Solange El Rassi Head of Corporate Communications at Al Aan TV

Solange El Rassi is a highly regarded professional in the media industry, with over a decade of experience. Currently serving as the Head of Corporate Communications at Al Aan TV, a pan-Arab satellite channel based in Dubai, she has established herself as an expert in communication and public relations.

Solange earned her Master’s degree in Journalism from the Lebanese University and has worked with esteemed media organizations like MBC Group and Sky News Arabia. As the head of communication strategy at Al Aan TV, she manages media relations and is committed to maintaining the brand’s reputation.

Solange is a strong advocate for youth empowerment and humanitarian causes. She is recognized for her efforts in fostering creativity and innovation among young people. Her passion for these causes is evident in her work, and she strives to make a positive impact in her role at Al Aan TV.

The Journey of the Entrepreneur

My professional journey commenced with an internship at Annahar, a prominent Lebanese newspaper, where I gained valuable experience and knowledge about the profession. Following that, I served as a press officer in the Lebanese Parliament under the former displaced minister, which enabled me to develop my skills in public relations and government affairs.

In 2006, I relocated to Egypt to join the Choueiri Group, where I was entrusted with overseeing MBC’s business in the MENA region. In 2015, I moved to Abu Dhabi to work for SkyNews Arabia as a Senior Director of customer relations. In this role, I collaborated with both government entities and direct clients to create top-notch advertising campaigns. My tenure at SkyNews Arabia provided me with valuable insights into public relations, media, and communications, which proved to be instrumental in my current position.

In my current position as the Head of PR & Corporate Communications at Al Aan TV, I am responsible for devising strategic plans for public relations and communications. As the official spokesperson for the channel, I represent it at a variety of events and engagements. Looking back, my professional journey has been a gratifying and exhilarating one, and I am thankful for the opportunities that have come my way. Each role has enabled me to acquire essential skills and has contributed to my professional growth, leading me to my current position.

What guidance would you offer to those who are new to this field?

When it comes to news coverage, stories that focus on humanitarian issues tend to be more impactful and captivating. For those who are just starting out, I advise prioritizing the development of strong connections with people and communities. Being in close proximity to sources can often result in successful reporting. Building trust with sources is pivotal in obtaining exclusive insights into stories and uncovering fresh angles to cover. 

Additionally, it’s crucial to maintain an inquisitive mindset and consistently seek out new stories and sources to expand your network. Perseverance and determination are also essential when pursuing a story. Sometimes, it may take several attempts to get a source to speak up or discover new information. However, this persistence can often yield significant breakthroughs and exclusive stories.

Another key portion of guidance is to continuously refine your writing and reporting skills. This entails broad reading, regular writing practice, and soliciting feedback from seasoned journalists. It is imperative to maintain integrity and impartiality in your reporting. This involves being transparent about your biases and striving to present an equitable and well-rounded depiction of events and individuals. Above all, journalism is about narrating stories and revealing new facts; through these stories, we can establish a more knowledgeable and compassionate world.

What strategies do you have in mind to inspire your team?

Inspiring a team to strive for excellence is critical for attaining success in any work setting. According to a study by TINYpulse, an employee engagement software, employees identified the following as their primary motivators to surpass expectations: camaraderie and peer motivation, feeling valued and appreciated, and an innate drive to excel. 

These findings align perfectly with my strategy for motivating my team. I foster close relationships with my team members, offer them consistent guidance, support, and inspiration, and promote a collaborative and encouraging workplace culture to ensure everyone’s success.

In what ways do you believe technology is driving shifts in the business landscape?

The advent of technology has completely transformed the business landscape, resulting in substantial changes in various fields such as marketing, advertising, sales, and finance. One noteworthy example is the creation of Chat GPT, an AI algorithm that can understand and produce human-like language, which has revolutionized the way businesses communicate and disseminate information. 

In addition, technology has become an indispensable part of our daily lives, providing seamless communication, improving efficiency, and simplifying various business operations, including manufacturing, procurement, advertising, and sales. Consequently, businesses now have better tools to accomplish their goals more efficiently and effectively.

Can you share your perspective on the challenges women encounter in the media industry and their role within it?

The media industry is instrumental in shaping public opinion and cultural narratives, with women playing a pivotal role in various professions such as journalism, film, television, and advertising. While women have made significant contributions to the industry and have broken through various barriers, they are still underrepresented in top management positions compared to men.

Achieving a work-life balance is a challenge for women in the media industry, given the long and unpredictable hours that are typical of the profession. Women in the media often face high-pressure situations and tight deadlines that require them to be constantly on call, which can make it challenging to manage their personal and professional commitments. This can create additional stress and tension in their lives, as they struggle to juggle competing demands on their time and energy.

Message to your customers and viewers

It is important to maintain a positive and optimistic mindset, expert persistent effort toward achieving your goals, and never allow anyone to discourage you or lower your spirits. Life is a journey full of ups and downs, and encountering obstacles and challenges is normal. However, having a positive and optimistic outlook can enable you to navigate difficult situations and make the most of the opportunities that arise. Additionally, it is crucial to work diligently and persistently toward realizing your aspirations and dreams. Hard work, commitment, and determination can propel you toward success and gratifying life.

Don’t be afraid to make changes in your life if you are not satisfied with your current situation. It’s important to prioritize your physical and mental well-being, as they are essential for leading a happy and fulfilling life. Also, make sure to nurture and prioritize your relationships with family and loved ones since they provide true joy and happiness and will always stand by your side.

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