In light of the growing entrepreneurship movement, the increasing establishment of startups, and the rising need for distinction in a competitive and digitally transforming business environment, public relations is no longer a secondary option. Rather, it has become a fundamental element in building corporate identity, consolidating reputation, achieving sustainability, and driving growth.
In this context, Nadormagazine discusses the strategic role of public relations and the importance of smart investment in it within the modern entrepreneurial world, with media consultant, lecturer, and business development expert Hussam Radi Al-Harbawi. He described the public relations team as “the voice of the institution and its eye on the audience,” emphasizing that “a smart leader integrates public relations from the start and does not call upon it only during crises.” In an extensive interview, we discussed many important points about this topic.
Public Relations: More Than Just Communication
Hussam Radi Al-Harbawi — Media Consultant, Lecturer, and Business Development Expert
In your opinion, what are the fundamental pillars any institution must rely on to ensure that public relations become an effective strategic tool rather than a mere executive function?
Public relations is the communication brain of the institution and the effective arm in building bridges of trust with internal and external audiences. Its tasks range from shaping the mental image of the project, professional communication with all forms of media—print, audio, and visual—to smart interaction across digital platforms, managing crises, and measuring public impressions. The ultimate goal remains to establish a positive and sustainable impression that reflects the project’s identity and values, yielding real opportunities for growth, expansion, and entry into new markets.
From the Beginning to Beyond Success
Public relations is more than just communication (Image by DC Studio via freepik)
When should an institution start activating the role of public relations within its strategic plan? Does delaying this affect its image and identity?
The role of public relations begins from the very first moment of planning any project. It must be an integral part of the core strategy, not a mere subsequent executive tool, a trap many fall into. It is not limited to conveying the image to the public but actively participates in creating and directing it to reflect the project’s goals and values. Its role does not stop at achieving the desired results but extends beyond, turning successes into inspiring stories told to the audience, enhancing the project's mental image, and opening broader horizons for future opportunities and partnerships. Public relations is not a transient phase ending with the project but a comprehensive strategic path to build sustainable institutional presence.
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The Power of Management Support
What elements must exist within an institution to ensure effective and sustainable public relations?
To achieve effective and sustainable public relations, some essential elements cannot be dispensed with:
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Genuine and clear support from top management, translated into a strategic commitment to the importance of institutional communication.
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The presence of a specialized team that is flexible and capable of adapting to changes.
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A clear communication vision that directs efforts and ensures message consistency.
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Possessing a strong and diverse network of relationships with media, decision-makers, and influencers, which is a cornerstone for building influential presence and high credibility.
Successful public relations are not managed as temporary reactive responses but are built within a comprehensive and integrated strategy that employs all available tools to enhance the institution's image and achieve its long-term goals.
What are the main obstacles limiting the effectiveness of public relations within institutions, and how can they be overcome to ensure real impact?
Key obstacles weakening public relations effectiveness include:
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Viewing it as “media decoration” or a luxury rather than a central, integrated strategic function. When marginalized, deprived of administrative support, authority, and resources, it becomes unable to have any real impact, negatively affecting the project.
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Lack of effective communication between top management and the public relations team, which empties efforts of their content and weakens the ability to respond flexibly and professionally to challenges.
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Equally important is the absence of accurate data and realistic analyses, resulting in superficial messages not based on deep understanding of the audience or context, which neither withstand crises nor achieve the desired impact.
Strong public relations are built on trust, knowledge, and real empowerment—not slogans.
The Leader’s Role in Activating Public Relations
How does the level of support from the public relations manager affect the administration's ability to build the mental image and achieve strategic impact?
The public relations manager is a critical factor in activating the role of public relations inside the institution. Responsibility starts with them by integrating public relations into the institutional structure from the founding moment, not treating it as a rescue tool called only during crises. Every successful project needs an integrated communication strategy built from the top and translated into tangible performance.
The manager must grant the public relations team real authority and trust to make thoughtful communication decisions, alongside providing necessary resources and support. Work results should be measured by their actual impact on the mental image, relationship building, and audience loyalty—not just by the number of posts or media coverage volume. A conscious manager understands that public relations are not just a facade but a strategic force contributing to firmly and intelligently shaping the institutional future.
Criteria for Choosing the Team
What criteria should a public relations team meet to ensure its efficiency in thinking, reputation management, and quick audience interaction?
Building an effective public relations team requires considering several essential criteria, notably:
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Deep understanding of the local market nature and target audience.
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Ability for strategic and creative thinking.
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Advanced skills in reputation management, building media relations, and rapid response to urgent situations.
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Initiative spirit, awareness of the project's bigger picture, and passion for genuine communication are indispensable.
Added Value
Hiring a Public Relations Firm Does Not Eliminate the Need for an Internal Media Consultant (Image by rawpixel.com via freepik)
In the Gulf region, known for its dynamic economic and media environment, having a specialized public relations partner is an added value, especially for startups or companies lacking strong internal communication structures. However, forming a professional internal team remains a critical strategic option, particularly when led by someone with a clear vision, deep understanding of the project’s culture, and effective media relations. This leader forms the vital link between the institution's identity and its communication narrative with the public.
When outsourcing to an external public relations firm, it is advisable to have an internal media consultant as a liaison between management and the firm to ensure message consistency with the institution’s identity and goals, and provide the necessary communication guidance suitable to the local market’s particularities.
Specialized public relations companies are important partners in certain cases, such as major campaigns, initiative launches, or international expansion. However, they do not replace the importance of having an internal strategic mind managing institutional communication from within, ensuring continuity and effectiveness in responding to daily changes.
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