What agency doesn't love a viral PR stunt – the kind that cuts through the noise, dominates the group chats, and proves they have their finger on the pulse. But recently, the most effective stunts haven't required massive budgets or elaborate setups. Instead, leading agencies across the region have embraced the "This is who you're asking" trend, trading formal press releases for self-deprecating humour and a lot of personality.
The trend grew out of the broader "9-5" content movement on TikTok and Instagram – a reaction against hustle culture tropes that favoured a more honest, personality-driven take on corporate life. Its roots can be traced to around 2023, when Reddit and early short-form video content popularised the idea of creators humorously questioning their own suitability for the daily grind. The premise is simple: juxtapose the high-stakes responsibility of managing a brand's reputation with the sometimes quirky, unpolished reality of the (baby) humans actually doing the work.
More than just a meme: a strategic tool for modern PR
Agencies joining the trend stand the opportunity to gain more than views. Here's why it works:
Humanising the brand. In an industry built on relationships, showcasing the people behind the work can build trust and relatability. Clients increasingly look beyond impressive portfolios to partner with teams they genuinely connect with – and these posts offer exactly that, proving that professionalism and personality aren't mutually exclusive.
Attracting top talent. Competition for talent in the MENA region is fierce. Younger generations, particularly Gen Z, prioritise workplace culture, authenticity, and a sense of belonging when choosing where to work. A well-executed Reel can communicate all three in under thirty seconds.
Building emotional equity for high-stakes moments. PR is an industry defined by pressure and deadlines. By humanising their teams during quieter periods, agencies build a more personal, resilient bond with clients. When a crisis hits, the client isn't dealing with a faceless corporate entity – they're working with the relatable individuals they've been seeing on their feed. That shifts the dynamic from a transactional service relationship to a genuine partnership built on rapport.
Beyond the engagement, the trend points to something more significant: agencies that master the very content strategies they recommend to clients are demonstrating, rather than just claiming, that they understand the digital landscape.