In The Hot Seat – Ian Drinkwater

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Team TMN chat with Ian Drinkwater, Director at Performance Communications Middle East, who talks about his current role and offers his thoughts on the PR industry in the Middle East.

Name: Ian Drinkwater

Age: 46

Nationality: British

Current job title: Director, Performance Communications Middle East

When did you first arrive in Dubai? November 2007

Where did you work prior? I worked for French car maker, Citroën, in the UK for 10 years, which was also where I kicked off my PR career. The in-house team was known as being the best in the industry, so I couldn’t have had a better start to my PR career.

What were your first impressions of the PR industry in the Middle East? Having spent so long in-house in the UK, coming to the Middle East to work agency-side was always going to be a total eye-opener. While in some ways the industry operated differently from my previous experience, the principles remained the same. While the general approach was far more conservative than it even is today, from day one I found the challenge of working in the region fantastically exciting and rewarding.

Has your opinion changed much?

Over the past decade the media landscape has evolved dramatically, as have client’s expectations. Today our clients are far more focused on digital and experiential opportunities, to supplement their PR activities. Looking at the fields we work in, the industry has become much more sophisticated and we are now able to propose and develop creative PR campaigns in a way that simply wasn’t possible then. The region’s PR industry has definitely closed the gap on those markets that many consider to be the global leaders.

Tell us about your current role… I co-founded sports and automotive specialist agency Performance Communications Middle East (then called Performance PR) in 2009, just as the financial crash really took hold in Dubai. It was actually the perfect time to launch, with set-up costs at a minimum. We started with no employees and just two Dubai-based clients. Today I manage a dynamic team that works across the region for some of the world’s best-known brands, in a range of fields including traditional PR, digital and events.

What challenges do you face? Running a business, every day presents its own challenges and these change on an almost daily basis. However, with the lines between the different sectors becoming increasingly blurred in today’s dynamic communications industry, convincing clients and potential clients that a ‘PR agency’ is often best placed to deliver creative solutions to a range of comms scenarios has become increasingly relevant. And it is also something that we are seeing happen more frequently.

What’s the most rewarding part of your job? There are too many to mention, but I’ll highlight two. Firstly, that feeling of winning or retaining an account, and knowing that a major global brand has taken an active decision to place their confidence and trust in Performance. Secondly, seeing team members flourish within the company and beyond. It’s a great feeling to know that you have been able to have a positive effect on another person’s career.

How has clients’ expectations in today’s digital community influenced PR and marketing in the UAE? Over the past couple of years, there has certainly been a push from clients to work more closely with digital media and ‘influencers’. This has been one factor that has contributed to the need for an increasingly integrated PR/digital approach, which in itself presents an exciting opportunity for agencies who are able to react to address this.

How has social media in the region evolved to become an integrated part of the PR industry? We have seen a major change over the past few years as key media finally make the jump from print to digital. For example, five years ago there was only a relatively small number of quality motoring websites. Now, almost all print media outlets have launched their own websites and social media platforms. At the same time, we have found that there is an increasing recognition among clients of the need for closer collaboration between social media and PR teams, or in some cases, thanks to the skills they possess, that PR teams are indeed better placed to undertake certain social media activities.

What do you think of PR ethics in the industry today? Certain events may have outwardly given the industry a bad name, but my experience is that people work in PR for the right reasons. All PR professionals that I have dealt with have a genuine passion for communicating, are extremely hard-working, and purely want to do the best by themselves, their clients and their audiences.

Describe yourself in five words… Driven, professional, thorough, reliable, exhausted (three young children – enough said).

Who inspires you? Professionally, my inspiration has come from the extremely talented people I have been fortunate enough to work with over the years. None more so than the manager who first gave me the chance in the PR industry, and who taught me so much over the eight years I worked with him.

What’s your most overused saying? Probably ‘never assume’

Five things you can’t live without? Family, passport, photos, internet and junk food.

If you weren’t in your current role, what would you be doing? Working in the travel industry in whatever role would allow me to travel the world as part of my job.

What’s your favourite form of media? I’m still quite old school, so love picking up newspapers. I’m also a huge fan of the BBC in its various forms. Having travelled extensively and lived in five different countries, I’m yet to find a media outlet that, for all its failings, delivers such a high quality and professional service.

What advice would you offer to someone looking to start a career in PR in the UAE? Do it! But be prepared to work hard and don’t rush things. Take your time to learn the job and gain experience – too many newcomers jump around in the early years of their PR career in the pursuit of ever higher salaries, but after three or four years they simply don’t have the skills to justify their next desired job title.

In The Hot Seat – Nidal Abou Zaki

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Team TMN chat with Nidal Abou Zaki, Managing Director at Orient Planet Group, who talks about his current role and offers his thoughts on the PR industry in the Middle East.

Name: Nidal Abou Zaki

Nationality: Lebanese

Current job title: Managing Director at Orient Planet Group

When did you first arrive in Dubai?

I arrived in Dubai in the early 90s.

Where did you work prior?

