The key skills needed for a career in communications, some of the biggest challenges facing the industry right now, and how growth in the UAE is accelerating. We recently spoke with Elena Gramatica, a Managing Partner at SEC Newgate about her career journey, the advice she’d give others, and more.
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My objective was to become a diplomat. I studied oriental languages at university, and thought I would work with an international organisation, like the UN. But by total chance, I applied for a junior PR role in Dubai in 1997, and transitioned into the world of communications. It wasn’t something I’d considered before, but the skills I developed at university, and the experience I had with Emirates meant I was well equipped.
Strong determination. I knew exactly what I wanted and worked hard to obtain who and what I am now. And you have to be bold and brave about your decision-making – that’s something I’ve always known, but particularly after I opened my own company in 2013. And finally, I would say a positive attitude can take you far.
I’m strict. I like to work in a certain way, and I’m careful to pay a lot of attention to what I do and how I do it. My teams know this and know that there’s a high calibre there.
But I also care deeply about wellbeing, and prioritise serenity in the working environment to create a balance. It’s equally as important to me to be open-minded and hear teams’ thoughts, suggestions and understand their needs.
Talent and recruitment. We have lots of needs at the moment, and the business is going from strength to strength. We’re expanding and scaling rapidly, and need the right professionals to support this growth – something that’s been challenging.
To work in this industry, you have to have a broad skillset: educated in the field, of course, but also have good relationship skills, understand clients’ needs, and be willing to dedicate time to develop your capabilities. It’s demanding. Our challenge is finding talent with these different skills, especially at a senior level.
How to balance traditional communications we’ve been using throughout the years, like media in general, with increasing digital channels and mediums. We’ll need to use more strategic thinking about the types of communication tactics that we adopt for brands, and their objectives.
Being interested in the world and understanding trends in news cycles are very important. It’s not unheard of to hire people who really aren’t aware of what’s happening outside of their own interests, particularly in politics and economics.
It’s not a 9-5 job. It requires dedication. It’s about being switched on enough to speak to everyone, ask the right questions, attend events, pick up on quick news and understand how to apply that to your role.
You learn something every single day.
We were very active at COP with our multinational clients, and I see a lot of preparation and commitment from companies to ESG and sustainability. They’re hiring very seasoned, skilled people to tackle key needs and educating management on how to progress and achieve goals.
My advice would be to work on the agenda privately, and connect with their governments to match plans with wider goals. The private and public sector need to work together to make this a reality.
We’re very optimistic. We’re growing rapidly, and we’re expanding our Saudi Arabia operations early in the year. As a country, there are a lot of developments right now, especially for the communications industry. UAE is also hosting several key global events in the next year and beyond, and businesses are gravitating to the area to benefit from these opportunities.
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