‘Public relations is a way of life’
In this CIPR member spotlight, Dubai-based Chartered PR Saad Al Rubaiaan explains the DNA of public relations principles
Name: Saad Al Rubaiaan
Job title and company: Managing partner, CYLKA Communication & CSR
Location: Dubai (UAE) and Kuwait
Time in PR: 17 years
What does your current role involve?
As managing partner of CYLKA, I oversee the agency's overall growth and operations. Given our boutique size, I've taken on additional responsibilities, including spearheading new business development, cultivating deep relationships with high-profile clients, and building the agency's brand.
What do you love most about working in public relations?
Public relations, often perceived as a professional field, is more than just a job; it's a way of life. It's a mindset that permeates every aspect of our interactions, from personal relationships to global affairs.
Consider these everyday scenarios: When explaining a complex concept to a child, we simplify our language and use relatable examples. In the workplace, we tailor our communication to our audience, ensuring our message is understood and appreciated.
Similarly, as individuals, we often feel a sense of responsibility to represent our beliefs and values. For instance, a vegan might actively advocate for animal rights or choose products that align with their ethical principles.
These seemingly ordinary experiences are, in fact, the DNA of the PR principles. We are constantly managing our reputations, crafting compelling messages, and building relationships. As PR practitioners, we simply formalise and refine these innate skills.
What's been the highlight of your career so far?
On a corporate level, we recently raised the bar on our commitments towards sustainability. Today, CYLKA is among the first 20 companies in the MENA region to achieve B Corp certification, as well as among top 50 companies in UAE to receive the Golden Impact Seal.
CYLKA has also recently joined the Canopy, a dynamic community of entrepreneurs and businesses dedicated to accelerating solutions to global sustainability challenges. Canopy is part of the University of Cambridge Institute for Sustainability Leadership (CISL), of which His Majesty King Charles III is a royal founding patron.
How long have you been a member and what made you join?
I joined the CIPR in 2020, during the height of the pandemic. The Institute's decision to transition Chartership to a fully online process was a significant milestone, particularly for international members like myself. This inclusive step opened doors for practitioners around the world to pursue professional development and recognition.
I personally benefited greatly from the online Chartership programme, which allowed me to balance my studies with work commitments. Additionally, the CIPR's adaptation to remote work practices enabled me to actively participate in working committees and events, fostering valuable connections with other PR professionals.
I'm excited to see how the CIPR continues to evolve and innovate in the post-pandemic landscape. I believe that the lessons learned during this time will shape the future of the Institute and its ability to serve PR practitioners globally.
How does the CIPR support your career?
The CIPR has been instrumental in my professional development, providing me with valuable opportunities as both a volunteer and a member. As a skills-based volunteer on the CIPR International Committee, I've had the privilege of working alongside talented professionals from diverse backgrounds. Our collaboration has enriched my understanding of global PR trends and best practices.
As a member, I've benefited greatly from the CIPR's resources and exposure, including the annual CPD cycle, participation in the Behavioural Science group, exclusive opportunities and regular access to specialised newsletters. These opportunities have helped me stay up-to-date with industry developments and expand my professional network.
Best piece of career advice you’ve been given?
If you don't ask, the answer is always no! Therefore, active engagement is essential for reaching your highest ambitions.
Find out more about joining the CIPR
Take the next step in your PR career and become a member. The CIPR is a supportive and inclusive community where everyone has the opportunity to connect, thrive and grow. Join the CIPR today.