A new year, a new job and a new country. Well, the last isn’t exactly true. I’m back in Saudi Arabia, the country I lived in for a number of years over a decade back. And if it wasn’t for the unmistakable Najd accent and the landmarks, I may be fooled into thinking that I was somewhere else. The change in Riyadh alone has been remarkable. There’s the obvious changes, such as women driving (and yes, I’m both enjoying and a little fearful of sitting in the passenger seat as my wife drives me around a town she used to know even better than me). But there’s also a shift in society, in how people deal with each other. There’s more activities in Riyadh, including live shows (I never imagined I’d see an ice show in Riyadh). Society is shifting, partly due to a top-down push and partly due to the relentless energy of the Kingdom’s youth (who make up the majority of the population).
This means opportunities for communications and communicators. For the past two years, the Kingdom has been in many ways the boom market for new accounts, with the launch of government project after government project. And this increasing focus on Saudi Arabia will inevitably translate to demand for more, better communicators on the ground, professionals who both understand the local market (and its language) as well as the media and communications outside of the Kingdom. For the Saudis, this is key. The country I know, and a people who are the most generous and hospitable in the Gulf, is a far cry from how Saudi Arabia is perceived abroad. Open, transparent dialogues will help alter those perceptions.
In true New Year’s style, I’m going to make a few simple predictions about communications in Saudi Arabia. First of all, I believe that the Kingdom will host more foreign agencies over the coming 12 months – you cannot serve the Saudi market from abroad, even from Dubai (and the UAE’s working week shift makes this more difficult). Second, I also believe we’re going to see more home-grown agencies appear, with specializations in new areas such as internal comms and change comms. And we’re going to see more Saudis enter the comms field, which will be essential if we’re going to create the type of professional I believe who can help the function flourish here, a hybrid who can understand both Saudi Arabia and its people as well as the outside world. Both agencies and those client side need to help make this happen by working with universities and giving young Saudis a taste of what communications is all about.
For now, we’re settling in and enjoying the new Saudi Arabia while getting reacquainted will all that makes this country so special. And I’m hoping to both blog and podcast more from this truly special place. If there’s anything you’d like me to write about, please do let me know!