US-Israel public relations firm expands reach into United Arab Emirates
Campaign Middle East
By Sofia Serrano
Steinreich communications creates new practice group focused on helping Israeli and Emirati businesses succeed.
Steinreich Communications Group, Inc., an international public relations agency headquartered in the New York area with the largest number of Israeli and Jewish clients of any agency, has announced the formation of a new practice area within its corporate group that is working with clients in the United Arab Emirates and Israel looking to expand their businesses in both countries after the historic announcement of the normalization of relations by their national leaders only a few weeks ago.
The group is already working with leading businesses, nonprofits, healthcare and education clients to develop and implement communications strategies to help them grow their businesses and customer bases in the other market. Its current clients in the space will move into this group and additional companies and organizations have reached out in the last two weeks asking to join as well.
Corporate Practice Senior Vice President Ariella Steinreich is leading the new specialty group. Steinreich joined the firm in 2014 hailing from Burson-Marsteller where she handled global media relations for several of the agency’s key clients including Accenture and its oil and gas offering. Steinreich has worked with clients in the Gulf states for nearly a decade as well as its media. Since joining the firm, she has helped grow its client base in the Gulf and Israel. She has played an integral role as they developed their communications strategies as a result of the normalization announcement between the two countries last month.
“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,” said Steinreich Communications President and CEO Stan Steinreich.
“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 and one of the things we are hearing from companies in both locations is that they need a partner who understands both landscapes and that is a spot where we are uniquely positioned to assist them which we will be doing in this new specialty group,” said Steinreich Communications Senior Vice President Ariella Steinreich. “The team and I are excited to continue our work in this area for our existing clients as well as to help additional clients who have come on board due to our expertise and connections in this area.”
By way of example, when the historic announcement between the two countries was announced, a leading foodservice provider engaged the firm to promote the efforts of its Israel 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.