-makers?
PR increases your odds.
You want RFP invitations?
PR puts you on the radar.
You want investors to take you seriously as a regional player?
PR builds that story before you walk in the room.
5. PR Helps You Avoid the Silent, Expensive Mistakes
The Middle East rewards bold moves.
It does not reward missteps.
Without strong PR guidance, Western companies often:
• Misread cultural signals
• Push tone-deaf messaging
• Announce partnerships prematurely
• Underestimate media nuance
• Overlook regional sensitivities
• Position themselves as outsiders
These mistakes don’t always blow up publicly…
but they absolutely slow growth.
A good PR agency keeps you out of trouble.
A great PR agency quietly prevents problems before they exist.
At NettResults Middle East, we aim for the latter.
So… What Does PR Actually Do?
Let’s not overcomplicate it.
PR makes your company trusted, visible, respected, and relevant in the markets you want to win.
Especially the UAE and Saudi Arabia — where credibility moves faster than capital.
PR is the strategy behind the headlines.
PR is the insurance policy behind your reputation.
PR is the accelerator behind your market entry.
PR is the quiet engine behind your long-term success.
And when done right?
It is the single most underestimated competitive advantage for tech brands entering the Middle East.
Ready to Make the Middle East Your Most Successful Expansion?
If you’re a tech company in the US or Europe ready to scale into the UAE or Saudi Arabia, let’s talk about how PR can accelerate your traction and help you land with impact.
Book a call with NettResults Middle East
Let’s build the strategy that takes you from “We’re entering the region” to
“We’re winning in the region.”