PR Spotlight: Mohammad Shaban, Founder of Massive Media

Tell us about yourself and your background

My name is Mohammad Shaban, and I have spent over two decades working in the public relations and media industry. My background spans multiple roles within communication, from media relations to digital marketing and content distribution. Throughout my career, I’ve always been driven by a passion for connecting brands with their audiences, creating impactful stories, and enhancing visibility. My experience in the region has allowed me to understand the local media landscape, its nuances, and the growing importance of a strategic PR approach, especially in the UAE and KSA, where the media sector is thriving.

What led to you launching Massive Media?

The idea to launch Massive Media came from witnessing a gap in the local market for a specialized press release distribution service that could provide a balance between quality and affordability. I saw how businesses, particularly startups and SMEs, struggled to navigate the complexities of getting their messages out to the right people. There was a need for a platform that not only distributed press releases but also offered a more tailored and personalized approach to each campaign. With this vision in mind, I founded Massive Media, aiming to become the leading provider of press release distribution in the UAE and the wider Middle East region.

What is it that Massive Media does?

Massive Media is a full-service press release distribution company. We help businesses of all sizes – from startups to large corporations – share their news and updates with targeted media outlets and relevant audiences. Our platform allows for seamless distribution to both local and regional media networks, ensuring that clients’ press releases reach key journalists, editors, and influencers. Beyond distribution, we also provide content creation, press release translation, media monitoring, and post-release reporting to ensure comprehensive coverage.

What is your most in-demand service right now?

Our most in-demand service is our comprehensive press release distribution package, which includes content creation, targeted media distribution, and post-release analysis. Clients value this package because it covers all aspects of a successful PR campaign – from crafting the right message to ensuring it lands in the inboxes of relevant journalists and monitoring the results.

What makes Massive Media unique in the marketplace?

What sets Massive Media apart is our deep understanding of the local and regional media landscape. We pride ourselves on offering tailored solutions, meaning we don’t just blast out press releases to a general list of contacts. Instead, we carefully select the media outlets that are the best fit for our clients’ messages, ensuring higher engagement and better results. Our personalized approach and commitment to quality make us stand out in the crowded marketplace.

How do you help business leaders and entrepreneurs?

We help business leaders and entrepreneurs by amplifying their messages and giving them a voice in a competitive market. Press releases are a powerful tool for building credibility and visibility, and we ensure that our clients’ announcements reach the right audience at the right time. Whether it’s launching a new product, entering a new market, or sharing milestones, we provide the platform and expertise to ensure these messages resonate.

What has been your biggest company achievement?

One of our biggest achievements has been establishing ourselves as the go-to PR distribution service in the UAE and KSA within a short span of time. We’ve been able to build strong relationships with leading media outlets, both locally and regionally. Additionally, we’ve successfully executed several high-profile campaigns for major clients, which resulted in widespread media coverage and boosted our clients’ brand presence.

Why are press releases such an important element of a marketing strategy?

Press releases are vital because they offer a way for companies to communicate directly with the media and the public. Unlike other mediums of marketing, press releases carry a level of authority and credibility because they are news-based. They allow companies to shape their narrative, control their message, and provide timely updates that can attract media attention, generate earned media coverage, and ultimately enhance brand reputation.

What are your top tips for writing Press Releases?

1.. Be concise: Keep it clear and to the point.

2. Craft a compelling headline: The headline is the first thing journalists see, so it needs to grab attention.

3. Lead with the news: Ensure the most important information is in the first paragraph.

4. Use quotes: Include quotes from key stakeholders to add credibility and a human touch.

5. Include a call to action: Whether it’s linking to a website or offering more information, guide the reader on what to do next.

How do you measure the success of a distributed Press Release?

We measure success through a variety of metrics, including media pickup, impressions, and the reach of the release. Post-distribution, we provide clients with detailed reports showing which outlets covered the release, how many people were potentially exposed to it, and the estimated PR value. Additionally, we monitor website traffic and backlink generation to evaluate the broader impact of the campaign.

Do you manage media interest post-press release distribution?

Yes, we manage post-release media interest. If a press release generates interest from journalists or media outlets, we facilitate interviews, provide additional information, and handle any follow-up communication on behalf of our clients. This helps to maintain momentum and ensure sustained coverage.

Can you provide an example of a successful press release campaign you have managed?

One notable success story was for a regional tech startup launching their new app. Through a well-crafted press release and targeted media distribution, we secured coverage in several top-tier publications, both in the UAE and internationally. The press release generated significant interest, leading to interviews and features in leading tech blogs, and helped drive thousands of downloads in the first-week post-launch.

What are the current trends in the Press Release industry?

One of the most notable trends in the press release industry is the increasing integration of SEO practices. Press releases are not just about gaining media attention but also about boosting online visibility. Companies are optimizing their releases with relevant keywords, links, and multimedia elements to ensure they rank higher in search engines, driving organic traffic.

How do you see the industry evolving over the next few years?

In the next few years, I see the press release industry evolving to be more data-centric and technology-driven. AI and machine learning will play a significant role in how press releases are crafted, distributed, and optimized. We’re already seeing AI tools assisting in content creation and media targeting, and this will only become more sophisticated, allowing for highly personalized and precise distribution strategies.

How do you stay up to date with industry trends?

I stay up to date by actively engaging with industry publications, attending PR and media events, and continuously learning through networking with professionals in the field. It’s important to remain informed about the latest technologies and strategies in order to provide the best possible service to our clients.

What is your vision for the company?

Our vision is to expand Massive Media’s services beyond the UAE and into other key markets across the Middle East. We aim to become the premier press release distribution company in the region, known for our tailored approach and commitment to client success.

How can our readers find out more about you and your services?

Readers can visit our website for more information about our services and offerings: https://www.massivemediame.com

They can also connect with us on LinkedIn: https://www.linkedin.com/company/massivemediame

Or reach out directly to discuss how we can support their PR and media needs.

Editor-In-Chief of Bizpreneur Middle East