Lee Petar goes from Bicom to doing PR for the Sheikh of Dubai

When Lee Petar, the former director of communications at Bicom, left to set up his own PR firm, he probably did not envisage that one of his first major deals would involve advising the emirate of Dubai.

Mr Petar, who co-founded Tetra Strategy seven months ago, recently won the account to advise the emirate — one of the United Arab Emirates — on strategic communications and reputation management. The deal, reportedly worth around £500,000, is one of the biggest PR deals this year. “It’s a real communications challenge and a real opportunity for me,” Mr Petar tells People.

“Dubai is rarely out of the news pages — there is a huge amount being invested into the area.”

Mr Petar, 33, who is leading the account, will report directly to the government’s executive office where Sheikh Mohammed Bin Rashid Al Maktoum, the Prime Minister of the United Arab Emirates and ruler of Dubai, is based.