Meet Rowaidah Bibers: A Woman Shaping Egypt's PR Landscape

In this interview, we'll learn more about Rowaidah's journey, her thoughts on PR in Egypt, and her advice for others who want to follow in her footsteps. Buckle up as we dive into Rowaidah's inspiring journey and snag some golden advice for anyone who wants to conquer the exciting world of PR!

1. What sparked your interest in PR and communication?

My journey into the world of PR and communication began 18 years ago, quite by chance. At the time, I was working for a large multinational company when an opportunity arose to join a regional PR agency. I knew nothing about the PR field, and transitioning from a large company to a much smaller one was a significant challenge. The differences were huge, not only in company size—from over 100-200 employees to just 20—but also in corporate culture and work dynamics.

Initially, the shift was overwhelming, and I faced many uncertainties and conflicts. However, after six months, I discovered my talent and passion for PR. Despite my initial fears and doubts, I realized the importance of personal skills in this field. The diversity and dynamic nature of PR captivated me—I wasn't confined to a desk but constantly engaging with new people and ideas.

As I embraced these challenges, I found that my personal skills were well-suited to the demands of the PR field. This realization allowed me to transform my abilities into a successful career, and I quickly became passionate about the field. The ability to build relationships, think strategically, and communicate effectively resonated deeply with me, and I knew that I had found my calling.

2. Can you tell us about your journey to establishing The PROs? What challenges did you face?

Establishing The PROs was both a challenging and rewarding journey. After accumulating 16 years of experience and gaining extensive insights into the market, both domestically and internationally, I felt confident and prepared enough to inaugurate my own company. Supported by a clear vision and a solid foundation of past experiences, it was about time!

The initial challenge was the sheer process of starting my own business. Although my extensive experience made it relatively straightforward to set up the company, the real difficulty lay in the operational mechanisms, such as building a cohesive team and creating a structured organization. I had to navigate the complexities of talent acquisition, team management, and process development while ensuring that our vision and values were embedded in every aspect of the company.

One of the toughest hurdles was finding a highly experienced and skilled team. Fortunately, I was blessed with an exceptional team that quickly became amongst the best in the Egyptian market. The PR field is inherently challenging, with only a handful of companies—perhaps 10-15 in the market, and only 3-4 with a high level of expertise.

However, the greatest challenge is not competition but continuity and consistency. The true test lies in sustaining the company's performance and navigating the various waves and challenges that come our way. It’s about ensuring the company’s long-term stability and success, regardless of external pressures.

3. How has the PR landscape in Egypt evolved over the years?

The PR landscape in Egypt has undergone a significant transformation, particularly with the advent of digital technology. When I first entered the field, we used to write press releases by hand and send them via a courier. The process was time-consuming, and the dissemination of information was slow and hard.

Today, we have moved into a digital era where press releases can be sent via email and even through platforms like WhatsApp when necessary. This shift has drastically reduced the time it takes to publish information, making it possible to disseminate news in a matter of minutes.

This digital transformation has not only increased the speed and efficiency of communication but has also broadened the reach and impact of PR activities. The ability to leverage digital tools and platforms has revolutionized the way we engage with media and the public, making the PR industry in Egypt more dynamic and responsive than ever before.

The evolution of the PR landscape has also led to a greater emphasis on data-driven strategies, social media integration, and content marketing. As a result, PR professionals must now possess a diverse set of skills, including digital literacy, analytical thinking, and creative storytelling. This shift has presented both opportunities and challenges, but it has undoubtedly elevated the role of PR in Egypt, allowing us to make a more significant impact on our clients' businesses and the wider community.

4. What are some unique aspects of PR in the Egyptian market compared to other regions?

The Egyptian market holds a unique position in the PR landscape for several reasons. Firstly, journalism in the Arab world has deep roots in Egypt and Lebanon, which are known for their talented writers and influential media presence. Egypt, in particular, boasts a higher number of journalists than any other country in the region, contributing to its vibrant media environment.

The speed at which news spreads in Egypt is remarkable, often disseminated within minutes. This rapid flow of information makes the Egyptian media market exceptionally dynamic and responsive. Furthermore, Egypt's strategic position and significant influence in the Arab world enhance its media market's strength and reach. The country's rich cultural heritage and strong emotional connections also play a crucial role in shaping the PR landscape. For instance, Egyptians are known for their love of humor, which can be leveraged in campaigns to create memorable and engaging content.

5. With the rise of social media, how has the approach to PR changed?

The rise of social media has dramatically changed the landscape of PR, primarily by accelerating the speed at which information—and crises—can spread. In the past, crises typically emerged from traditional media sources such as newspapers or authorized media outlets. These sources provided a level of credibility and verification that helped manage the flow of information.

Today, however, social media platforms are often the first places where news breaks, which can lead to unverified and sometimes false information spreading rapidly. One of the most significant changes in PR is the need to address crises that originate from social media. Unlike traditional media, where news is authorized and verified, social media can amplify rumors and unsubstantiated claims quickly.

This shift requires PR professionals to be more vigilant and proactive in monitoring social media channels. It is crucial to distinguish between authorized news from credible media outlets and trends or discussions on social media that may not be based on verified information. For instance, if a rumor about a celebrity's death surfaces on social media but hasn't been reported by any authorized news channel, it is likely, not true. This distinction between authorized news and social media trends is vital for maintaining credibility.

As PR professionals, we emphasize the importance of relying on traditional, authorized media for verified news while also acknowledging the role of social media in shaping public perception and trends. Educating clients and the public about this distinction is essential in navigating the modern PR landscape effectively. By incorporating social media into our PR strategies, we can leverage its real-time messaging capabilities to amplify our messages and reach a broader audience.

6. What sets The PROs apart from other PR agencies in Egypt?

At The PROs, our distinguishing factor lies in our emphasis on human skills. Building a team with the right talents and fostering their growth is a continual challenge and priority for me. I am committed to ensuring each team member operates at their highest potential, which is vital for our success.

One of the significant challenges we face is aligning the expectations and work ethic of the new generation with the demands of the PR field. This generation is accustomed to the fast-paced nature of social media, where information is readily available and instantaneous. This has created a perception that understanding PR can be achieved quickly, which is not the case. PR skills require experience, practice, and patience—qualities that technology's immediacy can sometimes undermine.

At The PROs, we prioritize cultivating and nurturing the essential human skills within our team, driven by a vision to transform our staff into exceptional media consultants who can thrive not only in the Egyptian market but also globally, equipped with the expertise and adaptability to navigate diverse challenges and opportunities. By investing in the growth and resilience of our people, we ensure that The PROs remains distinctive, offering unparalleled expertise and service. This approach not only sets us apart from other agencies but also allows us to deliver exceptional results for our clients.