Soon after college, I joined Al Iktissad Wal Amal Group as business editor for almost a year. Right after that, my career in public relations began when I joined as Corporate Communications Manager at the Dubai World Trade Centre, where I worked for nine years, which opened a lot of opportunities for me to sharpen my skills.

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

Back then, PR did exist, however it was at an infancy stage and there were very few agencies, which were often just a small service area mainly provided by advertising firms. It was almost an unknown field and Public Relations employees were not the communications professionals that we know today.

Has your opinion changed much?

The developments in the PR industry in the Middle East in the last 25 years are simply incredible. PR back then was not even valued as a career option, but this has changed over the decades, and many companies have highly understood its role in ensuring their visibility across all media, especially in the region where communication is bilingual. But more importantly, PR has grown to meet various aspects of a company’s communication needs and has become more integrated to include reputation management, as well as branding and marketing strategies.

Tell us about your current role.

My role as the Managing Director of Orient Planet Group, is to strategise and drive the vision of the company. My attention constantly goes to sharpening the skills of the team that will help them to focus in achieving clients’ goals.

What challenges do you face?

Overall, there has not been any challenge that we could not overcome. In fact, the industry itself is fast growing and all we need to do is keep pace with its speed.

What’s the most rewarding part of your job?

As client partners, we share the success that they have achieved, when their business goals have been met through our assistance, that is a very rewarding experience for me. When they send appreciation notes for a job well done, it gives me more drive to keep doing what we do best.

How has clients’ expectations in today’s digital community influenced PR and marketing in the UAE?

There is no doubt that traditional and out-of-the-box PR campaigns are still very much relevant today because clients’ expectations do not change. However, given that digital platforms are more prominent and widely available, some clients have the tendency to focus more on these strategies. It is important that we can strike a balance between these areas – when digital platforms can deliver and when there needs to be more attention given on traditional PR.

How has social media in the region evolved to become an integrated part of the PR industry?

With the rapid growth of social media platforms and the active engagement of people online, it became inevitable for companies to integrate it in the PR industry and many of our clients recognise the value of having a second advice from a PR perspective. If companies want to reach out and communicate to these online audiences, they need to be strategic, innovative and interactive, which is why it is important to integrate it in the PR industry.

What do you think of PR ethics in the industry today?

It gets more challenging as our communication channels and platforms keep evolving, we need to ensure that ethical standards need to be maintained and not just kept in a bookshelf. The proliferation of fake news is global, and it is important that PR professionals maintain quality and high standards to define a clear line between our work and those that have wrong intentions.

Describe yourself in five words…

Focused, Oriented, Spiritual, Creative and Organised

Who inspires you?

UAE’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan. His vision and mission for UAE is commendable which is what inspires me the most.

What’s your most overused saying?

When you do a job, it must be perfect. Either do it perfectly or don’t do it at all.

Five things you can’t live without?

My family, laptop, mobile, gym, and access to the latest news

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

I would have been a journalist as I am passionate about writing. And to keep that passion alive, I still write on various subjects every now and then.

What’s your favorite form of media?

Every form of media has its own value and purpose and I appreciate them individually.

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

Determination and hard work is all that takes to become a good PR professional. Sometimes, it can be very challenging, so it is important to be sensible, flexible and street-smart rather than just follow the book.

In The Hot Seat – Kathleen Burbridge

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Team TMN chat with Kathleen Burbridge, Senior Account Manager at Edelman DABO, who talks about her current role and offers her thoughts on the PR industry in the Middle East.

Name: Kathleen Burbridge

Age: 29

Nationality: Canadian

Current job title: Senior Account Manager

When did you first arrive in Dubai? I first arrived in Dubai just over five years ago when I was a full-time model and was flown from London to be a part of the first season of Fashion Forward in addition to a few other jobs. Needless to say, I was only meant to be here for one month but changed careers and am still here now!

Where did you work prior? My first full time job in Dubai was at the avante garde fashion boutique The cARTel doing their PR and Marketing. I’ve been with Edelman DABO for over 3 years but had a brief stint at Seven Media recently. 

What were your first impressions of the PR industry in the Middle East? I didn’t have much of an impression, as it was my first career in communications/media.

What about your thoughts now? The media landscape has drastically changed in the past few years, from there being a huge variety of print publications.

Tell us about your current role… In my current role my focus is to head up the BMW Group team which includes BMW and MINI from a corporate perspective and then several of the importers across the region. In addition, I’m managing a handful of our lifestyle/beauty clients.

What challenges do you face? It’s convincing clients that it’s important to think big and to invest in creative campaigns that will truly benefit their business objectives. Today with consumers’ shorter attention spans and their ever-changing media consumption – we need to create something memorable.

What’s the most rewarding part of your job? Seeing the juniors on my team learn, grow and excel – but of course, also see that your work is making a difference in your clients’ business.

How has clients’ expectations in today’s digital community influenced PR and marketing in the UAE? Clients of course want social media coverage and to work with highly followed influencers – but don’t want to pay the cost where relevant. Now that influencers need licenses, we are only going to see costs for creating content increase.

