Business

CARMA, a global leader in media intelligence and reputation insights, has announced a strategic partnership with Earned First, a media and events platform focused on public relations and corporate affairs. The collaboration aims to advance the way reputation is measured and managed by sharing data-driven insights and best practices with communications leaders worldwide.

The partnership brings together CARMA’s global intelligence and analytics capabilities with Earned First’s international community and event platforms. Together, the two organisations will support leaders with deeper reputation analysis, enhanced benchmarking, and actionable insights to inform strategic decision-making in an increasingly complex media environment.

As part of the collaboration, CARMA will participate in key Earned First events in Abu Dhabi and Singapore, where it will present findings from its Global Country Reputation Reports. A central highlight will take place at PRAXIS MENA 2026, where CARMA will officially launch its first UAE Country Reputation Report.

CARMA Group CEO Mazen Nahawi will present the report on 3 February at PRAXIS MENA 2026, offering insights into the factors shaping national reputation, stakeholder perceptions, and the communication strategies organisations can adopt to build and sustain trust. The UAE report forms part of CARMA’s wider global reputation report series, providing comparative analysis across markets.

Commenting on the partnership, Nahawi said the collaboration will enable CARMA to share globally benchmarked intelligence with a community focused on improving how reputation is measured and managed, helping organisations respond effectively to an evolving communications landscape.

Arun Sudhaman, Founding Editor at Earned First, said the partnership reflects a broader shift in how reputation is viewed by organisations. He noted that reputation has become an operational discipline that requires evidence, comparison, and leadership judgement, and that working with CARMA will help move industry conversations beyond narrative toward measurable credibility.

Beyond PRAXIS MENA 2026, the partnership will support future initiatives for communications and corporate affairs professionals, including knowledge-sharing sessions, region-specific insights, and collaborative programmes focused on best-practice reputation measurement.

PRAXIS MENA 2026 will bring together senior industry leaders for strategic dialogue, practical learning, and forward-looking discussion on the future of communications and reputation management.

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