Tell us about yourself, your background, your journey to founding SOAR PR, and your current role
I’ve always been passionate about helping brands and their founders thrive through creative and authentic communication strategies. At every stage of my career—from corporate communications to brand building and PR—it has always come down to storytelling and forging meaningful connections. Every experience has provided valuable insights through a different lens, which ultimately led me to found SOAR PR.
SOAR PR was founded to approach things differently, identifying a niche in the market for a multifaceted PR agency that extends beyond traditional media outreach and embraces the full spectrum of brand growth. The vision behind it was to build an agency that takes a 360° approach—combining modern PR techniques, creativity, a personal hands-on approach, and insight-driven consultancy to deliver measurable results for clients.
It’s no secret that working in public relations can get a little hectic; some days, the phone rings non-stop, coffee flows endlessly, and the growing list of to-do’s can build up! While it’s impossible to predict exactly what each day will bring, one thing remains constant: no two days are ever the same.
As the founder, overseeing strategic growth and new client acquisitions is a key focus, along with actively collaborating on client campaigns to ensure that every strategy aligns with their specific goals. Having said that, it’s important to note that SOAR PR thrives because of its dedicated team, and building a strong group of individuals who treat the company as their own has been vital to our collective success. Each team member contributes far more than just their official title. We’re strategists, communicators, designers, creators, and storytellers. Together, we champion our mission of driving success for both emerging and established brands. Every day presents an opportunity to make a real difference for our clients, and frankly, that’s the hat that fits us best.
What exactly does SOAR PR do?
We are a results-driven, full-service public relations agency that specialises in building awareness, shaping public perception, and enhancing brand reputation through creative, insights-driven campaigns. Our agile team operates across various industries including real estate, finance, sustainability, lifestyle and automotive.
Our core services encompass media relations, influencer marketing, social media strategy, and digital marketing. At SOAR PR, we take a 360° approach to client initiatives, examining the entire brand ecosystem—its goals, target audience, competitors, and market dynamics—to develop tailored campaigns that yield tangible results. Whether launching a new product, increasing brand visibility, or engaging a target audience on social platforms, we seamlessly integrate PR and digital marketing strategies to maximize impact.
What makes SOAR PR unique in the PR marketplace?
While many agencies operate in silos, focusing solely on media coverage or content creation, we view PR as an essential component of a brand’s overall business strategy. Our campaigns are crafted not just to generate buzz, but to drive key business outcomes that enhance a brand’s identity and foster growth.
The PR landscape is evolving rapidly, and we have fully embraced that change. Whether leveraging influencer partnerships, engaging in digital storytelling, or incorporating data-driven insights, we continuously strive to develop the most effective strategies for our clients’ growth. Our priority is to remain agile and open-minded in our approach, and our experience across multiple industries has enabled us to leverage insights and tactics innovatively from one sector to another.
What has been your biggest success since launching?
Our greatest success lies in the privilege of collaborating with truly inspiring leaders and founders across various sectors, including automotive, fashion, sustainability, and finance, to name a few. These individuals and companies are making remarkable strides in their fields, and being part of their journeys is a responsibility we hold dear. Helping them soar, sharing their stories, and witnessing their impact is one of the most fulfilling aspects of our work.
Moreover, our success is significantly attributed to the strong relationships we’ve developed with top journalists and content creators in the regions we serve. Over time, we’ve cultivated connections with key media figures, enabling us to consistently secure valuable coverage for our clients. These trusted partnerships play a crucial role in bringing our clients’ narratives to the forefront, ensuring their stories resonate with the right audiences.
What current trends do you see in the PR industry in Dubai?
In Dubai, the PR industry is evolving rapidly, fueled by digital transformation. One of the most significant trends is the ongoing rise of influencer marketing, where regional influencers have become powerful advocates for brands. While this trend has been established for some time, the tone of content creation has shifted. Brands are now integrating more organically into influencers’ lifestyles, presenting a more authentic and honest narrative.
In this era of instant communication, the importance of crisis management and transparent communication has never been more critical. Brands are proactively preparing for potential challenges, emphasizing the need to maintain trust and credibility with their audiences.
Additionally, there is a growing awareness among brands regarding their environmental and social responsibilities. As a result, PR agencies are prioritizing the authentic communication of these values, assisting clients in effectively showcasing their commitment to sustainability and social impact.
