September 25, 2025 PR News
A new strategic communications and PR firm has launched in the UAE.
Haian Nayouf, formerly General Manager at Golin MENA, has established TawasulComms as a strategic communications consultancy 'rooted in Arabic-first storytelling and cultural insight'.
“Tawasul — Arabic for communications — is not merely a word; it is the thread that binds people, organisations, and communities," he said. "It is the pulse that keeps a society alive, the reason a message matters in the first place.
“This is the philosophy of TawasulComms. Not bureaucracy. Too much of our industry has been reduced to the stale culture of ‘client servicing.’ We are here to turn that on its head - not as servants of process, but as guardians of trust, reputation, and connection.”
Nayouf, who served as Head of the UK Government Arabic Media & Communications Hub in the MENA region from 2011 to 2019, said the agency’s portfolio already includes five intensive media and public speaking training programmes, running through December 2025, with public and private sector entities and senior leaders - alongside strategic projects.
“These are not trophies; they are signals that others, too, are searching for a new kind of communications - one that is Arabic when it must be Arabic, global when it must be global, and authentic always,” he said.
“Look around, and the shift is clear: the media landscape is changing beneath our feet. Audiences no longer wait for the morning paper or the evening bulletin. They consume in swipes and scrolls, in podcasts and fragments — faster than any press release ever could. To communicate today is not to dictate, but to engage. Not to announce, but to listen.
“That is why TawasulComms exists: to align with these changes, not resist them. To work with leaders so they recognize that trust comes before pitch decks, that public speaking in Arabic and English must be tailored not to vanity, but to impact.”
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