Campaign’s PR Faces to Watch 2020 – Raghad Elassi, Senior account executive, Toh PR
Age: 24
Jonathan Ivan-Duke, head of corporate, Toh PR: Raghad is an integral part of the team, taking on responsibilities and challenges that benefit our company as well as our clients. There are some particularly strong examples of where she has gone above and beyond her role to really demonstrate her skillset and determination. For Airbnb’s launch in Arabic, she personally took media out to showcase the ‘Experience’ service line of the Airbnb platform. This involved hosting media on tours of Old Dubai, and provided those who attended with a far greater understanding of Airbnb. Another stand-out aspect of Raghad’s professional conduct is her willingness to come up with fresh creative ideas, such as identifying story angles based on complex research reports for Savills. She works seamlessly in both English and Arabic, and above her professional competencies she is a thoroughly kind and helpful team player.
Career highlights
It all started when I was chosen as a cultural attaché for Dubai’s Lynx jury in 2016 followed by scaling up my journey at O2 Communications, where I led governmental initiatives and pitched to win new accounts. At Toh PR, I am currently steering a strong portfolio of multi-industry clients such as Airbnb, TATA and Savills. I help brands build trust within the local community, which made me realise how passionate I can be when it comes to connecting different parts of the world together.
Guiding principles
I believe in spreading positive vibes wherever I am, especially when dealing with different personalities. This is exactly what my siblings taught me.
Dream job
I aspire to be a crisis consultant. The satisfaction of resolving a crisis gets me on top of the world as nothing is more rewarding than helping brands who need it the most.
Side hustle
I am an abstract painter in my free time; I communicate my thoughts through a painting as I don’t think there is anything more powerful than a brush and canvas.
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