PR remains a highly relevant activity for businesses because of how people discover and evaluate brands. Audiences are constantly exposed to information across news sites, social media, Google search, and word of mouth, and they rarely rely on a single source to form an opinion. In this kind of environment, brands need more than just visibility. They need credibility that shows up consistently in different places. PR plays a key role here because it builds awareness organically through third-party endorsement, rather than direct promotion.
Sherpa Communications asked different businesses and analysed why they invested in PR over the past year. The responses were consistent across industries, with four key elements standing out.
Market entry and brand visibility
For many businesses, especially global companies entering the UAE and wider regional markets such as Saudi Arabia, one of the key priorities is building visibility. Entering a new market is not only about launching operations. It is also about making sure the right audiences know who you are, what you offer or what your latest developments in the market are. PR plays an important role here by supporting market entry, building awareness and helping brands establish credibility in a competitive environment.
The same applies to local and regional businesses. No matter how strong the product or service is, in many ways, if you cannot be found, your business is assumed not to exist. Consistent visibility helps ensure brands stay part of the market conversation, remain relevant and are better positioned for potential engagement.
Staying visible in competitive markets
Brands also rely on strategic communications to avoid losing visibility. Attention spans are short, and competitors are constantly pushing out new messages. Brands reported that if they are not consistently present in the conversation, they can quickly fade from public memory, and PR helps them maintain a steady presence and credibility over time. While many businesses see this as important for long-term brand recall and ongoing inbound interest, there is often a common misconception that strong operations alone are enough to drive growth and that PR is not needed. However, that approach often leads to reduced visibility over time, while more active competitors continue to win. In simple terms, brands that stay visible tend to benefit more from the ecosystem.
Simplifying complex products and services
Another major reason companies said they use PR is due to product/service complexity. Many modern products or services, especially in tech, logistics, retail, construction, satcom and other similar verticals, are not easy to instantly understand. Even strong solutions can be misunderstood if they are not clearly communicated. PR helps bridge this gap by turning complex messages into clear stories through articles, interviews, case studies, expert commentary and other formats. This makes it easier for customers, partners, and investors to understand what a brand actually does and why it matters.
Adapting to constant market change
Markets today change quickly, and thus, companies often update their products, add new services, or shift their focus to stay relevant. Because of this, brands need to keep reintroducing themselves in a way. PR helps communicate these changes clearly to the outside world. Whether it is a new launch, a partnership, or a shift in direction, PR ensures the message reaches the market in a structured and strategic way.
Brands that actively use the power of strategic communications are better positioned to remain part of the conversation in a constantly evolving market such as the UAE and beyond.