A'Sidrah Public Affairs launched in Dubai

A'Sidrah has a two-fold objective. While supporting strategic decision-making processes within the government entities, it will also participate in internal and external communications programmes.

Founded on the outcomes of research conducted on local and regional public affairs requirements, A'Sidrah will offer a full range of services including issues management, communications auditing, alliance building, dialogue campaigns and stakeholder outreach programmes.

Mona Al Marri, Chairperson of the Media Services Group (MSG) and CEO of A'Sidrah, said: "The new agency's mission is to provide our partners in the government sector with sound strategies to enhance their communications with key stakeholders. Our role is to help those entities analyze their internal and external environments, and develop and channel clear messages at local, regional and international levels.

"As a component of the Media Services Group, A'Sidarh will draw upon its strength as a credible and key service provider in the communications sector. Its specialized services will reflect our profound understanding of the UAE and the region's government policies and implications at regional and international levels."

With a broad range of comprehensive strategic relations and media management solutions and a strong emphasis on results, A'Sidrah aims to set a new benchmark for public affairs services in the region.

Naamat Baradhy, Managing Director of A'Sidrah, will lead a highly qualified and skilled team of public affairs professionals. With an extensive experience of more than 17 years in public relations in Dubai, Baradhy will ensure the agency's services reflect international best practices.

Ms. Baradhy said: "While maintaining the highest standards of integrity, A'Sidrah will act in the best interest of its partners. The agency will help tackle strategic issues through a set of customised solutions and dynamic programmes. We will strive to clearly, consistently and impartially communicate our partners' visions to key stakeholders."

'A'Sidrah' is named after a tree widely found in the UAE and the Gulf region. Its reputation is driven from its vast shade that provides shelter from the desert's simmering heat.

A'Sidarh services include analyzing government policies, monitoring public opinion, flagging up and circumventing potential threats to reputation, exploring opportunities and developing government entities' skills in media and communications.

Other companies operating under the Media Services Groups include the Dubai Press Club and JiWin Public Relations. The Dubai Press Club was established in 1999 to serve as a networking platform for local, regional and international media professionals. JiWin PR was launched in January 2006, and has already proved its status as an industry leader with a customer base of more than 60 major clients.