What are your top 3 strategies for a successful PR campaign?
1.. Clear, Measurable Objectives – A successful PR campaign starts with a clear understanding of the brand’s objectives. Whether the goal is to raise awareness, shape public perception, or enhance brand reputation, defining measurable goals from the outset is essential. Each brand will have multiple campaigns, each with distinct objectives and definitions of success.
2. Targeted Storytelling – Know your audience and tailor your message to resonate with them. It’s not about pushing a generic story out to everyone; it’s about crafting a message that appeals to specific audiences.
3. Multi-channel Approach – A modern PR campaign should integrate multiple channels—traditional media, digital platforms, influencers, social media, and events. By using a mix of touchpoints, you can create a cohesive experience that maximizes reach and impact.
Why is lead generation an integral part of any PR campaign?
Lead generation serves as the vital link between PR efforts and tangible business outcomes. While PR focuses on building awareness and trust, lead generation translates that interest into actionable results that drive business growth. By fostering connections, brands can engage with prospects, nurture relationships, and establish trust, ultimately leading to long-term loyalty.
Integrating a lead generation strategy with PR campaigns is essential to ensure brands have clear visibility on engagement and ROI. This alignment enables informed decision-making that directly impacts the bottom line, maximizing the effectiveness of both PR and lead generation efforts.
What are your top tips for lead generation campaigns?
1. Create Valuable Content – Whether it’s an exclusive offer, a how-to guide, or a downloadable resource, providing valuable content encourages users to engage with your brand and offer their contact details.
2. Use Social Media Ads – Social platforms like Instagram and LinkedIn offer precise targeting options, allowing brands to reach their ideal audience with lead-generating ads.
3. Partner with Influencers – Collaborating with influencers who align with your brand can drive high-quality traffic and generate leads from a trusted source.
As a results-driven creative agency, how do you measure the results of a PR campaign?
We use a combination of metrics depending on the campaign’s goals. For media outreach, we track coverage, sentiment, and audience reach. On the social media front, we monitor engagement rates, follower growth, and website traffic. We also emphasize gathering and analyzing client feedback through surveys, reviews, and direct interactions. This helps us assess client satisfaction, identify areas for improvement, and refine our strategies. The key is to tie these metrics back to the original objectives of the campaign, ensuring we’re consistently aligned with client expectations and campaign goals.
Do you handle social media marketing for your clients?
Yes, social media management is one of the core parts of our offering. We not only help clients develop tailored strategies based on their goals and target audience, but we also create compelling content that aligns with their brand identity. Our approach to social media goes beyond just posting—we focus on building and nurturing online communities, actively engaging with followers, and sparking meaningful conversations. We utilize data-driven insights to continually refine our strategies and ensure we are maximizing reach, engagement, and overall impact. Social media is an incredibly powerful tool for storytelling, connecting directly with audiences, and driving brand growth, and we ensure that each campaign we run enhances our clients’ digital presence in an authentic and impactful way.
What is your favourite social media platform and why?
While we leverage various platforms, the Meta suite—from Instagram to WhatsApp—remains some of our daily used favorites. Recently, LinkedIn has emerged as a go-to platform, particularly for building thought leadership and connecting with professionals across diverse industries. It offers a unique opportunity to engage with a focused, career-oriented audience, making it ideal for B2B communications, corporate storytelling, and showcasing industry expertise.
LinkedIn’s algorithm favors meaningful interactions, enabling brands to forge deeper connections with their audience through insightful content, networking, and direct engagement. As such, it has become an invaluable tool for any brand seeking to enhance its presence in the professional arena.
Do you use influencer marketing as part of the PR strategy?
Absolutely. Influencer marketing is a key element of many of our PR strategies, particularly in lifestyle, beauty, and consumer-facing industries. By partnering with influencers, we leverage their existing audiences to build authentic connections with target demographics. The power of influencer marketing lies in the trust these individuals have built with their followers, which translates into higher engagement and conversion rates for brands.
That said, influencer marketing isn’t a one-size-fits-all solution. While it works exceptionally well in industries where visual appeal and lifestyle influence play a role, such as fashion, beauty, and travel, it may not be as effective in B2B or highly technical sectors. In these cases, we may turn to thought leaders or industry experts rather than traditional influencers to drive campaigns.
