Digital MarketingService
Public Relations and Communications
Trade press coverage in the publications your buyers already read.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.
At a glance
What it is
Good PR rarely draws attention to itself. People simply start to hear about the business in the places they trust.
A principal, Kaelo Global digital marketing
For a specialist B2B business, coverage in the trade publication its buyers already read is usually worth more than broad consumer coverage, and it calls for a different approach. Editors want something genuinely worth publishing, such as useful data, a clear point of view or an insight from the operation, and a launch announcement rarely qualifies.
We focus on trade press PR and business communications. We help you find the stories that are worth telling, prepare the people who will speak for the business and build relationships with the editors who cover your sector. If you do not yet have a story worth pitching, we will tell you and help you work out what would make one.
Logistics and freight is one of the sectors we know best, and the shipping and supply chain press is a good example of where a well-prepared story can reach exactly the right buyers. A forwarder that explains a change in customs procedure clearly, for example, is often the one a journalist calls when the next change comes.
What's included
Six areas of scopeEarned media strategy
A written plan for the next 12 months covering target publications, journalists, story ideas and timing, with a short note on why each publication matters to your buyers.
Executive and spokesperson communications
Briefing notes, key messages, interview preparation and a review afterwards, all done together with your spokesperson.
Crisis communications
Response plans for the situations your business can reasonably anticipate, practised before they are needed.
Corporate and internal communications
Annual reports, company-wide updates and messages about change, so that what you tell your team matches what you tell the market.
Trade press for logistics and industry
Stories and commentary for shipping, supply chain, healthcare and industry publications, prepared with your technical staff so the detail is right.
Media relations in the Gulf
Relationships with editors and journalists who cover business, logistics and healthcare in the UAE, built over time and kept healthy by only pitching stories that suit their readers.
How the work runs
Strategy and target list
An initial 8-week engagement to produce a 12-month plan of publications, journalists, story ideas and timing, which we then review every quarter.
A steady rhythm of outreach
Weekly outreach, monthly targets and a quarterly review. The work continues steadily throughout the year.
Crisis plans prepared in advance
For businesses with reputational exposure, response plans for the situations they can reasonably anticipate, practised before they happen.
Spokesperson preparation
Briefing notes, key messages and interview preparation, carried out with your spokesperson so they feel confident when the interview comes.
When to come to us
- 01Your company's public image no longer reflects what the business actually does.
- 02You expect a question from a regulator or the media and want a response prepared in advance.
- 03You are entering a new market where the trade and business press do not yet know you.
- 04You are preparing an important announcement and want the communications to land well the first time.
- 05You have useful data or experience from your operation that your industry would benefit from hearing about.
What we do not do
- Buying placements. All the coverage we secure is earned, and paid-for coverage is not part of the practice.
- Sending press releases on a fixed schedule. Releases go out when there is something worth saying. Our own approach is set out in the Press and Media Centre.
- Giving live press interviews on behalf of clients. Responses are given in writing or by a prepared spokesperson.
- Creating controversy for attention, whether for a client or against a competitor.
Preparing a calm, written response.
When a private company faces an unexpected question from a regulator or a journalist, a short written response plan, prepared statements and careful briefings usually serve it far better than an improvised reaction.
A steady plan for earned coverage.
For a B2B business entering a new Gulf market, we agree a list of target publications and story ideas, then work through it every week. We do not buy placements, so every piece of coverage is earned.
Common questions
