Dana Al Mubaidin ADNANI On The Power of communication On The Power of communication

FM: Tell us a little more about yourself and your background. Did you always have a passion for working in the media industry?

Dana: My name is Dana Al Mubaidin, CEO and Founder of Dabuzz Consulting, a regional business consultancy firm that has rapidly grown into a well-established and leading agency that builds bridges and connects the business innovation and startup ecosystem with business development opportunities in the Middle East and Africa. We offer strategic communication, public affairs, gender inequalities in the region. response to changing circumstances. tions industry. and media advisory services to individuals, governments, multinational businesses, and regional and local clients.

FM: You have quite a lot of achievements under your belt. Tell us about your expertise.

Dana: I am a communications and public relations expert, media, and crisis management trainer with more than twenty years of experience working in corporate affairs in the Arab world and Africa Region. I focus on communications and building partnerships through media and stakeholder engagement. Most recently, I was the Head of Global Communications and Public Affairs for Jumia, and prior to that, I led communications for Uber, Microsoft,Nokia,Dow,andCoca-Colain the MEA Region and sat on their regional leadership teams.

Throughout my career, I have been a designated member of many crisis management teams as well as an in-house media trainer. I worked with a good number of international and local NGOs, government officials, and many leading global and regional agencies. I hold a Master's in Arts and Communications from the USA and live in Morocco with my husband and three kids.

I have the knowledge, a strong network, and experience in tech, e-commerce, e-delivery, and sharing economies. My firm supports businesses and startups with their strategic planning, communications, marketing, and global expansion projects by availing of a myriadofservices,suchasreputation management, issue management, public speaking, and media training.

In particular, professionals should keep a close eye on emerging social media platforms as well as trends in content marketing and influencer marketing. Additionally, they should stay informed on the latest developments in data privacy and security, and be prepared to adjust their strategies and tactics accordingly. Finally, it's important to maintain a strong focus on building relationships and fostering authentic engagement with key stakeholders, while always keeping the needs and interests of the audience at the forefront.

FM: Pricing is one of the most challenging things to do when running a business and women are mostly on the low-pay radar. How do you map your pricing and ensure you get paid for the services you offer knowing it might get challenging?

Dana: We try to focus on what value we can add rather than how. So, we charge based on our value. The key to determining pricing strategy is to focus on the value of the solution being offered to the client rather than the time or cost to produce it. Customers value things differently, so it's important to understand their specific needs or problem and offer a clear solution that provides value. Pricing should be based on the solution rather than the provider, and businesses should focus on finding clients who need their solution rather than adapting to meet the needs of individual clients.

FM: What advice would you give to young women who have a passion for the industry but find themselves underrepresented or discouraged?

Dana: To young women who have a passion for the PR and communications industry but find themselves underrepresented or discouraged, I would advise them to stay focused on their goals and to seek out supportive networks and mentors. It's important to remember that diversity and inclusion are crucial for the success and growth of any industry and that your unique perspective and experience can bring valuable insights to the table.

Besides, I would encourage young women to prioritize their own professional development, to seek out learning opportunities, and continuously build their skills and expertise. Finally, it's important to maintain a positive attitude and to stay resilient in the face of obstacles, recognizing that persistence and determination are keys to achieving success in any field.

FM: What are some of the most successful achievements you have recorded for your business?

The public relations and communications workforce is mainly female worldwide. However, with the feminization of the field, there are counter-effects that need reflection and action. Such effects include gendered perceptions that lead to pay discrepancies, career progression barriers, and the reduction of the talent pool.

Despite the increase in popularity and demand for communication specialists and access to PR education, men still occupy top management and board positions. We believe that we have proven to be the right PR and PA advisory partnerforallofourclients.These coming few years will be a critical time to harvest the hard work that was put in and the foundation that we have managed to build together within the media and corporate spheres, and to support you and your growth plans. The team feels like part of our clients’ extended families, supporting them in your future success in the region. We believe their success depends on a PR approach synchronized with active PA activity, qualitative exposure of social impact efforts, and a content strategy that builds the local identity in partnership with all stakeholders.

In addition, I am a passionate advocate for leadership development, young talent development, and gender balance programs. I led the #WomeninTech and #SocialImpact initiatives as well as the Diversity and Inclusion programatJumia.Currently, Iam an ambassador for the Women In Africa Initiative, a member of WAN, and a founding member of the Al Sahm Women Network, which aims to help eliminate

Member of: Advisor of Al Sahm Women Network; Women Advancement Network WAN & Ambassador for WIA Women in Africa Initiative; AMCHAM Morocco CAS Board Communication Committee; MEPRA Member

FM: PR & communications is growing fast in the digital age; what should professionals look out for?

Dana: As PR and communications continue to grow in the digital age, professionals must be aware of the constantly evolving landscape of digital media and technology. It's importanttostayuptodateonthe latest trends, platforms, and tools and to be agile and adaptable in

FM: What challenges do you feel you may be facing in the coming years with your role and business?

Dana: In the coming years, I anticipate that we may face challenges such as keeping up with fast technological advancements, maintaining relevance in a crowded market, adapting to changing consumer behavior and preferences, and navigating evolving regulatory and legal landscapes. However, I believe that by staying agile, innovative, and focused on building strong relationships with our clients and stakeholders, we can overcome these challenges and continue to thrive in the PR and communica-