DocsAndBiz provides professional documentation and PRO services for individuals and businesses across the UAE. We assist with company formation, visa processing, document attestation, and certified translations.
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What is a PRO Service? Do You Really Need One to Start your Business in Dubai?
So you’ve come up with a great business idea, you’ve chosen a legal structure for your business, you’ve got a trade license; but then someone mentions PRO (Public Relations Officer) services, and you’re left wondering if it would be worth the increased cost or whether it is necessary at all.
This article will help you resolve this question – no nonsense.
What Does “PRO” Actually Mean?
In the job market, PRO refers to Public Relations Officer, and does NOT mean anything about marketing or communication. Instead, it refers to government liaison work; in other words, the person or service that handles all your paperwork with government departments on your behalf.
If you can imagine a PRO as your representative at the counter, then you can also see how while you are busy growing or operating your business, your PRO would be in line at the Immigration Department, submitting documents to the Ministry of Labour, following through with the Ministry of Economic Development, and/or processing your renewal of a business license at a local municipality.
What is the function of a professional Performance Review officer?
A professional Performance Review Officer performs various government-related tasks. Here is a list of responsibilities usually associated with this type of position:
Visa Processing
- Processing and/or renewing employment visas
- Stamping residency visas
- Processing family visas
- Processing Investor/Partner Visas
- Cancelling or Transferring Visas
Labour and Immigration
- Processing Initial or Renewal Work Permit Applications
- Issuing and/or renewing Labour Cards
- Changing Status
- Attesting Contracts of Employment with Ministry of Human Resources (MOHRE)
Business Documentation
- Renewing a Trade License
- Registering and/or renewing an Ejari
- Filing Power of Attorney
- Amending Memorandum of Association
- Deregistering Company (if necessary)
Emirates ID
- Filing New Applications or Renewals
- Coordinating Biometric Appointments
- Replacing Lost or Damaged Cards
Other Government Transactions
- Attesting a Certificate to be used with MoFA
- Coordinating Medical Fitness
- Obtaining a Criminal Clearance from the Police
- Obtaining Approvals from the Municipal Office
To summarize, PRO works with all Government of UAE entities through physical contact (i.e. walking into an office) and/or electronically (i.e. sending email).
Is it possible to complete the application process yourself?
Yes, technically it is possible to complete the application process by using digital infrastructure. There has been a large investment made by the Government of Abu Dhabi to create digital infrastructure for doing things like applying for business licenses, registering as a business, changing business ownership, and other items relating to getting a business established in Abu Dhabi.
However, for many small to mid-size businesses (two or three employees), it would require that you have knowledge of the systems and processes of each department, plus the time required to deal with the government will only create a problem instead of resolving issues.
There are simply too many layers of complexity with government processes in the UAE. Each department has its own portal, which has different document requirements, as well as specific processing windows for the various items associated with the application process. For example, applying for a visa renewal for your employee involves dealing with Immigration, MOHRE (Ministry of Human Resources and Emiratisation), the Medical Center, as well as Emirates ID.
Any error made in the required documents will not only result in an initial rejection, but you may also incur fines through immigration, have issues with your visa status, and/or even have a temporary disruption of your business operations.
There is a cost associated with your time. Chasing down document renewals for every hour spent doing this is an hour that can be spent on the day-to-day operations of your business. In most cases, the trade-off does not pencil out for business owners or managers.
Who Actually Requires (PRO) Services?
Businesses with Employees – In order to be able to employ people, businesses will have to go through the entire visa process all over again with each addition to their staff. Therefore, the need for a PRO service becomes an integral part of the current operation.
Rapid-Growth Companies – When companies grow rapidly, there will be numerous changes such as more visas, amendments to existing visas, and dealing with multiple government departments. If this is all being managed through an ad hoc approach, this will create bottlenecks in the process, leading to compliance breaches.
Entrepreneurs New to UAE – In today’s environment, operating a business in the UAE can be very confusing and has a very steep learning curve. By making a mistake when setting up a business, it can only come back to haunt you as that will be your most costly mistake.
Companies Without a PRO In-House – Generally, larger corporations will have a dedicated PRO working for them; however, for SMEs and startups, it makes sense to contract this out as a professional service.
Businesses that Have Experienced Compliance Problems – If you have experienced issues in the past such as a lapsed licence, a delayed visa, or receiving a fine due to not renewing your work Visa on time, having a reliable PRO service will solve those problems in the future.
The Unseen Expense of Not Using PRO Assistance
Many entrepreneurs have no idea how much it truly costs them to process government documents without a professional’s help. Let’s take a look at some examples:
- How many hours do you spend navigating through portal pages and scheduling appointments for every application (visa)?
- What amount do you end up paying in fees for missing renewal deadlines due to your poor recordkeeping practices?
- How often will you have to resubmit and reprocess applications that get turned down?
- What would be the cost to your business if you are out of compliance because the issue was not noticed before there was a lapse in time?
- How stressful is all of this?
When totaling these expenses, a professional PRO service does not cost you money; instead it will help SAVE money!
What Should Your PRO Service Do?
Not all PROs provide the same level of service. Consider the following when choosing your PRO service:
Speed & Reliability – Government deadlines do not change. Your PRO must regard your performance timelines as “theirs”.
Transparency in Fees – Government fees are fixed in value. Agency fees should be explained before service commences and when added do not appear later on your invoice as ‘additional’.
Full Service Capability – Can the agency provide all your required services for all government transactions, or will you have to hire multiple companies to cover all of your transactions? A full-service agency will save you time and effort from having to manage multiple vendors.
Communication – You should never have to contact your PRO to find out what is happening with your transaction, they should be updating you every step of the way without your needing to call them.
Proven Experience in UAE – This is NOT an area for someone to learn how to operate, the UAE government has many nuances to their processes therefore it is critically important that the agency you choose to employ has previously performed similar work.
One Final Thought
PRO services exist because operating a business in the UAE involves a continuous relationship with government systems — not a one-time interaction. For most businesses, that relationship requires dedicated, knowledgeable support to manage well.
The question isn’t really whether you need a PRO service. The question is whether the cost of not having one — in time, in fines, in errors, in compliance gaps — is something your business can afford.
Most can’t. And most who discover that, discover it later than they should have.
At DocsAndBiz, PRO services are one of the things we do every day. If you’d like to understand exactly what support looks like for your business, speak with our team.
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DocsAndBiz provides professional documentation and PRO services for individuals and businesses across the UAE. We assist with company formation, visa processing, document attestation, and certified translations.
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- +971 55 994 5833
- docsandbiz.ae@gmail.com
- Near to Satwa Round About Al Satwa, Dubai, UAE
- In MERAL Building, Jumeirah Garden City, Al Satwa, Jumeirah, Dubai