How do you measure the effectiveness of an influencer marketing campaign?
When measuring the effectiveness of an influencer marketing campaign, we look at a combination of factors. First, we assess the overall engagement—this includes likes, shares, comments, and other interactions with the influencer’s content. These metrics give us a sense of how well the content resonated with the audience.
Next, we examine the reach and impressions to understand how many people were exposed to the campaign and how often. But it’s not just about numbers; we also focus on the quality of interactions. Are people engaging thoughtfully with the content? Are they asking questions, making purchases, or sharing their own experiences?
Conversions are another key indicator. Depending on the campaign goal, this could be anything from website traffic, sign-ups, or sales that are directly attributed to the influencer’s efforts.
Finally, we take a step back and evaluate the overall brand sentiment and long-term impact. Did the influencer help create a positive buzz around the brand? Is there sustained interest in the product or service post-campaign? By looking at these combined metrics, we can get a holistic view of a campaign’s success.
What is your favourite PR strategy and why?
I’m a big fan of integrated PR strategies—those that combine multiple tactics like influencer marketing, press releases, and social media engagement. However, if I had to choose one, I’d say one of my favorite PR strategies is rooted in proactive pitching; working closely with the media and key journalists to develop interview pieces that share compelling stories. This approach not only highlights the unique narratives of individuals or brands but also fosters genuine connections with audiences. By crafting thoughtful interviews in the form of podcasts, radio, or written channels, we can provide deeper insights into the people behind the brand, showcasing their values, challenges, and successes.
I find that this strategy goes beyond traditional press releases by creating a more engaging and relatable narrative. It allows for a richer portrayal of a brand’s mission and impact, making it more memorable to the audience. Additionally, interviews can generate meaningful media coverage, enhancing credibility and visibility while building authentic relationships with journalists. Ultimately, this strategy aligns with my passion for storytelling and amplifying voices that deserve to be heard.
As a leading digital marketing company, how do you see AI impacting the PR industry in UAE?
AI is already reshaping the PR industry, both globally and in markets like Dubai and the UAE. Advanced tools such as predictive analytics and social listening platforms enable PR agencies to forecast trends, measure sentiment, and fine-tune messaging with greater precision. These innovations also assist in personalizing content for specific audiences, enhancing the relevance and impact of campaigns.
Looking ahead, I anticipate these tools will take on an even bigger role in automating routine tasks like media outreach and reporting, freeing up PR professionals to focus more on strategy and creative execution. Additionally, these advancements will become critical in real-time crisis management, helping brands identify potential issues early in order to respond swiftly.
How do you stay up to date with trends related to the industry and clients?
I personally dedicate time each week to reading industry publications, following thought leaders on platforms like LinkedIn, scrolling through the content of trendsetters on Instagram, and attending industry events. Networking with peers in the industry is another great way to share insights and gain fresh perspectives.
We also invest in ongoing training for our team. Whether it’s learning about new PR tools or diving into the latest social media algorithms, staying educated ensures that we’re always ahead of the curve. Finally, we regularly analyze data and insights from our campaigns, using these learnings to optimize future efforts.
What are your goals as a company over the next 5 years?
At SOAR PR, our primary goal is to become the go-to agency for growth brands in the UAE and Hong Kong. We aim to further diversify our portfolio across new industries, leveraging our integrated PR strategies to help businesses of all types realize their vision and achieve their objectives. I truly believe continuous learning is essential, and working across different sectors is one of the best ways to foster that growth.
Another important objective is to enhance our digital PR services by incorporating more AI-driven tools. As the boundaries between PR, social media, digital marketing, and AI continue to merge, we aspire to lead the way in providing holistic, data-driven solutions that drive both brand awareness and commercial success.
Lastly, we are committed to cultivating long-term client relationships built on trust and measurable results. Our goal is to be recognized not only for delivering outstanding campaigns but also for being true partners in our clients’ growth journeys.
How can readers find out more about you and SOAR PR?
If you’d like to learn more about what we do at SOAR PR, feel free to visit our website where you can find case studies, client testimonials, and an overview of our services. https://soar-pr.com
You can also send us an email at hello@soar-pr.com, connect with me personally on LinkedIn, or follow SOAR PR on Instagram and LinkedIn. We’re always open to discussing how we can help your brand SOAR!
