Initial estimates say that the normalisation of ties between the UAE and Israel could be worth up to $550 million in business deals. But who cashes in?
The answer will have much to do with whoever is prepared to invest, starting right now, in building awareness of their brand in the Israeli market.
As with any other occasion when companies look to make themselves stand out, the money they spend on public relations must be seen as an investment.
When you invest, you expect good returns, but if you wait too long the best investment opportunities can pass you by.
If you expect great returns overnight, you’ll inevitably be disappointed. Investment, and public relations, don’t normally work like that.
For any UAE-based company with realistic ambitions to do business with Israel, now, and not next month, is the time to strike.
A senior communications professional with a major UAE brand tells me of enormous interest from Israel since the signing of the Abraham Accord, backed by amazing enthusiasm and goodwill.
Meanwhile, my new PR partners in Tel Aviv, one of Israel’s leading communications firms, advise me that there is huge excitement on their side from consumers, and businesses, who want to see, hear and touch what the UAE has to offer.
They’ll be with me in Dubai next week for a series of meetings to explain how specialist PR support can build a bridge for companies between the UAE and Israel.
Get in touch if you’d like to be part of the discussions.