Steinreich Communications launches practice following UAE and Israel agreement
PR Week
By Arvind Hickman
A communications agency has formed a practice that provides services to clients from Israel and the UAE following a historic agreement between the two states.
Steinreich Communications Group has formed a new practice area within its corporate group to help clients in the United Arab Emirates (UAE) and Israel expand into both countries following a recent deal to normalise relations.
The group is already working with businesses, non-profits, healthcare and education clients to develop comms strategies that help them grow their businesses and customer bases in the other market.
In August, leaders of Israel and the UAE struck a deal to normalise relations between the two nations, the third such agreement between an Arab state and Israel after Egypt and Jordan.
The New York headquartered Steinreich Communications Group, which claims it has the most Israeli clients of any international communications group, said several companies had approached it for help following the deal.
This includes a leading food service provider, which has engaged the firm to promote the efforts of its Israeli division in the UAE. Within five days, a representative of that group participated in more than 20 major interviews and the resulting media coverage led to talks for expanded relationships in the UAE.
The specialty group will be led by corporate senior vice-president Ariella Steinreich, who joined the firm from Burson-Marsteller in 2014 and has more than 10 years of experience working with clients in Gulf states and Israel.
“There are tremendous opportunities for Israeli companies looking to do business in the UAE, and vice versa, but the key to success is proper communication strategies and implementation,” she said.
“One of the things we are hearing from companies in both locations is that they need a partner who understands both landscapes. That is a spot where we are uniquely positioned to assist them, which we will be doing in this new specialty group.”
Steinreich Communications president and chief executive Stan Steinreich added: “Increasingly, we’re seeing interest from Israeli and UAE-based companies in doing business in the other country and, due to our team’s long-standing relationships in both countries, we are able to provide the strategy, guidance and support they need to expand their businesses successfully.”