Three things the desk reads before it writes a line.
In the region's economies the state is the largest client, the regulator and the partner at once. A message written for the consumer or the investor alone reaches the wrong desk. In Saudi Arabia, a launch is read first by the ministry whose programme it serves. We write for that reader before any other.
A story is measured by who reads it in the ministry, not by how many read it online. Editors in Riyadh and Abu Dhabi know this, and they lead with the authority behind the news. We write the first paragraph as they would. The piece is then treated as news, not as an advertisement.
What a company announces here, it is held to. A quote with no number and no date is cut, or it is not believed. An English quote carries enthusiasm. The Arabic one carries an obligation, with the figure and the year in it. We write the one your client can stand behind.
Every file is reviewed before it leaves the desk. The reviewer is a senior consultant with more than twenty years in Saudi political journalism and at the head of public relations agencies in the region.
The name and record are given to the agency at the time of engagement.