interview with Eliana Maakaroun, country manager of Action Qatar

Over the past few decades, Qatar has undergone rapid development, transforming from a small desert nation into a regional and global powerhouse and the host of various world-renowned events. Commemorating 20 years of operations in the market, Eliana Maakaroun, country manager of Action Qatar, talked to Al Raya about the communications industry’s evolution and Action’s ambitions in the country.

What is the concept of public relations (PR)? 

E.M.: Public relations is fundamentally about managing the relationship between an organisation and its key stakeholders. At its core, PR involves strategic communication that builds mutually beneficial relationships. It’s a comprehensive approach to understanding and aligning with public interests and expectations, ensuring that the organisation’s narrative and, most importantly, actions, resonate positively across different channels and communities. 

What is its role and importance in linking the press and the company? 

E.M.: The role of public relations in bridging a company and both online and offline media is crucial. PR serves as the conduit through which organisations communicate their missions, achievements, and upcoming events or product launches to the public via traditional and digital media. 

This relationship is essential for maintaining transparency, fostering trust, and enhancing the company’s credibility. Effective PR ensures that the company’s messages are accurately conveyed to the public while also building and maintaining a strong network of media partners that can strategically amplify these messages. 

On the occasion of the 20th anniversary of the establishment of Action’s Qatar office, what are the most important accomplishments from the past two decades?

E.M.: Celebrating 20 proud years in Qatar, Action Global Communications has solidified its reputation as a leader in strategic communications. We have partnered with key sectors, including government, healthcare, technology, broadcasting, telecommunications, and others, helping them navigate ever-evolving new mediums and enhance their public engagement. 

Our notable achievements include handling media relations for mega-nationwide events for clients across various sectors, especially in the lead-up to the FIFA World Cup Qatar 2022 and supporting major infrastructural projects with robust communication strategies, all of which have significantly contributed to our clients’ success and, in turn, to the socio-economic growth of Qatar as a nation. 

What mechanism did Action follow to overcome the repercussions of Corona-virus in its dealings with its partners and the press in general? 

E.M.: During the pandemic, Action adapted swiftly to ensure continuity and effectiveness in communications. We transitioned to digital platforms, enabling virtual press conferences and events, and enhanced our digital communications capabilities to manage real-time updates and crisis responses. We also intensified our focus on internal communications for our partners, ensuring that they were well-equipped to communicate effectively with their stakeholders during challenging and uncertain times. 

What are the most prominent PR methods currently used by Action to deal with newspapers and partners?

E.M.: Our PR practices have evolved significantly, embracing digital transformation while maintaining strong traditional media relations. We leverage a blend of content marketing, social media strategies, and digital storytelling, alongside traditional press releases and media engagement to ensure comprehensive coverage and impact. Our approach is data-driven, using analytics to tailor our strategies to meet the precise needs of our clients and maximise their reach and influence across all media platforms. 

How do you see the future of Action in Qatar in light of the developments taking place now and the strong presence of social media? 

E.M.: The future of Action Qatar is very promising, particularly with the rapid digital acceleration and the strategic significance of Qatar in regional and global markets. As social media continues to reshape communication landscapes, our focus will increasingly be on harnessing these platforms for more targeted, interactive, and real-time engagement. We also work closely with our regional offices and affiliates to promote Qatari firms and achievements—allowing for greater international exposure and impact for all our campaigns. 

At Action, we are actively expanding our services to include more AI-driven analytics and sophisticated digital communication tools, ensuring that our strategies not only keep pace with, but also anticipate the trends and needs of the market. This approach will be integral as we expand our presence and enhance our services in the tech-savvy and rapidly evolving Qatari market. 

Discover more about our work in Qatar HERE.