Rayana Masri’s Game-Changing Advice for Young Professionals
Rayana Masri shares her insights on balancing education and work, the importance of networking, the evolving PR industry in the UAE.
In the latest episode of The Dollar Diaries, listeners were treated to an inspiring and candid conversation with Rayana Masri, Senior Communication and Content Executive at BPG Group. A rising star who has made her mark in the competitive world of media and public relations, Rayana shared her journey, insights on the PR industry, the role of creativity, the impact of AI, and her Lebanese heritage that deeply influences her aspirations.
Early Beginnings: Balancing Work and Education
Rayana’s journey is a testament to determination and discipline. Starting her professional career while still in university, she mastered the challenging balance of academics and full-time work. Her typical day would begin early, attending university classes, followed immediately by long working hours, sometimes extending late into the night to complete assignments and professional tasks.
She describes herself as a workaholic, committed to growing in both education and career simultaneously. This intense schedule shaped her personality, teaching her to communicate effectively and confidently in professional settings—a skill that improves with time and experience. Her story resonates with many young professionals who juggle multiple responsibilities yet strive to excel.
From Production to PR: A Strategic Career Shift
Rayana initially worked in production, gaining invaluable hands-on experience that far exceeded what theoretical university courses could offer. She pointed out that while university provided the necessary foundation through theories, it was the real-world application that truly honed her skills. For instance, her first role as a guest producer for Abu Dhabi TV required her to network extensively, secure guest speakers, and coordinate interviews—a challenging task that further developed her ability to build and maintain professional relationships.
After three years in production, Rayana transitioned into public relations with BPG Group, encouraged to take the risk and capitalize on her personality strengths. Within six months, she found PR to be more than press releases; it’s about storytelling, networking, and managing long-term relationships. Events play a key role here, offering opportunities to engage with influencers, media, and industry experts.
The Power of Networking: Relationships Over Everything
One of the standout lessons Rayana shared was the critical importance of networking and relationship building in any industry. She emphasized that knowing someone and keeping in touch—whether through a simple message or attending their events—can open doors years later. Rayana highlighted a personal experience where a contact made years prior led to a job opportunity at BPG Group.
Rayana’s approach is proactive and fearless: she openly approaches people, introduces herself confidently, requests phone numbers, and nurtures these connections over time. This approach dismantles the barriers many professionals feel when networking and underscores how relationships can be pivotal to career growth.
Moreover, Rayana believes in striking a balance between professionalism and friendship with clients. She encourages building rapport that transcends transactional interactions, which ultimately leads to smoother collaborations and mutual trust. This philosophy of merging business and genuine relationships is key to success in PR and many other fields.
PR Industry Perceptions: Beyond the Admin Work
When discussing public relations, Rayana recalled her initial distaste from an early internship that involved tedious administrative tasks like scouring newspapers for advertisement value equivalents (AVE). She candidly described this experience as nearly deterring her from pursuing PR altogether.
However, her current role revealed the dynamic and creative side of PR—crafting narratives, attending events, and creating impactful content. She emphasized that PR involves storytelling not unlike production, requiring an understanding of content trends across platforms like Netflix, social media, and OTT services. This creative angle reinvigorated her passion for the industry and redefined her perception of what PR entails.
Creativity and the UAE Market: Challenges and Opportunities
Rayana touched upon the state of creativity in the UAE’s PR and advertising landscape. While there are a few standout campaigns, much of the market tends to replicate Western concepts without substantial innovation. She acknowledged the value in adapting successful ideas but noted that the region lacks top-tier scriptwriters and copywriters, which hampers originality and storytelling depth.
A campaign that stuck with her was a Dove initiative focused on self-empowerment—a real message that resonated. Rayana expressed hope that with evolving social media trends and Gen Z's influence, the industry would soon see more groundbreaking and culturally relevant campaigns.
AI in PR: A Double-Edged Sword
Technology and AI have inevitably brought change to the industry, and Rayana is mindful about their role. She shared that while many rely on AI tools like ChatGPT and image generators such as Midjourney and Leonardo AI for efficiency, these tools are best used to augment human creativity, not replace it.
She highlighted the importance of knowing how to interact with AI—feeding it ideas and refining outputs rather than passively depending on it to generate original concepts. This nuanced approach to AI depicts a future where professionals must upskill not only in their core domains but also in digital literacy to harness technology effectively without compromising creativity and authenticity.
Ethics in PR: Navigating the Gray Areas
When addressing the often-discussed stigma that PR professionals are inherently unethical, Rayana provided a thoughtful perspective. She distinguished between outright unethical practices and “white lies” that tactically frame messaging to enhance engagement without deceiving consumers outright.
She argues that maintaining credibility while balancing client interests requires ethical judgment—not everything in PR is black or white. White lies may be acceptable to an extent, especially when the intention is not to mislead egregiously but to position a brand favorably. The key, according to Rayana, is context, transparency, and responsibility.
Ambitions and Aspirations: A Vision Rooted in Heritage
Rayana’s personal story is deeply anchored in pride for her Lebanese roots. Though born and raised in the UAE, she feels a strong connection to Lebanon and aspires to tell its stories—both the struggles and resilience—through film and media.
She admires Lebanese director Nadine Labaki, whose works often portray socio-political themes with sensitivity and impact. Rayana hopes to someday harness her combined skills in production and PR toward creating meaningful content highlighting Lebanon’s culture and challenges. She envisions returning to Lebanon when the timing is right, ideally contributing to rebuilding and enriching her homeland.
The UAE as a Launchpad and Future Trends
While her heart longs for Lebanon, Rayana regards the UAE as her second home and a unique environment for growth. She credits the country’s relentless pursuit of innovation, technological advancement, and continuous improvement as reasons why the UAE stands out globally.
Looking forward, she predicts social media will dominate PR practices, with traditional platforms like newspapers fading in influence. This shift demands professionals to stay agile, embrace digital trends, and cultivate personal branding. Rayana encourages professionals to maintain an updated online presence, emphasizing that how the world perceives you online is increasingly vital.
Final Thoughts: Inspirational and Practical Takeaways
Rayana Masri’s episode on The Dollar Diaries provides a rich source of inspiration for young professionals navigating career paths in media, production, and PR. Her story underscores:
The power of resilience and hard work in balancing education and career.
The indispensable role of real-world experience beyond academic theories.
Networking as a lifelong asset and strategy.
PR as a creative, dynamic field that demands storytelling, relationship building, and adaptability.
The cautious but optimistic integration of AI tools to enhance—not replace—human creativity.
Ethical nuance in PR and the need for responsible communication.
The importance of personal branding in today’s digital landscape.
Pride in heritage and the drive to make an impact through media and storytelling.
For anyone intrigued by media, PR, or communications, Rayana’s insights serve as a roadmap for success—rooted not only in skill and knowledge but also in genuine connection, cultural pride, and forward-thinking adaptability.