I feel like I’m writing something Kafka-esque. In in the Middle East, a geography of 200 million souls who read and write essentially the same language (I’m going to side-step the awkward question of how Arabic is spoken), and I’m working in communications. And yet, the industry is dominated by non-Arabic language speakers, at least in cities such as Abu Dhabi, Doha, and Dubai.
This isn’t just anecdotal. Overall, just 32% of respondents to PRCA MENA’s inaugural Middle East PR and Communications Census 2019 were nationals of countries in the region. Overall, a fifth of the region’s PR professionals are British, 18% come from India, and the range of other nationalities represented are indicative of the Middle East PR corps having a richly-varied culture mix.
Diversity matters, of course. But I don’t think we even have that when it comes to engagement, given that so much of the content being produced is in English (the most widely spoken language in the UAE isn’t even English, it’s Hindi).
There’s been a concerted push by governments to promote the Arabic language. Friday the 18th of December is the UN Arabic language day. And Dubai’s Sheikh Mohammed Bin Rashid Al Maktoum launched Madrasa, an online initiative with over a thousand videos to help promote learning of the Arabic language.
The communications industry has to play its part too. There’s obvious benefits to improving our ability to communicate in and create Arabic language content. We’ll be reaching a much wider audience in their language. In addition, understanding a language is one step to understanding a culture and its traditions. And by strengthening our Arabic language capabilities, we’ll be able to put Arabic first and create content that’s not translated (any Arabic language native speaker can spot translated content a mile off).
This isn’t going to be a short-term fix. Many of the Arabic-language experts working on the agency side are from countries such as Egypt, Iraq and Syria. Given politics in their own countries, it’s much harder to come across visas for them. We’ve got to do more with the Arab nationals who are already in the Gulf region.
So, what role can we play to change?
Develop Arabic Talent
First of all, we’ve got to foster stronger connections with universities across the
region, and better educate Arab youth on the opportunities that a career in public relations and communications will provide. And we have to do this as an industry. It’s something I hope that the PRCA will continue to work on.
Support Arabic Leadership
Part of the lack of appreciation for the Arabic language is that there aren’t enough Arab nationals in leadership roles, both on the agency side and with clients. Global agencies especially must prioritize fast-tracking Arab talent into leadership roles.
Most of the Arabic content put out by communicators is actually translated from English. We’ve got to turn this around, and start prioritizing Arabic content production, both in the written word, with audio and video. Arabic is such a rich, descriptive language, and so much is lost when content is merely translated.
There’s no better place to start than with myself, and I’m going to commit to writing more myself in Arabic. If you have any suggestions on this subject, please do share them.