I’m Yasir Saeed, a corporate communication professional based in Abu Dhabi. I help leadership teams align strategy, storytelling, and digital to drive commercial outcomes. With roots in journalism and over two decades in the UAE’s most pivotal business hubs, I build narratives that compound.
Starting in 1991 as a journalist, I’ve spent my career at the intersection of media, message, and momentum — shaping stories that move people and strategies that move markets. Over the decades, I’ve navigated newsrooms, boardrooms, and digital platforms, always with one goal: to make complex ideas clear and compelling.
I arrived in the UAE — years, — months, — days, — hours, — minutes and — seconds ago — and in this time, I’ve witnessed the country's transformation into a global hub. Through it all, I’ve kept learning, creating, and building — because in this field, curiosity is currency and adaptability is advantage.
Let’s stop treating Communication like it’s a support function. PR isn’t just about media relations, press releases, or “making things sound nice.” It’s about shaping perception, protecting reputation, and steering narrative — all directly tied to leadership, strategy, and trust.
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Behind every polished press release and crisis averted lies the reality of long hours, invisible wins, and constant pressure to deliver clarity under fire. This piece lifts the curtain on the unseen demands of the job.
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The effectiveness of paid marketing is fading as audiences have learned to ignore, skip, or block ads. The real scarcity isn’t attention — it’s trust. In the UAE, forward-thinking brands are moving from buying impressions to building impact.
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Connect with me on LinkedIn.