Public Relations Professionals must face the facts. They need the media to get their message out to their clients and target customers. To do this effectively, it's essential to build a mutual respect, says Sawsan Ghanem, Managing Director, Active Public Relations.

Where do you see the greatest opportunities within media today? "From a PR perspective we see that there is even more potential for growth in the PR sector and that more and more companies and organizations are turning to PR and allocating budgets to this discipline." Louay Al-Samarrai, Managing Director & partner, Active PR

Marketing and PR professionals are under a constant pressure to evolve fast and be super creative, even more than their predecessors, thanks to the nature and pace of the digital world. Sawsan Ghanem, Managing Director, Active Public Relations, discusses the need to continuously evolve and adapt simultaneously across all platforms.

As more and more business is done online in the Middle East, Arabian Computer News takes a look at what SMEs must consider when launching a website or social media strategy from the IT side. [...] "It's surprising how many SMEs still have static websites that are out of date, boring, or have inaccurate information." Louay Al Samarrai, Active PR

A global network of independent PR agencies looks for partnerships in the region - Last December, Bob Frauser, president and partner of Public Relations Organization International Inc. (PROI) - a global network of independent public relations companies - came to Dubai to meet his network's Europe, Middle East and Africa (EMEA) partners, and more importantly to further explore new partnerships in the region.

Knowing is not enough, doing and working is the base. Sawsan Ghanem embarks with success to achieve her goals guarded with confidence, love for life, honestly and modesty. She built for her company and herself a big name in the PR world. We leave you with Sawsan Ghanem.

We all know that we understand a concept better when it is explained to us in our own language and appeals to our sensibilities. The same approach should be used when we market a product or service to a target audience in a region. Businesses need to speak the language that people in a particular region will understand, says Sawsan Ghanem, Managing Partner, Active PR.

We profile one of Dubai's most prolific entrepreneurs. The saying goes that behind every successful man there is a successful woman. It would also seem that this could be said when it comes to many of Dubai's successful companies. Women everywhere are setting up businesses which take their industries by storm ans, more importantly, being recognized for their achievements. One such woman is Sawsan Ghanem, managing partner of Active PR.