The rise of artificial intelligence is revolutionizing industries, and public relations is no exception. From generating draft press releases to analyzing media sentiment, AI offers a tempting toolkit for modern PR professionals. But in a region like the Middle East, where cultural nuance, language, and relationships define media interactions, the question isn’t just what AI can do — it’s what it should do.
Welcome to the hybrid future of PR in the Middle East: where smart automation meets the irreplaceable human touch.
The Power of AI in PR
Let’s start with what AI gets right:
Speed: Drafting content, segmenting audiences, and summarizing coverage reports
Scale: Managing large media lists, tracking multiple campaigns
Insights: Uncovering sentiment trends, identifying emerging topics, flagging potential crises
AI tools can turn hours of manual work into minutes. When deadlines loom or coverage volume spikes, AI acts as the ultimate productivity partner.
But Here's the Catch: PR in the Middle East Isn't One-Size-Fits-All
In many Western markets, media relations is heavily digitized and process-driven. You pitch via email, follow up via tools, and track responses via CRM dashboards.
In the Middle East, media outreach often unfolds over WhatsApp, is guided by relationships, and navigates a maze of cultural expectations. Journalists are not just recipients of press releases — they’re gatekeepers of public sentiment.
The human dimension here is amplified:
Language matters (Modern Standard Arabic vs. local dialects vs. English)
Timing matters (don’t pitch during Ramadan without sensitivity)
Etiquette matters (a cold email won’t cut it if you haven’t built rapport)
So while AI can handle the heavy lifting, the real magic happens when PR pros apply it thoughtfully, respecting local customs and preferences.
Smart Ways to Use AI Without Losing Cultural Relevance
1. Drafting, Not Delivering
Use AI to draft initial press releases or media alerts. But always localize before sending. Ask:
Does the tone match regional expectations?
Have we accounted for sensitivities (political, religious, social)?
Is this content accessible in Arabic and relevant dialects?
2. Augmenting Media Lists with Human Insight
AI can help identify journalists who cover relevant beats. But it takes human judgment to know which ones actually welcome PR pitches and how they prefer to receive them.
In the Middle East, many top-tier journalists operate through informal channels. No algorithm can replace a quick call to ask, “Would you prefer an email or a WhatsApp message?”
3. Personalization Over Automation
AI can merge names and customize subject lines. But personalization in the region goes deeper.
Referencing a journalist’s previous story
Mentioning a shared event or mutual contact
Adapting pitch timing around local workweeks (Sunday–Thursday) and public holidays
These are the subtleties that differentiate effective outreach from ignored emails.
When Not to Use AI
AI excels in structured, data-heavy environments. But it stumbles when:
Navigating satire, sarcasm, or figurative speech in Arabic
Addressing sensitive political topics where tone is critical
Responding in crisis moments that require empathy and judgment
No matter how smart the tool, only humans can read a room, detect hesitation in a voice, or pivot mid-conversation based on emotion.
Case Study: AI-Assisted PR for a Tech Client in the GCC
NettResults was working with an international cybersecurity firm expanding into the UAE and KSA. The brief: drive media coverage around a new threat detection tool.
We used AI to:
Identify trending cybersecurity concerns in Arabic media
Draft the first version of the press release and media Q&A
Map out a list of regional journalists covering cybersecurity
Then, we layered in our local know-how:
Rewrote materials to address regional concerns about surveillance and data localization
Reached out via WhatsApp with personalized notes referencing prior briefings
Scheduled media interviews in line with Gulf working hours and Ramadan schedules
The result? Coverage in tier-one outlets, multiple interviews, and journalists noting that the campaign “felt more relevant than the usual global noise.”
Finding the Balance: The Human-AI Collaboration
Think of AI not as your replacement, but as your assistant. It works best when it:
Handles the busywork
Highlights the opportunities
Alerts you to risks
You, the PR professional, provide:
The narrative finesse
The regional awareness
The human connection
Together, it’s a winning team.
Looking Ahead: Ethical, Inclusive AI for MENA PR
As AI tools evolve, we must push for greater inclusion of Middle Eastern languages and cultural data sets. Arabic sentiment analysis still lags behind English. Tools trained on Western media may miss context in Arab discourse.
At NettResults, we advocate for:
PR tech companies to build stronger Arabic capabilities
Regional teams to train AI models on local data
Clients to invest in bilingual, bicultural PR teams who can navigate both worlds
Final Thoughts: Progress Without Losing Personality
AI is here to stay. But in Middle Eastern PR, progress must come with personality.
The best campaigns aren’t the ones with the fastest press releases — they’re the ones that resonate, respect, and relate to the audience.
So yes, use AI. Use it to be faster, smarter, more efficient. But never forget to be human.
Because in the Middle East, relationships write the story. AI just helps us get there a little quicker.
Looking for the leading Middle East PR agency? Let’s talk.