She spent over a decade doing PR for some of the biggest names in the region. Then she walked away, went boutique, and built NikNak PR on one premise. Less fluff, more impact.
In this episode I sit down with Anika Berger to find out what PR actually does for a founder, why most people are getting it wrong, and what it really takes to build credibility in a market as noisy as Dubai.
We also get into something I didn't expect. Why Dubai, why this city, and what Anika found when she chose to build her life and business here. Spoiler. It's not what most people think.
In This Episode
What PR actually is and why founders consistently get it wrong
Why credibility beats fame every time and what the recall effect means for your brand
The moment she realised she was done building other people's success
How she doubled year on year with no team and a quiet summer
Why she turns clients away and what values alignment looks like in practice
What makes someone truly mediable and why some founders will never get traction no matter how much they spend
Why Dubai is less smoke and mirrors than you think, and more supportive than most cities in the world
About Anika
Anika Berger is the founder of NikNak PR, a Dubai-based agency specialising in founders and entrepreneurs. With over a decade of experience across top agencies and brands including Netflix and Careem, she helps startups and growing businesses build credibility, visibility, and presence across the GCC. She has called the UAE home since she was eight years old.
Connect with Anika Instagram: @berger_queen4 Website: niknakpr.ae
Connect with Laurie Instagram: @laurie__drummond LinkedIn: Laurie Drummond Website: laurie-drummond.com
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