Earlier this week, PRCA MENA’s NextGen Arabia Group announced the launch of Hala NextGen, an online community platform designed to give back to the upcoming generation of Arabic public relations professionals. Raghad ElAssi, NextGen Arabia Chair and Senior Public Relations Specialist at OSN, tells us more.

What is the Hala NextGen initiative exactly?

Hala NextGen is a network designed for Arabic-speaking professionals to connect, engage, collaborate, and guide the PR community across the MENA region. Its key objective is to bring the Arabic-speaking PR community together by providing a go-to platform to join the network and offer support whenever needed. The NextGen Arabia committee will support and guide fresh graduates to AM level within the Arabic-speaking PR community to resolve difficult situations by sharing best practices.

What kind of difficult situations are you considering?

We identified these situations as the most common among Arabic-PR professionals:

• Pressure from clients to deliver coverage in Arabic publications;
• Difficulties working on/translating Arabic press releases;
• Overwhelmed with client requests;
• Pressure to meet deadlines of multiple accounts;
• Continuously clashing with one of your team members;
• Can’t find or reach the most relevant journalist;
• Suffering from constant exhaustion.

Why did PRCA launch this initiative and why now?

Since NextGen Arabia Group relaunched earlier this year, the committee has become very engaged and resourceful. To amplify great outcomes among this Arabic-speaking PR group, NextGen Arabia wants to widen the community and give back to the next generation of PR professionals. The initiative’s name is ‘Hala,’ which means “Welcome” in Arabic, and aspires to send an invitation for Arabic-speaking PR professionals to join our community.

What types of actions are you planning to initiate?

Hala NextGen will host every month a one-to-one, safe, and confidential session to equip the next generation of young talent as they venture into their career. It’s as simple as visiting PRCA NextGen Arabia’s landing page or sending an email to [email protected]

Our NextGen Arabia’s Chair or Vice-Chair will reach out to the candidate to schedule a one-to-one session with one of our committee members. We will connect them to the most relevant Arabic-speaking PR professional to support the inquiry. Once the session is live, they will be able to ask their question in a safe and confidential environment.