Dellvin Roshon Williams is the Co-founder of DRW Communications, a UAE-based public relations firm that is changing the face of PR in the Middle East. As an American-born journalist turned copywriter, Dellvin’s passion for storytelling and his expertise in creating meaningful, authentic content have been instrumental in building DRW Communications into the successful PR agency it is today. With a focus on process over content, Dellvin and his team at DRW Communications help brands communicate their significance to the world through higher-level PR, including media relations, thought leadership, and website design. In this interview, we’ll hear from Dellvin about his career journey, his goals for DRW Communications, and how he stays motivated in challenging times.
What’s the idea behind Your Company?
“The idea behind DRW is simple: winning hearts and minds by changing perceptions of what PR is, what it looks like, and who it represents. As one of the few Black-led PR firms in the UAE, we understand the power of perception. That’s why we help brands communicate their significance to the world, no matter where they are.
We tell meaningful, authentic stories through high-level PR. We achieve this by designing and redesigning websites – which, by the way, are the first line of defense in online reputation management -, crafting thought leadership content, and delivering top-tier media coverage for brands in the lifestyle, travel, and transportation industries.”
How did you begin your career journey? Do you have some advice for beginners?
I came to PR from journalism. I was a New York-educated academic-turned-fledgling copywriter who had written on global projects. Over time, I curated a portfolio of print, online, and digital content.
Eventually, I became a Contributing Writer for three of America’s biggest luxury titles: hautetime.com, Haute Living, and Upscale Living. Building out the Yachts + Jets section for hautetime.com allowed me to collaborate with brand behemoths in yachting like Oceanco and Rossinavi; aviation: Bombardier and Honda Jet; fine watchmaking, Bovet 1822 and Hublot; and art, Opera Gallery Dubai. It was then that my partner, Vimbainashe Ruzvidzo – who, by the way, is a PMI® certified project manager – and I began refining and testing the DRW® concept, which eventually became the company that we founded together: DRW Communications FZC – LLC.
Advice: Privilege process over content. We’ve all heard the cliché, “content is king,” but I disagree. For us at DRW®, process trumps content because content is, as Alan Weiss says in his book Million Dollar Consulting, localized and specific. Process, however, is about building scale into your business in a way that is consistent across industries and cultures.
What’s the goal of your company?
Our goal is to become an internationally recognized American-led public relations brand that advocates for the Middle East. Our mission is to help brands communicate their significance to the world, and we exist to provide a framework, tools, and methodology for driving long-term synergy between corporate and citizen diplomacy. We believe that the Gulf is the perfect place for us to achieve this goal.
How do you motivate your team?
We work very hard to invest in the personal and professional growth of the people around us. Obviously each member will move on in life, at some point. That said, we make sure that everyone who works with us keeps three things top of mind: never compromise on the value that you bring to an organization; no one cares as much as you think they do. So, don’t build a business, build a legacy; and finally, you should be the only one who defines how and when you show up. Determination and persistence alone are all powerful.
What keeps you moving forward, even in challenging times?
Faith. Culture. Intelligence. Faith because no matter how prepared you think you are, some things are out of your control. So you leave that to faith and to taking care of your team and the people who love you. Culture because thinking victoriously in life and business means leaning on the techniques and thinking styles of those who came before us to address our challenges. And intelligence because for those things you can control in business, do your research, learn, master, and plan accordingly.
How do you think technology is leading to changes in your business? Do you feel it’s helping your company grow?
In our industry, the biggest technological change is AI. Although AI is here to stay, nothing replaces the passions, interests, and values that can only be tapped into by the human touch. That’s what our prospects and clients look for; that’s what we deliver.
How is your company adapting to digitalization?
For us, staying up to date, keeping abreast of emerging trends helps us make decisions that are in the best interests of our prospects and clients.
What are the services/solutions or products offered by your company as per the current industry standards?
Whatever the industry is doing, DRW® does the exact opposite. As I’ve said before, we offer media relations, thought leadership, and web design + consulting services. But we are also working on delivering webinars and workshops to businesses on how to create and deliver new products to their current clients and prospects. Why spend money on ads to acquire new customers when offering new products and services can extend the lifetime customer value of the people who are already loyal to your business?
Tell us something about your upcoming products or services?
We are currently putting the final touches on our e-book, Toward Brand Clarity: How to Create Authentic Brand Story Through the Power of Narrative. It will be available on Amazon, Apple Books, Rakuten Books, Nook, and other platforms. So be on the lookout for that sometime in the summer, as well as the webinar to follow.
Would you like to say anything else to our viewers?
I find that marketers and PR pros in the UAE place great emphasis on content. While content is important, we believe that careful, purpose-driven use of language is a form of power. Language is how consciousness, behavior, vision, perception, and how people relate to each other. And in today’s media landscape, PR pros and marketers need to upgrade their understanding of the motivations of their audiences, public, and stakeholders. If you’re interested in learning more about how we can help, we’d love to continue the conversation.
Connect with Dellvin Roshon Williams on LinkedIn.