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In The Hot Seat – Ahmad Al Nashash

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Team TMN sits down with Ahmad Al-Nashash, Editor at Petrolhead Arabia, who talks about transitioning from PR to journalism and what he thinks about the media industry in the Middle East…

Name: Ahmad Al- Nashash

From: Jordan and Palestine

Current Job Title: Editor at Petrolhead Arabia

When did you first arrive in Dubai?

In 1997.

Where did you work prior?

Prior to my current role, I worked with Drive Arabia as Arabic Editor and most recently with Secret PR as PR Executive.

What were your first impressions of the media industry in the Middle East?

It is different and tough. I assumed that working with and in media would be similar to other industries related to business, but in reality it is different. I realised this from my time as a PR executive, dealing with media has somewhat of an art to it in order to keep them happy and get what you want at the same time.

Has your opinion changed much?

Not much, I also just noticed how competitive the media industry is.

Tell us about your current role…

I make sure anything automotive-related happening in the UAE is covered. I also review cars for potential buyers and petrolheads alike.

 What challenges do you face?

Finding a perfect balance to have the review readable by auto enthusiasts, while remaining attractive to your everyday person looking to buy a car.

How do you overcome writer’s block?

I simply go for a long drive.

What’s the most rewarding part of your job?

To experience magnificent cars and put that experience down on paper.

How would you rather be contacted at work?

Email, phone or text. I am not picky!

What is one of the things you know about journalists that you didn’t know as a PR professional?

I have noticed the comradery amongst them.

As an Editor now, do you have a PR pet peeve when working with PR professionals or agencies?

Yes, confirmations that falls through at the last minute!

What have you taken from previously working in the PR industry to your journalism career?

I know what PR professionals go through with their senior colleagues and clients when journalists do not come through with promises. So I try to be as cooperative as possible to turn things around and make life easy for them.

How would you describe yourself at work?

I have been told that I am positive and easy to talk to.

What inspires you?

Progress.

What’s your most overused saying?

If you can’t take the heat, just get out of the kitchen.

Five things you can’t live without?

Family, cars, engine grease, car lifts and the desert.

If you weren’t in your current role, what would you be doing?

I would be elbow deep in grease working in a garage!

If you could have one work wish granted, what would it be?

Constant music in the office.

What’s your most used social media platform?

Facebook

What advice would you offer to someone looking to start a career in the media industry in the UAE?

Starting a career in the media industry is not as easy or as glamorous as you may think.

Five Minute Focus – PR Pressure

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Team TMN sits down with Sarah Mohamed, Founder and Director at Secret PR to find out more about the second edition of PR Pressure…

 Tell us a bit about PR Pressure and when it will be held.

Launched in May 2016, PR Pressure is a series of conferences that address the challenges faced in the industry. Topics for the conference are chosen by the target audience to ensure that they’re relevant and up to date. Our aim is to bring media and communications professionals together to share their experiences and help the industry come up with pragmatic solutions for the region. The second edition of PR Pressure will take place on Wednesday, March 1, 2017 at the Metropolitan Hotel, Sheikh Zayed Road.

What is the concept behind the conference?

PR Pressure is a place where everyone’s voice is heard. There are many existing conferences around the region that discuss similar topics and issues, however, speakers are usually redundant and many times, the smaller agencies are under-represented. We cannot grow without acknowledging different professional levels and this serves as a platform for students, freelancers, juniors and seniors to voice themselves.

Did you face any challenges when you launched the event last year?

I think our biggest challenge last year was setting the foundations for PR Pressure. Standing out from other similar platforms and creating a solid brand for PR Pressure was a priority. The team and I had to work on organising the event while also managing our existing clients, it was quite tough to manage our time internally while still maintaining a healthy work/life balance.

Why do you think the Middle East PR industry needs a platform like PR Pressure?

PR Pressure is not just for the suits and ties, it is a casual open discussion where one can ask a question and not feel like they’re the only one who’s not in the know. I feel that the industry needed a platform like this, with a unique environment unlike other such events.

How will 2017’s PR Pressure be different from the first one that was held last year?

