About this episode

Anika Berger discusses the realities of building a PR agency in Dubai and the importance of credibility for founders.

Episode Description 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…

People in this episode

Host: Laurie Drummond

Guest: Anika Berger

Topics covered

• public relations
• entrepreneurship
• credibility
• Dubai
• business growth
• founders

Keywords

• PR
• credibility
• Dubai
• entrepreneur
• business success
• visibility
• founders

Mentioned in this episode

Organizations: NikNak PR, Netflix, Careem

Places: Dubai, GCC

More episodes of The Unstoppable 5%

• E69: Who Are You When the Title's Gone? | Shelley Bosworth · July 13, 2026 · 1h 1m
• E67: My own business was taking my soul. So I walked away | Keila Doyle · May 29, 2026 · 46 min
• E66: She Lost $10M, Both Hips, and a Baby. She Rebuilt Anyway | Samantha Williams · May 14, 2026 · 1h 3m
• E65: Why HR Has an Image Problem (And How to Fix It) | Natalie Cairns · May 14, 2026 · 32 min

Explore listener stats, chart rankings, contacts and more on the The Unstoppable 5% podcast page.