In The Hot Seat – Rachael Perrett

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We chat with Rachael Perret, Editor at Abu Dhabi World, who talks about her role and offers her thoughts on the media industry in the Middle East…

Name: Rachael Perrett

Age: 29

Nationality: British

Current job title: Editor, Abu Dhabi World

When did you first arrive in Abu Dhabi?
I arrived in Abu Dhabi in January 2007 on a gap year and never left.

Where did you work prior?
I’ve only ever worked in the UAE and have worked for What’s On and done freelance writing for Hello! Middle East, Good and BBC Good Food

What were your first impressions of the media industry in the Middle East?
Unfortunately, I don’t have anything to compare it to as my journalism career started and has grown here. But I certainly had a shock when I changed career (from hospitality management) and moved into the world of journalism. For starters, I was amazed at the lack of communication in the industry (ironic, I know) and how often things here are organised or announced last minute. This is a real challenge for those of us in the media industry who have deadlines, but alas it’s part of the culture here so I’ve learned to accept it.

Tell us about your current role…
The role of Editor is new for me but I’m loving it. Abu Dhabi World is a community magazine – we are people living in Abu Dhabi, writing for other members in our community. It’s incredibly satisfying meeting so many people here who make this place so special and getting to share their stories with readers.

We have a really small team and producing a weekly publication sometimes feels like we’re on a hamster wheel as we send one edition to the printer and start all over again on the next one in the same breath.

As an Editor, I still get to do a bit of writing, which I love. I’m constantly planning future issues and supplements, attending press conferences and events and always trying to get out and explore so that I never lose touch with the city as it’s constantly changing.

What challenges do you face?

There’s so much going on in the city and so many people doing cool things. But many people aren’t forthcoming with information and there’s only so much we can do to dig up stories when we don’t always know where to look.

Then there are the usual challenges that I’m sure many managers, not just in the media industry, face – lack of resources, time constraints and budgets.

How do you overcome writer’s block?

You just do! We don’t have time to get writer’s block as we’re writing several features a day but of course, there are times when it happens. I go get fresh air first. Then if something really stumps me and I can’t figure out how to pull all the words together, I’ll talk about it with a friend or colleague. Sometimes it helps to say things out loud and just let the words roll off your tongue in a casual conversation rather than stress about how you want it to come across on paper. Then you’ll often find that it all suddenly makes sense and everything will just start flowing.

What’s the most rewarding part of your job?

Meeting new people on a daily basis who are from totally different backgrounds with amazing stories to share. Sounds cliché but that’s essentially one of the beautiful things about living in Abu Dhabi.

How would you rather be contacted at work?

Will Smith rapping a press release!

What do you think of publications in the region?

I think the quality has really improved over the years and we’ve seen new publications introduced that have added healthy competition. I’d love to see more independent publishing houses here with local publications that could reflect the essence of UAE life.

What role has digital media played when it comes to reader engagement in the magazine industry?

Digital media is a really valuable tool for us that has allowed us to reach new audiences and interact more with our existing one. For a magazine, it means better feedback and being able to monitor areas where you can then implement changes in print as well.

That said, I like to call the digital world a minefield: you never know what’s going to happen and one wrong step could be disastrous. The challenge is to create interesting content that’s as fast-paced as our lives are today, but that still fits with your brand identity.

Everything changes when you enter the digital world. You’re no longer competing with other print publications in your town or country, you’re now competing with the giants for the attention of users who themselves sometimes don’t even know what they’re looking for. Digital media is a whole other ball game.

Has the region’s culture and diverse audience posed as a limitation or advantage in producing editorial content?

Both. For us, we have 82,000 copies a week and our demographic is vast. So catering to such a wide audience is a real challenge for obvious reasons. But then that’s also one of the advantages. The diverse culture here makes for great content and readers here always seem to be eager to find out more and celebrate the local culture.

What’s your pet PR peeve?
People sending me content about Dubai… Sorry guys but not everything revolves around Dubai.

Describe yourself in five words…

Organised, creative, passionate, sporty and a health-freak

Who inspires you?

My parents.

What’s your most overused saying?
No way!

Five things you can’t live without?
My horses, my cats, dark chocolate, green tea and water

When you were a kid, what did you want to be when you grew up?

An animal psychologist

If you weren’t in your current role, what would you be doing?

I’d be pursuing my Olympic dreams! Or running a restaurant

What’s your favourite form of media?

Print. I will always love reading words on pages and flipping through from cover to cover.

What advice would you offer to someone looking to start a career in the media industry in the UAE?

Be willing to start at the bottom, don’t act like you know everything and always ask for and take on criticism to help you improve. I’ve seen too many people here who’ve studied journalism or media and come into the industry thinking they’ve got it all sussed – boy do they get a shock!

