Zeina Akkawi is the Co-Founder and Managing Director of PAZ Marketing Agency, a family business specialized in PR, Co-Branded Affiliations, Events Management and Partnership since year 2008. With 19 years of Marketing and Communications experience, Zeina has worked with private and public sector companies, which include the rebuilding of Iraq and its governance and democracy building. Last year she launched The PlayPreneurs Club with Dr. Sara Al Madani, a platform to help Emirati Entrepreneurs build businesses, get mentors, and have the key PR. 

Zeina shares her story and thoughts on empowering women through Communication, as well as thoughts on how women can be more effective communicators:

Seele Magazine: This year’s IWD theme: ‘I am Generation Equality: Realizing Women’s Rights,’ which focuses on Generation Equality, marking the 25th anniversary of the Beijing Declaration and Platform for Action, adopted in 1995 at the Fourth World Conference on Women in Beijing, China. It’s the most progressive roadmap for the empowerment of women and girls, everywhere.

You’re doing this in a way with your work, leading the way for businesses and individuals in PR and Marketing in the Middle East. What are ways that Paz Marketing is working to create a progressive roadmap for the empowerment of women and girls, everywhere?

Zeina Akkawi: We at PAZ believe in what women can achieve now a days with a culture that is still conservative; yet we are seeing a lot of changes taking place in the GCC with adult women and millennials especially on social media that is making it easier for everyone.

Today we are keen to position women, motivate them and place them in the right direction to reach their ambitions. We usually study the individual, see what the weaknesses are to work on them (example train them to speak in conferences, with a proper body language and tone of voice that they can also apply on TV and Print Mediums); in addition to making a brand out of them, PR them and create a message behind each one so people and others can look up to these women as icons to a message.

It is a tough road for some, especially if they come from closed cultures; yet we believe in each woman as they are all making it to the future

SM:  Women are naturally gifted in communication, sometimes we use it negatively and gossip or tear each other down. How can women be mindful to better communicate with each other or as bosses in their businesses?

ZA: Communication is key in any format; relationships, businesses or even friendships. My advice for women is to surely keep your position right within your circle and in your business by applying some simple methods to be safe. Always be humble and straight in everything you do. Use 'We,' not 'I' and speak clearly and concisely, then verify what was heard. Lead with questions versus solutions, practice your nonverbal communication skills, let go of arrogance, pay attention to cultural differences, slow down, listen and think; speak less and listen for understanding.

SM:What inspired you and Dr. Sara Al Madani to launch The PlayPreneurs Club?

ZA: We felt that there was a lack for a networking groups of people; combining talents in one place to share their stories and be part of activations around the city. We wanted to be part of the upcoming Emirati and Saudi community and millennials in Dubai so we can give them the chance to stand out, PR themselves and be part of a good activation and environmental system

SM: You’re a successful PR and Marketing specialist, speaker, and mentor. Where did this activism and desire to make a difference come from? Does it come from your Lebanese heritage, or your upbringing, or does it stem from something that’s innate in you?

ZA: I have been through a lot of ups and downs in my life be it personal or business. This taught me a lot and kept me learning and seeing what is happening around me. I was always known as a communicator and fighter since I was a child; and to be honest nothing has changed at 40. The determination to always make a change was a desire and ambition that I had, so I applied it on what I am too, which is talking and mentoring. My culture? Of course! It plays a role as we Mediterranean women are known to be very hyper in everything we do.

Be it a speaker, mentor or a moderator is a passion that I have as I love teaching people and also learning back from them

SM: What would you tell your 16-year-old teenage self that could be helpful for the teenage women out there wondering about womanhood, trying to figure their futures out?

ZA: If I were to start my life again, or go back to 16, I would do it all the same with no regrets. The good and the bad, the failures and the successes, the fights and fear- and much more. My advice to any teenage lady out there is to dare and speak up no matter what the situation is, no one should remain silent with fear of judgment. You are beautiful, successful, educated, smart and you are the future of this world. Keep on learning so you can become tough as a rock.