Injeel is a creative marketer with a passion for Public Relations and content creation. In 2017, Injeel founded Catch Communications. Based in Dubai, UAE, the boutique lifestyle agency is a new-age media company which offers tailored, focused communications solutions to give brands a quick and impactful turnaround of results. With the belief that stories have the power to impact people, Injeel embarked on the development of a new industry – an evolution of public relations and storytelling.
Injeel, you work as a publicist for Catch Communications which is based in Dubai. How would you describe what you do?
I set up Catch Communications in late 2017 after dabbling in several media agencies in the UAE. As Managing Director of Catch Communications which is a boutique consultancy, my role is really quite diverse; no two days are the same. I am juggling my time between client servicing, managing accounts, deadlines, the team, new business pitches and of course the most gruelling yet essential of all – finances.
How did you get your start working in publicity?
To be honest I never quite intended on working in PR, I graduated in Journalism and my lifelong dream was to end up working in a fashion magazine, although when I graduated I didn’t have much luck finding a job in the field of Journalism, the industry isn’t too welcoming of candidates with no solid work experience. So I began applying for other roles and got a job as a comms executive in a marketing consultancy, the rest is history as they say!
Can you introduce the company you are working for? What are the services provided by Catch Communications?
Catch Communications is a boutique lifestyle agency based in Dubai, UAE. We offer a host of marketing services including, Public Relations, Media counsel, Social Media marketing, Copy writing, Design services as well as event production which we have forayed into in 2019.
Dubaï... I love how open and welcoming the place is for entrepreneurs and young business owners. There is opportunity everywhere and people are willing to give you a chance.
What is a common misconception people have about your job?
All that glitters is not gold. There is a perception in the market that working in PR is a very fancy because of all the parties, events, red carpets etc. But such is not the case. While it may see all sparkly on the surface (which it is too at times), there is a lot that goes on behind the scenes. You often barely get the time to even apply your makeup on ahead of an event because you might be dealing with some crisis, managing a last minute media queries or a client issue. There is a lot of hard work that goes behind making any campaign a success, a side that people on the outside don’t get to see very often.
What did bring you to the Emirates? or were you born over there?
I came here to study, I was born and raised in Saudi Arabia and there really were no institutes or universities back in 2010 that offered media studies. So I moved to Dubai to pursue my passion, and never left since. (Can you blame me?)
Tell us three things you love the most about Dubai and three things you hate?
Love how multicultural this place is, it’s amazing to see so many different people from very diverse cultures work, live and co-exist together in harmony. Love the weather during winter (If I can call it that). I love how open and welcoming the place is for entrepreneurs and young business owners. There is opportunity everywhere and people are willing to give you a chance. Hate is a strong word. I wouldn’t say I hate anything about the city, but would be fabulous if the cost of living came down a notch, haha 🙂
What suggestions do you have for people trying to break into PR?
Experience, experience & experience! Try it out and see if you enjoy it, the best way to do that – internships. Intern at a multinational, a mid-sized firm, a boutique consultancy and find out where you fit in the best. The exposure that you will receive at each will be very different and by the end of it you will know if PR is for you!
What is your favourite quote?
Go the extra mile, it’s never crowded!
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