Smart Pitching: Where AI Tools Meet Arab Media Sensibilities

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.

2025 PR Trends in the Middle East: A Guide for Tech Brands

As we step into 2025, public relations (PR) in the Middle East is undergoing significant transformations, driven by rapid technological advancements, a heightened focus on sustainability, and an unwavering demand for ethical and transparent communication. For tech brands, this evolving landscape presents unique opportunities to connect deeply with Middle Eastern audiences by leveraging AI, hyper-personalization, and crisis management strategies that are culturally attuned. Here’s a look at key PR trends shaping the industry this year and how your brand can harness these shifts for greater impact.

1. AI in PR: From Buzzword to Strategic Advantage

AI has evolved from a buzzword into a game-changer for PR in the Middle East. In 2025, AI is driving smarter, more regionally specific media outreach, allowing brands to connect with audiences in ways that feel personal and relevant. For instance, AI-powered tools now offer insights into cultural preferences, regional dialects, and local holidays—helping PR professionals tailor pitches to resonate with the Middle Eastern audience.

Gone are the days of casting a wide net. Instead, PR professionals are using AI for targeted, data-driven outreach that adapts to audiences across the UAE, Saudi Arabia, and beyond. These AI tools analyze journalists’ past work and social media activity to create pitches that capture attention. For brands, this means more efficiency, better alignment with audience values, and greater resonance with media contacts in the region.

In addition to enhancing media outreach, AI offers predictive analytics that helps brands spot emerging trends, anticipate crises, and gauge audience sentiment—all critical for brands seeking to lead rather than follow in 2025.

For more details, read the full story here: LINK

2. Sustainability-Driven PR: Beyond Greenwashing

As climate concerns rise, Middle Eastern consumers expect more than surface-level green initiatives. With national agendas like the UAE’s Vision 2021 and Saudi Arabia’s Vision 2030 focusing on sustainable development, brands need to weave sustainability authentically into their narratives. Greenwashing, or misleading environmental claims, can backfire as informed consumers hold brands accountable for any discrepancies.

True sustainability-driven PR means showing measurable impact—be it through partnerships with environmental groups, transparent reporting, or concrete actions in recycling or renewable energy. Brands like Majid Al Futtaim have set the standard by openly sharing their environmental initiatives, from green building practices to renewable energy investments. In 2025, authenticity in sustainability messaging is no longer optional; it’s a prerequisite for brand loyalty and trust in the Middle East.

For tech brands in particular, aligning with local sustainability initiatives and being transparent about environmental impact can set them apart in this increasingly eco-conscious market.

For more details, read the full story here: LINK

3. Crisis Management in the Digital Age: Real-Time, Cultural, and Ethical

In today’s hyper-connected world, crises can escalate with astonishing speed. In 2025, Middle Eastern PR teams are using AI-driven monitoring tools to stay ahead of potential issues, tracking social sentiment and responding in real time. Tech brands are particularly susceptible to digital crises, given the region’s high social media engagement and the potential for misinformation to spread rapidly.

Effective crisis management involves more than just quick responses. Brands must also demonstrate cultural sensitivity and ethical integrity, particularly in a region where values are closely tied to public perception. By proactively engaging and acknowledging concerns, brands can turn crises into opportunities to showcase transparency and responsibility. Remember, silence or delays can be misinterpreted as indifference, making it crucial for brands to have well-prepared crisis management protocols that are culturally attuned.

For tech brands, real-time crisis management supported by AI tools is vital to navigating this dynamic landscape successfully and maintaining consumer trust.

For more details, read the full story here: LINK

4. Hyper-Personalization: Building Deeper Connections

Hyper-personalized messaging goes beyond adding a first name to an email. In 2025, it’s about using advanced data analytics and AI to understand and engage with individual audience preferences, behaviors, and cultural nuances in real time. Middle Eastern consumers appreciate communications that feel personally relevant, and hyper-personalization allows brands to foster these connections at scale.

Tech brands can use AI to analyze behavioral patterns and deliver customized messages that resonate on a personal level. For instance, regional streaming services might adjust content recommendations during Ramadan to align with the season’s cultural significance. For PR campaigns, this can translate into creating customized pitches for journalists or using AI to refine content for audiences in specific Middle Eastern countries, considering factors like language preferences and local customs.

Balancing hyper-personalization with privacy is essential. Tech brands need to practice responsible data management, obtaining explicit consent and being transparent about data collection to maintain consumer trust and avoid crossing ethical boundaries.

For more details, read the full story here: LINK

5. Ethics and Transparency: Winning Consumer Trust in 2025

In an era of growing consumer skepticism, particularly in the Middle East, ethics and transparency are fundamental. Today’s consumers demand honesty and accountability, especially as they gain more access to information through digital platforms. For brands, this means maintaining clear and open communication, admitting mistakes, and avoiding exaggeration or “spin.”

Leading brands like Emirates Airlines have earned consumer trust by openly sharing their sustainability efforts, handling customer concerns with transparency, and maintaining honest communication. For tech brands, avoiding ethical pitfalls such as greenwashing is essential to building credibility in the region. Brands should ensure all public statements are accurate and verifiable, with a focus on authentic, culturally respectful engagement.

Middle Eastern PR teams must align ethical considerations with regional standards and regulations, especially as countries like the UAE and Saudi Arabia enforce strict guidelines on advertising and media content. By prioritizing ethics and transparency, brands can foster long-term relationships and bolster their reputation across the Middle Eastern market.

For more details, read the full story here: LINK

Looking Ahead: Positioning Your Brand for Success in 2025

As we navigate 2025, Middle Eastern PR is evolving to prioritize authenticity, technological innovation, and ethical transparency. By embracing these trends, tech brands can drive meaningful connections with audiences and reinforce their relevance in a competitive market. AI, hyper-personalization, and sustainability aren’t just trends—they’re strategic pillars that enable brands to create lasting impact.

If you’re a marketing or PR manager at a tech company looking to stay ahead in this rapidly changing landscape, contact us at NettResults. We bring deep expertise in Middle Eastern PR, combining technological insights with a profound understanding of the region’s cultural and ethical nuances. Let us help you navigate the complexities of modern PR, build trust with your audience, and elevate your brand’s influence across the Middle East in 2025 and beyond.