Nourhan Fahmy from Moniify Reveals How To Keep Financial Media Real and Fun!
Nourhan Fahmy, Associate Producer at Monify, discussed her role in digital media, the importance of networking in Dubai, media content creation, and ethical AI use.
In the latest episode of The Dollar Diaries, we had the privilege of diving deep into the fascinating world of digital media and production with Nourhan Fahmy, Associate Producer at Moniify. From the competitive nature of the media industry in Dubai to the intricate challenges of producing socially impactful content, Nourhan offers a candid and illuminating perspective rooted in her experience and keen observations. This blog post encapsulates the enriching discussion — a blend of career insights, media dynamics, and the art of storytelling in the digital age.
What Does an Associate Producer Do?
Nourhan kicks off by demystifying the role of an associate producer, a title often misunderstood outside newsroom circles. Essentially, an associate producer serves as a linchpin, supporting the newsroom team in multifaceted ways — from research and data gathering to assisting reporters and producers with article development. This role demands versatility, a passion for learning, and the agility to integrate new knowledge quickly.
She describes her day-to-day as a continuous learning cycle.
“I learn from reporters and producers, then apply that knowledge to produce my own articles”
This immersive experience helped her evolve rapidly, adding layers of skill to her production toolkit.
Navigating a Competitive Media Landscape in Dubai
Dubai’s media industry is crowded with countless companies and professionals, making it a fiercely competitive environment. Nourhan articulates that standing out isn’t solely about skill; it’s also about strategic networking.
“Networking isn’t just a nice-to-have, it's essential in Dubai,” Nourhan emphasizes. She debunks the myth that simply submitting applications online suffices. According to her, face-to-face interactions create lasting impressions that digital communications rarely replicate. “When you meet people in person, they remember you. You build connections that open doors.”
Her advice to budding media professionals? Attend events to meet industry insiders, nurture these relationships with genuine follow-ups, and remain visible in the community. This approach helped her secure her role in a highly competitive industry.
The Motivation Behind Choosing Mass Communications
Unlike many who stumble into their careers unintentionally, Nourhan’s fascination with media began early, influenced by her mother’s background in public communications. Despite her mother’s reservations—stemming from personal frustrations within the industry—Nourhan pursued the path with determination. She highlights the importance of passion for learning as the core driver behind her evolving career.
“Mass communication is about continual growth,” she reflects. “Every project, every article teaches me something new.”
Crafting Unique Content: The Moniify Edge
The media realm is crowded not only with companies but also with repetitive content that fails to engage audiences. Here, Moniify stakes its claim as a disruptive force, aiming to create content that resonates — especially with millennials and Gen Z.
Nourhan reveals that Moniify’s mission is to empower younger investors and entrepreneurs by delivering factual, clear, and socially engaging financial and market content. Importantly, Moniify draws a distinct line: it does not dispense financial advice but rather informs audiences about options and market realities.
“We want to inform, not advise,” she clarifies. “For example, we might highlight the top trading platforms available, but we don’t tell you which one to choose.” This commitment to journalistic integrity builds trust and attracts an audience often alienated by traditional financial media.
The Role of Influencers in a Modern Media Agency
One notable and innovative aspect of Moniify’s strategy is its collaboration with social media influencers. While influencer marketing is common for brands, involving influencers extensively in a media agency’s content strategy is a novel approach.
Nourhan explains this strategy is about leverage: “Influencers have large, engaged followings. Partnering with them helps us build platform recognition rapidly.” However, this does not mean sacrificing content quality. The newsroom backs scripts and research with professional journalists and sourced information to maintain credibility.
This marriage of influencer reach with rigorous newsroom standards helps Moniify break through the social media noise while retaining substance.
Behind-the-Scenes: Researching and Producing Content
Producing accurate, timely content requires a robust research network and an inquisitive mind. Nourhan shares how project topics often emerge from trending social media conversations or newsworthy events. For example, she cites projects comparing e-commerce giants Shein, Timu, and Amazon, exploring how each innovates in delivery strategies.
To dig deeper, they tap sources—from industry insiders to expert analysts—carefully balancing the challenge of gaining exclusive insights against tight deadlines. Contacting company spokespersons or domain experts often involves persistence, networking, and sometimes accepting when information isn’t accessible.
Her anecdote about press releases strikes a chord: many are filled with jargon or inflated claims (“leading”, “game changer”) that do little to elucidate the real story. Nourhan’s approach is to interrogate these assertions critically, seeking concrete details behind the headlines. “What exactly makes you ‘first’ or ‘leading’? Often, the answer isn’t clear,” she notes.
Navigating the PR Maze: Press Releases and Media Alerts
Nourhan reveals a revelation for many outside media—there’s a taxonomy to the communications industry designed to keep companies visible without overwhelming audiences. Along with press releases (for major news), there are media alerts (brief updates) and email alerts (frequent promotional pitches often for lifestyle or F&B sectors).
While at times overwhelming, these alerts are vital for staying relevant in a saturated market. Nourhan's take is pragmatic: “We want newsworthy content, not fluff, but companies push to stay visible—it’s a balancing act for journalists.”
From Finance to Lifestyle: The Pace of Media Sectors
Shifting gears, Nourhan contrasts her experiences working in finance-related media with the frenetic lifestyle and F&B reporting sectors, highlighting the intense, nonstop pace of lifestyle content driven by seasonal events from Halloween to Ramadan.
“I thought lifestyle would be calmer, but it’s madness,” she laughs. The constant cycle of events and content demands keeps media professionals perpetually busy—a challenge that requires stamina and creativity.
Managing Work Pressures and Emotional Health
The media industry's relentless pace and high expectations can breed anxiety and overthinking, a common theme Nourhan candidly discusses. She champions a mindset centered on learning rather than competition — a vital philosophy for young professionals.
“I remind myself that everyone moves at their own pace, and comparison only drains energy,” she says. Nourhan also embraces wellness practices, including breathing exercises popularized in yoga, to manage stress during intense workdays.
This human insight underscores that success in media is as much about mental resilience as technical skill.
Embracing Artificial Intelligence: Friend or Foe?
The rise of artificial intelligence in content creation is a hot topic. Nourhan provides a nuanced view, supportive when used appropriately but wary of overdependence.
“I avoid using AI for core production because it can kill creativity and produce generic content,” she explains. However, she embraces AI for routine tasks like polishing emails or generating images to complement articles when appropriate.
This pragmatic approach recognizes AI’s potential as a tool, not a substitute for human insight and nuance.