Knowing is not enough, doing and working is the base. Sawsan Ghanem embarks with success to achieve her goals guarded with confidence, love for life, honestly and modesty. She built for her company and herself a big name in the PR world. We leave you with Sawsan Ghanem.

We all know that we understand a concept better when it is explained to us in our own language and appeals to our sensibilities. The same approach should be used when we market a product or service to a target audience in a region. Businesses need to speak the language that people in a particular region will understand, says Sawsan Ghanem, Managing Partner, Active PR.

We profile one of Dubai's most prolific entrepreneurs. The saying goes that behind every successful man there is a successful woman. It would also seem that this could be said when it comes to many of Dubai's successful companies. Women everywhere are setting up businesses which take their industries by storm ans, more importantly, being recognized for their achievements. One such woman is Sawsan Ghanem, managing partner of Active PR.

Jaffer is someone it's easy to warm to. Unlike so many in motorsport, he's worked his way through the ranks because of sheer determination and skill, rather than falling upon the comfortable cushion of enormous family wealth. Being in this game is a costly business and he's had more than his fair share of knock-backs while trying to find sponsors, but a private benefactor came to the rescue and he's also being supported by Dubai-based Active PR, a communications and marketing company. It's their logos that adorn the car he's just won the race in.

DUBAI, 29th November 2011 - Sawsan Ghanem, Joint Managing Director and founder of Active Public Relations - a strategic boutique PR & Marketing Communications Agency based in Dubai Media City (regional presence and offices in Kingdom of Saudi Arabia) - was awarded Arab Entrepreneur of the Year 2011, during a gala dinner ceremony hosted by SME Advisor Stars of Business & Summit Awards 2011 at the Jumeirah Beach Hotel on Monday, 28th of November 2011.

What starts out as negative feed-back can be turned into a positive experience to your business. So how do you handle criticism and even benefit from it? Sawsan Ghanem, Managing Partner, Active PR shares some insights.

Dubai: In a bleak economic and financial — not to mention political — landscape, putting a "spin" to corporate communications might be one way to spread some good cheer among the intended audience. But don't try selling that to Bob Frause, chairman and chief executive officer of the Frause Group and an acknowledged doyen in the global business of PR.

Who are the new breed of entrepreneurs in the MENA region? fME speaks to the founders of brave, new start ups that are boldly going where no start up has gone before...