How to Get Media Coverage in Dubai: A PR Guide for Small Businesses
Short answer
To get media coverage in Dubai, find a genuinely newsworthy angle (a first, useful data, a strong opinion on a trend, a local impact story or an expert comment), build a focused list of journalists who cover your topic in English and Arabic media, send short personalised pitches, be available quickly for comment, and offer good images. Consistent expert commentary often brings more coverage than one-off press releases.
Key takeaways
- ✓News value beats self-promotion.
- ✓Targeted pitches beat mass emails.
- ✓Fast, quotable expert comment builds relationships.
- ✓Arabic media widens your reach.
Newsworthy angles
| Angle | Example |
|---|---|
| First or new | First service of its kind in the UAE |
| Data | Survey of local customers (real data only) |
| Trend comment | Expert view on a trending topic such as ChatGPT ads |
| Local impact | Jobs, community or sustainability story |
| Founder story | Unusual journey or mission |
| Events | Launch or industry event |
The process
- Pick the angle and key message.
- Build a media list by topic and outlet.
- Write a short pitch (under 150 words).
- Attach or link a press release and images.
- Follow up once, politely.
- Share coverage on your site and LinkedIn.
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Journalists need fast, credible comment. Publish clear opinions on trends, keep a short expert bio ready, and respond quickly. Trending topics such as the Tesla Roadster reveal or GPT-6 are chances to offer business commentary.
A worked example
A Dubai logistics startup commented on new e-commerce trends with three clear takeaways for UAE retailers, sent to five relevant journalists within hours of the news. Two used quotes, and one later invited the founder to a panel.
Key terms
- Earned media: coverage you do not pay for.
- Pitch: a short email proposing a story.
- Embargo: an agreement not to publish before a set time.
Mistakes to avoid
- Sending ads disguised as news.
- Mass emails to unrelated journalists.
- Slow replies to media requests.
- Invented statistics.
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Building relationships with journalists
Media coverage is easier when journalists already know you as a reliable source. Follow journalists who cover your industry, share their articles thoughtfully, and offer helpful background information without always asking for coverage. When you pitch, make it easy: a clear headline, two or three key points, a quote, and contact details.
Timing matters. Trending news creates demand for expert comment within hours, so prepare a short bio, a high-resolution headshot and a list of topics you can speak about. Responding quickly with a clear, quotable view is often more effective than a long press release sent days later.
Questions to ask before you start
- What is our newsworthy angle?
- Which journalists cover our topic?
- Who is our spokesperson?
How do I get my business in the news in Dubai?+
Find a newsworthy angle, pitch relevant journalists and offer quick expert comment.
Should I pay for press coverage?+
Paid content is advertising and should be labelled. Earned coverage comes from news value.
Do I need a PR agency?+
Not always; small businesses can start with targeted pitching and expert commentary.
Should I pitch Arabic media?+
Yes, with Arabic materials and spokespeople where possible.
How long does PR take?+
Relationships build over months; trending comments can work quickly.
Can Husbar help with PR?+
Yes. Email team@husbar.com.
How quickly should I respond to a journalist?+
As quickly as possible, ideally within hours, especially for news stories.
Do journalists accept pitches on WhatsApp?+
Email is standard; use WhatsApp only if a journalist prefers it.
What is a media kit?+
A pack with company facts, bios, images and contact details for journalists.
Sources
- [UAE Media Council](https://uaemc.gov.ae)
- [Dubai Media Office](https://mediaoffice.ae)
Team Husbar
Husbar Editorial
Team Husbar is the strategy, psychology and research team at Husbar, a psychology-led growth agency headquartered in Dubai. Together we have worked with 100+ brands over 10+ years.
Want this applied to your brand?
We will find the psychology behind your lost sales and show you what to fix first.
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