I got my foot in the door with an unpaid internship that lasted way longer than it should have or than I wanted it to, but I kept at it as it got me the experience I needed and I was working with such a great team who taught me much more than I potentially would have learned in a paid position with a less passionate and willing team.

GQ Middle East set to launch in the region

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ITP Media Group partners with Condé Nast International to launch GQ Middle East in September, 2018. The new launch will include a website in Arabic and English, social media platforms, a monthly magazine, and a series of events including the GQ Man of the Year. The new title will feature insightful reports on key regional issues and columns sourced from locally influential men as well as interviews with some of the acclaimed figures from across the fashion, sport and entertainment industry in the region. The digital platform of the magazine will focus heavily on video and be predominantly produced locally with an aim to target males between 28 to 45 years who are ambitious, fashionable, and well educated.

“The Arabian men’s fashion market is very dynamic,” says Karina Dobrotvorskaya, President, Condé Nast New Markets and Editorial Director, Brand Development. “We see a growing appetite for luxury products and a real appreciation of craftsmanship, with huge respect for both heritage and contemporary brands. We believe that ITP Media Group has the experience, vision and enthusiasm to deliver GQ Middle East with its own unique voice across all platforms.”

Ali Akawi, CEO, ITP Media Group added “We are pleased to announce the launch of GQ Middle East – our third brand with our partners, Condé Nast International. GQ is without doubt the most recognisable men’s media brand in the world, and our Middle East version will distinguish itself with quality writers and photographers, exclusive interviews, video production and in-depth analysis and commentary. GQ Middle East will not just report on the latest trends but its editorial team, with proven knowledge of the region, will actually set them.”

In The Hot Seat – Peta Ireland Al Akawi

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Team TMN catch up with Peta Ireland Al Akawi, Founder of Soho Comms and Events who talks about her role and offers her thoughts on the PR industry in the Middle East…

Name: Peta Ireland Al Akawi

Age: 26

Nationality: British

Current job title: Founder of Soho Comms & Events

When did you first arrive in Dubai?

2012

Where did you work prior?

My first ever role in Dubai was heading up Topshop Personal Shopping in Dubai Mall. I had previously worked in Personal Shopping for Topshop’s flagship store in Oxford Street London, so working for the brand in the Middle East was very exciting. I did a stint in media sales at ITP Media Group, and then worked as Marketing Manager for Praias, a Brazilian multi-branded swimwear boutique in Mall of the Emirates.

What were your first impressions of the PR industry in the Middle East?

My first impression was that a lot of brands and companies in this region actually require a lot more than just a traditional PR agency – they require an extension of their team. A lot of SMEs don’t have an appointed Marketing Manager so they need a team or an individual to provide them with a complete 360 degree service from marketing campaigns, event concepts, social media, traditional PR and influencer engagement.

Has your opinion changed much?

Even in the relatively short time that I have lived here I have seen the industry develop, mature and grow exponentially. Business owners and marketing teams are much more educated on what works and what doesn’t work for their businesses. PR agencies work with their clients much more closely now than ever as there’s so many different communication channels that need to work simultaneously to generate results. Gone are the days of just sending out press releases and organising press conferences. The leaders in the PR industry right now are the people offering effective, strategic creative solutions that show a clear ROI for their clients.

Tell us about your current role…

I launched Soho Comms & Events a year ago having freelanced for one and a half years. Soho Comms & Events is a Dubai-based independent consultancy firm that specialises in public relations, social media and event management. My role is to wear many different hats on a daily basis. I have a fantastic Junior Account Executive, and together we work across all areas of the business.

What challenges do you face?

The biggest challenge is that there are not enough hours in the day. The hands on the clock in Dubai seem to go around a lot faster than in the UK! My biggest challenge when first going freelance was managing and utilising my time effectively and this is something you only learn from experience. The other big lesson was managing expectations – always under promise and over deliver. Also learning how to say NO.

What’s the most rewarding part of your job?

The most rewarding part of my job is getting results for my lovely clients. I am so lucky to work with the most fantastic people who believe in the service we offer. Whether it’s a great piece of coverage, a successful event or strategic partnership to drive sales, helping my clients promote their businesses and grow is hugely rewarding.

How would you rather be contacted at work?

I am a massive fan of voice notes. Sometimes I find I get answers and solutions from my clients much quicker by sending voice notes. I work directly for business owners so sometimes emails slow down urgent communications, as they’re so busy. WhatsApp groups and WhatsApp is another fantastic way to communicate with my clients effectively and quickly.

How has digital media changed the relationship between the PR and media industry?

