In The Hot Seat – Briar Prestidge

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Team TMN chat with Briar Prestidge, Executive Director, Briar Prestidge International, who talks about her current role and offers her thoughts on the PR industry in the Middle East.

Name: Briar Prestidge

Nationality: New Zealand – yes, I’m a ‘Kiwi!’

Current job title: Executive Director of Briar Prestidge International – branding, marketing and reputation management, and Executive Director of Deals in High Heels – events and media.

When did you first arrive in Dubai? Start of 2017

Where did you work prior? I have a background in sales, executive headhunting, digital marketing and branding, and I’ve worked in London, NYC, Melbourne and Auckland.

What were your first impressions of the digital marketing industry in the Middle East? There is a shortage of qualified and experienced digital marketers which is often reflected in the work.

Has your opinion changed much? No

Tell us about your current role… As head of Briar Prestidge International, I am in charge of innovative brand and marketing strategies to build the profiles and reputations of high-profile people and brands.

What challenges do you face? Competing against other agencies is always a challenge. Often prospects will explain what another agency has recommended for them and it’s often the wrong service which would be a waste of their resources. Educating clients is key.

What’s the most rewarding part of your job? The value we provide – building a reputation is a unique recipe for each client we work with. We have the creative/technical expertise and global relationships to do this. We are also currently working on some exciting projects, including an Amazon Prime global TV Series called ‘The Movement,’ have just launched a regional podcast show called ‘Business is Personal’ for one of our clients and we are currently leading an in-house series called ‘Business Quickfire – The Great Mind Series’ – we have global leaders partaking to give their ‘one-minute’ piece of advice.

How has clients’ expectations in today’s digital community influenced PR and marketing in the UAE? CEOs and leaders are now waking up in the morning and checking their social media – some want the same reputation and leverage that they have offline, ONLINE. When executed right, digital ‘Executive Branding’ and online PR strategies can have significant impact on business’ ROI, but should still be integrated with traditional PR, such as publications and speaking engagements.

How has social media in the region evolved to become an integrated part of the digital marketing industry? Whether we like it or not, social media is here to stay and 50% of our personal brand now resides online. LinkedIn especially, can be a lucrative platform to get your message out there – the algorithm is very free and it is where Instagram and Facebook were 5 or so years ago.

Your customers and potential prospects also expect to see you on social media – there is a perception that you aren’t ‘established’ if you’re not, and it’s been researched that people perceive the quality of content reflects the quality of your service or product.

What do you think of PR ethics in the industry today? I see many PR agencies, quite literally, ‘spraying’ out press releases – wouldn’t it be more effective to have a targeted approach? Through our sister business, media and events platform ‘Deals in High Heels,’ we even receive press releases on construction… how is that even relevant?!

Describe yourself in five words… Driven, analytical, learner, approachable, funny.

Who inspires you? Other entrepreneurs who have built companies off the back of hard work and dedication.

What’s your most overused saying? Fab, cool.

Five things you can’t live without? Apple Airpods and iPhone (hey I’m in the digital space), a good book, heels (haha), my community.

If you weren’t in your current role, what would you be doing? Designing my corporate fashion and sunglasses label, Head of Business Development or a writer.

What’s your favourite form of media? I’m torn between old school editorial and high-quality video in a show style format.

What advice would you offer to someone looking to start a career in marketing in the UAE? Proactively drive your career – for me, marketing started as a ‘side hustle.’ Qualify in digital, keep up with the latest trends, have the guts to try new and creative things, build solid relationships and always be thinking of the bigger picture.

We Are Social launches new report 

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Global creative agency network, We Are Social has launched a new report known as Braving the Backlash. Created by its UK office, the report aims to offer practical advice on how brands can approach sensitive issues in their marketing while properly managing hate speech and negativity online. Braving the Backlash explains why all brands need an anti-hate policy, how to create one, and where to display it. The report also introduces a new ‘Three Rs Model’ to help brands and community managers successfully categorise and respond to hate speech online.

“Diversity has become a core issue at the heart of our industry, as brands and advertisers increasingly look to speak out on societal causes which resonate with them,” says Nathan McDonald, Co-Founder and CEO, We Are Social. “However, there is still a clear lack of understanding as to how these conversations  – and indeed, campaigns – can be properly managed online without those involved having to fear backlash from certain groups online. This report aims to help to address some of these concerns, and offers brands and marketers a roadmap on how to effectively tackle negativity head on. It’s something we as a group are incredibly proud to stand behind.”

Sharjah’s first English language radio station makes new appointment 

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Abdul Karim Hanif has been appointed to the role of News Presenter at Pulse 95 Radio. With a wealth of experience in the media industry, Abdul previously worked with City 7 TV where he held the role of News and Sports Presenter and most recently worked with Euronews in Abu Dhabi where he was a freelance correspondent. In his new role, Abdul will produce and present news content that focuses on all the latest developments in Sharjah.

“It is an exciting opportunity to work with the team at ‘Pulse 95 Radio’ under the leadership of Mohammed Yanez, Head of the Station who has helped shape the radio scene in the UAE and GCC, launching some of the most successful radio brands,” says Abdul. “I look forward to bringing interesting stories and announcements from the Emirate of Sharjah.”

APO Group launches enhanced news monitoring service 

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Media relations consultancy for the MENA region, APO Group has launched a new version of their media monitoring service for press releases. The new service aims to provide all wire customers with a complimentary bespoke monitoring report which collates media clippings from websites, print publications and social media while delivering insights on media sentiment and journalistic engagement.

“Our enhanced media monitoring service reflects our commitment to exploring new ways of delivering superior media intelligence to our customers,” says Nicolas Pompigne-Mognard, Founder and CEO, APO Group. “For us, distributing press releases across a specific region is not merely about pushing corporate news to journalists. It is about supporting our clients in establishing market presence and enhancing target audience engagement. To help them achieve this, we strongly believe it is crucial to provide them with as much information as possible about the success of their campaigns.”