UK’s leading PR Academy launches operations in Dubai


Cementing the UAE’s position as a global hub for PR and communications

  • Combining the expertise of PR Academy UK with the thriving regional PR landscape, the partnership is expected to strengthen the MENA PR industry
  • PR industry in MENA currently valued at AED 3.7 billion, and expected to reach AED 7 billion by 2030
Reem Masswadeh, Head of Communications at The PR Academy MENA

The PR Academy MENA has announced the launch of its services in the region, with its base in Dubai, triggering a new shift in the public relations (PR) industry in the UAE and the wider region. The PR Academy will now enable both seasoned and aspiring PR and communications professionals to take up courses offered and accredited by the Chartered Institute of Public Relations (CIPR). The coveted courses will be delivered in partnership with the UK’s leading entity in the field of PR education – PR Academy.

Giving insights into the new partnership, Reem Masswadeh, Head of Communications at The PR Academy MENA, said, “The PR industry in the MENA region is currently valued at AED 3.7 billion, with prospects for this figure to further gain traction and reach AED 7 billion by 2030. The opportunities resultantly mean that there will be demand for more skilled professionals in the field in the coming years. This inspired us to take this decision.”

She further said: “It is a matter of pride for us that we have been chosen to represent and partner with PR Academy, one of UK’s leading providers of PR and communication education. With the new Academy, our aim remains to promote and provide CIPR qualifications to professionals at various levels of their careers.”

The first CIPR qualifications, dedicated to the MENA region cohorts, which will start in October 2021 include: 

  • CIPR Professional PR Diploma
  • CIPR Specialist Diploma: Crisis Communication
  • CIPR Specialist Diploma: Digital Communications

The courses will be taught online, and students will benefit from supporting resources from an online library.

Masswadeh added, “It is increasingly recognised that good and ethical PR practice is underpinned by the foundational training and education. CIPR qualifications are recognised throughout the world and they are designed to enable professionals to become more strategic, ensuring that the right approach is undertaken to deliver valuable results. All CIPR qualifications are built on a strong foundation of ethical practice.”

Dr Kevin Ruck, co-founder and director of PR Academy, said: “Through this partnership, we want to make CIPR accredited qualifications more accessible to professionals in the MENA region. Holding an accredited professional qualification can enhance an individual’s CV and help improve team performance.”

Alongside the course, The PR Academy MENA will also offer training and consultancy services with a focus on digital and social media, media training, crisis PR, and PR programming.

Masswadeh concluded, “We are both excited and humbled to be able to help elevate the PR industry in the region. Both the training and consulting elements of The PR Academy MENA have been designed to help raise the bar for PR in MENA. Our mission is to empower communication professionals with applied learning and to provide consultancy services to our clients by leaning on our combined years of expertise with PR Academy UK.” 

About The PR Academy MENA:

The PR Academy MENA was founded in Dubai, UAE by Reem Masswadeh in 2021. It provides PR qualifications from globally recognised awarding bodies such as the Chartered Institute of Public Relations (CIPR) through its partnership with PR Academy in the UK, plus leading PR consulting and training.  Through the combined efforts of its world-class consulting and its globally driven, locally refined PR training, The PR Academy MENA aims to strengthen the PR and communications industry in MENA.

About PR Academy:

PR Academy is based in the UK and is the largest centre for qualifications accredited by the Chartered Institute of Public Relations (CIPR). It also works with the Public Relations and Communication Association (PRCA) and the Association for Measurement and Evaluation of Communication (AMEC). Each year hundreds of practitioners, many from top global companies, choose it as their study partner.

About the Chartered Institute of Public Relations:

Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world’s only Royal Chartered professional body for public relations practitioners in the UK and overseas with nearly 10,000 members.

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).