Posted inPeople

How award-winner Farah Palia takes FIVE’s brand to a global audience

The director of PR at FIVE Hotels & Resorts talks us through a (not so) typical day

Farah Palia is the director of public relations at FIVE. In her role, she has a wide-ranging scope that encompasses various sectors including looking after the hospitality brands, the music arm of the company, aviation, and overall brand elements within the enterprise, across the region, and on a competitive global stage.

“I collaborate closely with FIVE’s leadership team, significantly with the prolific CEO of FIVE Hospitality, Aloki Batra, to transform the FIVE ambition into transformative business and cultural change, solidifying FIVE’s reputation as a boundary-breaking industry leader.”

In June 2023, Palia’s public relations efforts achieved a potential reach of 1.17 Billion potential views following the announcement of FIVE’s first-in-class, Fly FIVE private jet.

FIVE has been a regular feature at the Caterer Middle East Awards – Palia herself is a two-time Highly Commended Nightlife PR Person of the Year, in 2021 and 2022, and recently won PR Person of the Year at the Hotelier Middle East Awards 2023.

She takes us through what a day in the life of the director of public relations at FIVE looks like.

9AM In an effort to be more mindful and intentional about the day ahead, I’ve started journaling with my ‘Five Minute Journal.’ A quick Amazon buy has turned my daily routine into one that is focused on gratitude and ambition, by way of intelligent change.

10AM The day starts with sharing FIVE’s ‘News of the Day’ with the local and global press. FIVE’s announcements are a mix of offers for our guests, breaking news and exclusive announcements shared with a diaspora of luxury lifestyle and business publications with a diverse focus across travel and tourism, food and beverage, entertainment and nightlife, real estate and sustainability.

Once sent, I ensure I am on track to complete all the projects scheduled on my ‘To Do’ list.

11AM My first cup of coffee (a double shot cappuccino with organic sugar) sets the tone for the day.

Storytelling is a key aspect of public relations – crafting compellingly worded journeys for key stakeholders. This takes shape in many forms – press pitches, award and power list nominations, interviews, op-eds and internal corporate communications.

FIVE has been prominently featured in Bloomberg, Forbes, Esquire, GQ, Harpers’ Bazaar, CNN, BBC and Robb Report, and won a number of accolades over the years.

1PM At any given time, we have key press members at a FIVE destination – and at around 1PM, I do a quick check-in on each guests’ visit to ensure their experience is truly ‘FIVE-Styled.’ FIVE has been reviewed by some of the top-tier publications in the world. A number of editors have experienced the ‘Vibe at FIVE’ for themselves so that they can share their experiences with their readers.

2PM FIVE always has something new, disruptive and sensational to announce. The last three months have spotlighted the launch of Fly FIVE, which achieved the highest potential reach of 1.17 billion in June 2023, and FIVE Music – which broke the record for the highest number of articles published in a single month, with 484 articles in April 2023. I use this time to brainstorm with various teams to ideate new concepts and viral collaborations.

4PM Is usually the time for Zoom call catch ups with our affiliated agencies in India, the Netherlands and South Africa to evaluate current activities, discuss targets and goals, and strategise for the future. I use this time to align on our communications efforts to ensure FIVE is always pushing boundaries.

5PM As I am currently interviewing candidates to expand our PR team, I schedule a few Zoom calls or in-person meetings in the evening to discover the next great ‘FIVER.’ Joining our FIVE Tribe does not simply boil down to experience and education – it’s about personality, ambition, creativity and dynamism. Showcasing FIVE’s powerful presence in the hospitality community – FIVE’s LinkedIn page has over 138,000 engaged members.

7PM A brief but detailed catch up with FIVE’s CEO Hospitality Aloki Batra is essential so that all of FIVE’s communications activities are aligned with his vision. One of Forbes Middle East’s Top 100 CEOs, Batra’s leadership plays a pivotal role in FIVE’s stratospheric success, and it’s always an exciting day in the office with him.

8PM All pending emails are replied to by the end of the day to ensure no projects are unduly delayed whether it be in-house corporate communications, press pitches preparations, replies to press queries, etc.

9PM At this time, I return to the ‘Five Minute Journal’ to encapsulate and review the day that was – the wins and the challenges, and the feeling of appreciation that runs through it all.

11PM I round off my day with some thought leadership and personal development. I am currently obsessed with Diary of a CEO by Steven Bartlett as the conversations are consistently insightful and inspiring – and am powering my way through an episode a day.

1AM I scan my calendar for the next day to ensure I am well prepared for all my upcoming meetings and pending deliverables – and then, it’s lights off!