Aside from the different topics, we’ve decided to include more people on each panel to better capture the various sectors of our industry. Last year’s attendees requested for more in-house and media insight and that’s something we’ve worked to achieve for this year. Unlike last year’s conference, the sessions in March will also have live English and Arabic interpretation to allow more people to get involved despite our language barriers.

 What will be the topics of discussion at the second edition of the conference?

The topics for the conference are selected keeping in mind the common challenges faced and suggestions from our PR and media circles. There exists a level of uncertainty about the legal aspects of our industry and so this year, one of the sessions, ‘Maintaining proper form’ will feature lawyers who will shed light on the same. The conference will also address other topics such as complexities of the Arabic language and challenges it presents for copywriters as well as the future of PR in the ever-growing digital realm.

Tell us about your target audience.

Our target audience includes media, marketing and communications professionals as well as students who are looking to specialise in these fields. We have partnered with MEPRA and the PRCA this year to try and get more in-house representatives involved. In the future we would like to welcome more attendees from the client side as well – although I’d have to make sure our primary target is open to that first!

What is the reaction you expect following the event?

I am confident that our attendees will love PR Pressure but the real reaction I hope to achieve is proactive change. I want people to take what they learned at PR Pressure and implement it − that is when we will know that PR Pressure was a true success.

Tell us about the key speakers participating at PR Pressure.

We try our best to ensure that we accurately represent the industry in the region and give the audience a greater variety when it comes to speakers. This year we are lucky to have panellists from local, regional and international companies as well as freelancers, journalists, lawyers, consultants and government agencies. The speakers include industry professionals from companies such as Tactics, The Qode, IHC, Al Roeya Newspaper, Digital Ink, Cicero & Bernay, Procter & Gamble, Cedar White Bradley Group, MCG Associates and the Dubai Sports Council.

How does one register to attend the event?

People can register by filling out a form on our website and for group registrations, you can send through delegate and company names to info@prpressure.com.

 What does the future hold for PR Pressure?

Most of the audience and participants of last year’s event said that they wanted more PR Pressures, so we are looking at either increasing the frequency of our conferences or creating other smaller get-togethers through the year. While we haven’t yet thought about expanding into more countries within the region, it is something that we could consider in the future. For now, I would like to focus more on the UAE as there is still so much to be done.

Secret PR makes new appointment

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Secret PR welcomes Habiba Taleb to the role of Arabic Communications Specialist. With over ten years of experience in media and communications, Habiba previously worked with Radio Msila and most recently with Al Riyadh newspaper as a Correspondent. In her new role, she will work closely with the team to enhance their Arabic capabilities and initiate the move towards an independent Arabic division.

“The demand for Arabic talent is ever growing, especially with regards to Arabic content,” says Sarah Mohamed, Director, Secret PR. “We are proud to have Habiba on our team as she will certainly help us enhance our Arabic capabilities to better serve PR agencies and in-house PR departments across the region.”

Secret PR has appointed new Director of Finance

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Joe Whitehead has joined Secret PR as Director of Finance. Previously with Flowserve in London and in the Dubai office, Joe brings 10 years of experience in sales and marketing with Fortune 500 companies. In his new role, Joe will be responsible for the company’s budget, procurement and financial operations working closely with the Director to assist with business development.

“While I’m new to PR, I’m confident that my experience in sales, marketing, operations and finance will transfer easily to the new role,” says Joe. “I look forward to developing in this position and growing the company with the great team that Sarah has put in place.”

Nitesh Patel joins Secret PR

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Dubai-based PR service provider, Secret PR has appointed Nitesh Patel as Business Development Manager. Previously Business Development Manager for The Oath Legal Magazine, Nitesh brings with him 16 years of experience in sales and customer service. In his new role, Nitesh will be responsible for building and maintaining Secret PR’s client portfolio and aiding in business growth.

“I am very excited to be joining Secret PR,” says Nitesh. “This is a new challenge for me and I believe my experience will allow me the opportunity to really shape the future of the business. I am very happy to be part of this young, dynamic and professional team.”

For further information, contact Nitesh Patel at specialagent.patel@secret-pr.com / +971 (0)55 293 8899