One of the biggest changes I have noticed recently is that journalists will often use their personal social media platforms, Facebook groups and other online platforms to seek relevant pitches for features or articles they’re working on. So instead of having to sift through 100s of emails, journalists can quickly connect with PRs and find what they’re looking for at the click of a button. This is beneficial for both parties. I will watch publication’s Instastories and pages to see what they’ve got coming up so that I can pitch more effectively rather than emailing editors over and over again. A journalist’s time is more valuable than ever with such high turnover of content so pitches have to be more targeted and insightful in order to secure more coverage.

How has consumer behavior in today’s digital community influenced PR today?

To survive as a PR agency or consultant today you have to understand your client’s digital consumers and their behavior. Understanding your clients today involves a deeper knowledge than ever before. Knowing the print and online publications to target is now just the basics. We now need to understand the most effective digital platforms for our clients and how to utilise them to get the best results.

What role does social media play in building a brand’s reputation today?

From my experience, consumers go straight to a Facebook or Instagram page before they visit a website. Your Instagram feed is your business card and the face of your business. Behind every face, there is a personality. Your Instagram theme is that personality. For some brands Instagram is the only tool they use to promote their product. So many enquiries, sales and interest can be driven from engaging social media content. Social media allows anyone to promote their product, services or brand for free. Consumers love to show loyalty to brands through social media so this is extremely valuable for brands trying to build their reputation.

How would you describe yourself at work?

I feel very privileged to have the clients I have and be able to wake up every day and do a job I love. I am very passionate about doing the absolute best I can do to help my clients get the results they want. I work fast and hard and I’m committed to growing and learning every day.

Describe yourself in five words…

I’m a good listener, understanding, resilient, passionate and conscientious.

Who inspires you?

Iyanla Vanzant, Oprah and two of my best girlfriends Laura Collett and Jade Holland Cooper.

What’s your most overused saying?

‘Listen to your gut’, ‘Pick your battles’ and ‘You can only control the controllable.’

Five things you can’t live without?

My two cats, my husband, my girlfriends, my heated rollers and Coco Cola. I can’t really live without my phone and laptop either but I’d like to one day!

When you were a kid, what did you want to be when you grew up?

My biggest passion in life is horses and I competed to a high level in Three Day Eventing as a teenager so I wanted to work with horses. As I got older though I wanted to either be a journalist or work in events.

If you weren’t in your current role, what would you be doing?

I would love to be a therapist.

What’s your most used social media platform?

INSTAGRAM, addicted! To be specific, Instagram Stories.

How do you see the PR industry changing in the Middle East in the coming years?

I think that agencies will have to diversify and offer a wider range of services to their clients. Gone are the days of only offering traditional PR, clients do not understand the return on investment. Yes, we can show them advertising value equivalent, but they want to see this coverage reflect in their sales. Agencies will become a more integrated part of marketing teams and will have to cover digital marketing and events as well as PR services.

Pinpoint Media group welcomes Thomas Billinghurst

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Pinpoint Media Group has appointed Thomas Billinghurst to the role of Deputy Editor of Debonair and Watch 1010. With a wealth of experience in the media industry, Thomas previously worked for titles such as Arabian Aerospace, SportAccord Daily, Gulf News and tabloid!. In his new role, he will further develop Pinpoint Media Group’s reputation for quality journalism and content that defines the image of luxury men’s lifestyle in the region and beyond. He will also be responsible for overseeing all print and online content for both Debonair and Watch 1010. 

“I share a deep-rooted affinity with the core ethos of Debonair: prioritising enduring style over ephemeral crazes,” says Thomas. “We seek to present narratives that will stand the test of time. From our cover stories to our fashion pieces, we highlight those aspects of rarefied living that set us apart from the rest. I think it’s this symbiotic connection that makes this role the most natural of fits.”

BPG Cohn & Wolfe promotes Shady Fekry

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BPG Cohn & Wolfe has promoted Shady Fekry to the role of Senior Media Relations Executive. Having joined BPG Cohn & Wolfe in 2013, Shady most recently held the role of Media Executive and has worked across a number of clients including Emirates Literature Foundation, LEGO Video Games, Calvin Klein, The Cheesecake Factory and Hamdan bin Mohammed Heritage Centre. In his new role, he will continue to manage all the media relations, day to day press communication, reporting and media analysis for Nakheel Malls, Hotels.com, DoubleTree by Hilton Resort & Spa Marjan Island as well as Emirates Literature Foundation.

“My promotion is just another reason for me to enjoy the job I actually love waking up to,” says Shady. “It is what really motivates me to push through a rough day. I consider BPG Cohn & Wolfe to be my family and I enthusiastically look forward to keep up the passion I have for my career and to continue growing in this ever dynamic industry.”