Sheila Tobias is a Dubai-based PR & Communications Consultant who offers bespoke services remotely to in-house teams and agencies under her independently-owned business, S T A R T PR. 

With nearly two decades of experience navigating the media landscape in the UAE and beyond, Sheila has worked across business, arts & culture, corporate, and lifestyle sectors, delivering tailored PR strategies that drive visibility, audience engagement, and impactful media coverage.

Her expertise spans across:
Strategic PR Planning & Execution
Media Relations & High-Impact Partnerships
Content Development & Brand Storytelling
Project & Account Management

Sheila’s approach is deeply rooted in cultural and media insights, ensuring that every communication strategy is meticulously planned, executed effectively, delivered on time, and resonates with the right audiences. Her ability to craft compelling narratives has led to significant media placements, including high-value coverage for top brands and institutions.

Committed to excellence, integrity, and strategic impact, Sheila continues to work behind the scenes to orchestrate meaningful PR campaigns, strengthen brand narratives, and build long-term media relationships.