As part of The Catalyst’s Women’s Day initiative, #SheIsInfinite, we connected with Anastasiya Golovatenko, PR Director, Sherpa Communications to gain insights into the evolving landscape of digital PR for technology companies in the Middle East. With her expertise in strategic communication and thought leadership, Anastasiya is shaping how tech brands position themselves in a competitive market.
What are the emerging digital PR trends for promoting technology companies in the Middle East?
Tech companies often excel in leveraging data, and creating industry reports or whitepapers can be an effective way to promote their expertise. These materials provide valuable and engaging content for the business community while also securing quality publicity in the digital space.
In 2023, a survey by Content Marketing Institute revealed that 71% of B2B marketers found whitepapers to be among their most effective content marketing tools for establishing thought leadership. Additionally, reports offering localized insights tailored to specific regions, can achieve up to 37% higher engagement rates, according to a HubSpot study.
Discuss the role of automation in streamlining PR efforts in 2025, particularly for real-time crisis management?
Automation has become essential for PR specialists and marketers in today’s fast-paced world, where keeping up with daily developments would be nearly impossible without it. Advanced AI and ML tools, for instance, help PR teams monitor media and social platforms in real time, swiftly identifying potential crises as they arise.
How important is data analytics in identifying consumer sentiment and shaping PR campaigns for the regional audience?
Data insights help make better predictions and guide decisions. Understanding what motivates your target audience allows marketers to design campaigns that truly connect with them. In the Middle East, where preferences vary widely between countries, using data analytics helps PR teams create messages that are relevant to the culture, leading to stronger connections and quicker brand loyalty. Notably, in 2023, 91.9% of organizations reported achieving measurable value from their data and analytics investments, highlighting the significant impact of data-driven strategies.
What technological trends are shaping the future of PR strategies for tech-savvy clients?
Data is at the heart of today’s PR work. Professionals are constantly looking for and using tools to help them handle and make sense of large amounts of information. One tech trend, particularly in B2B PR, is data-driven storytelling. By understanding the target audience’s interests, needs, concerns, and motivations, campaigns can be designed to connect on a deeper, even emotional, level.
Among other tech trends are the use of immersive technologies, hybrid forms of audience engagement, the growing demand for video content.
What strategies can brands adopt to work effectively with influencers in the regional market while maintaining authenticity?
There are many nuances when working with influencers. What we can definitely say is that both brands and content creators now understand the importance of producing value-driven content in their campaigns. The content formats can vary—some influencers inform, others educate, and some focus on entertaining their audience. It’s crucial to find the right influencers for collaboration, ensuring they align with the brand’s style, positioning, and values.
As the digital landscape continues to evolve, PR practitioners like Anastasiya are at the forefront of driving innovation and shaping the future of public relations. Their expertise, strategic vision, and adaptability are redefining how technology companies establish their presence and engage with audiences.
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