How has social media in the region evolved to become an integrated part of the PR industry? Social media is where the majority of consumers get their news, making it vital to have a social media component for all campaigns. With a huge consumption of Instagram and Snapchat, we really need to make sure all events and venues are ‘instagrammable’, so media/influencers can’t help but post!

What do you think of PR ethics in the industry today? It’s difficult now that publications are fighting for advertisers, as often Editors can only cover clients that advertise. The fact that even a great story can’t be covered without payment behind it, seems a little wrong to me. But it is what it is!

Describe yourself in five words… Passionate, funny, driven, straightforward, caring

Who inspires you? Well, aside from my parents (typical), it’s my directors over the years – I’ve learnt so much from each of them and they have also inspired me to be my best.

What’s your most overused saying? It is what it is!

Five things you can’t live without? Phone, love, friendship, exercise and laughter.

If you weren’t in your current role, what would you be doing? I would love to just travel… but don’t we all?

What’s your favourite form of media? Flipboard! It’s essentially in aggregator which compiles news and lifestyle stories based on my preferences.

What advice would you offer to someone looking to start a career in PR in the UAE? Be ready to work hard and learn as much as you can!

 

In The Hot Seat – James Pass

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We chat with James Pass, Managing Director at JPd, who talks about his current role and offers his thoughts on the marketing industry in the Middle East.

Name: James Pass

Nationality: British National

Age: 42

Current job title: Managing Director at JPd

When did you first arrive in Dubai? 1998

Where did you work prior? Landor Associates

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

The PR and marketing industry has come a long way from my early days in the region. Previously, the industry was still in its infancy stage with few players around, however, today it has evolved into an extremely competitive environment. Considering the entry of many international brands into the Middle East, the PR and marketing industry has moved much further than just the traditional approach.

Has your opinion changed much?

Over the years, I have seen the industry grow and produce ground-breaking and revolutionary work and some key campaigns. The change has definitely been welcoming – be it in print, digital or social media. The level of creativity has also grown with some extremely talented young professionals producing exemplary work.

Tell us about your current role…

Being the Managing Director at JPd, I oversee client’s progress and work delivered. I make sure we accomplish our set tasks to make sure all the client’s needs are met.

What challenges do you face?

With JPd being well known for Strategic Branding & Design, the PR division was recently launched. Building creditability and awareness within a competitive landscape for the PR division which is a fairly new offering is something that we are tackling every day.

What’s the most rewarding part of your job?

At JPd we pride ourselves on the quality of work we deliver – quality over quantity any day!

How would you rather be contacted at work?

Via e-mail.

What are some of the corporate communications strategies you have used that led JPd to become an award-winning agency?

Building clarity amongst ourselves about a client’s expectation and from there working towards those objectives has been our winning formula.

 

How have clients’ expectations in today’s digital community influenced PR and marketing in the UAE?

Reduced lead time on project completion for start! Digitalization has also encouraged us to be a bit more visual and adopting a 360-degree approach across all the platforms.

How has social media in the region evolved to become an integrated part of the PR industry?

Brands are taking their presence on social media much more seriously. Earlier, social media presence was just an add-on, but brands are now using these platforms to reach out and engage with their customers. This has allowed the PR industry to get more creative with their campaigns and approach too.

Describe yourself in five words…

Creative, Ambitious, Passionate, Driven and Humble

What inspires you?

Creativity and distinctiveness

What’s your most overused saying?

“Let’s Rock”

What’s the most exciting thing that has happened to you in your career?

Winning Gold’s, two years in a row at the Transform Awards MENA

Five things you can’t live without?

iPhone, MacBook, Flipbook, Instagram, Coffee

If you could have one work wish granted, what would it be?

The ability to speak multiple languages.

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

Astronaut.

What’s your favourite form of media (i.e.; TV, radio, print)?

I love a well-executed campaign regardless of the platform.

What advice would you offer to someone looking to start a career in PR and marketing in the UAE?

Attention to details! We work in an industry where most of the work is open and in spotlight. Paying attention to those details can help you a lot in your career.

 

 

In The Hot Seat – Ashley Gresh

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Team TMN catch up with Ashley Gresh, Head of Strategy & Media – LMTD, who talks about her role and offers her thoughts on the digital marketing industry in the Middle East.       

Name: Ashley Gresh

Age: 38

Nationality: American

Current job title: Head of Strategy and Media

When did you first arrive in Dubai? August 2014

Where did you work prior?

I was a Content and Community Outreach Strategist for a small production / social agency in Los Angeles, California.

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

Scalable. I came to LMTD with a content-focused background, joining LMTD as a paid media coordinator. I learned from the best, and the complex campaigns I trained up on gave me incredible insight into just how much opportunity there is through digital advertising. Fortunately, I came to Dubai at a time when we worked with companies growing into the social space. Developing comprehensive digital marketing launch strategies for multiple major UAE companies – both on a local and global scale – was a great introduction into the power of social.

Has your opinion changed much?

I’m a bit more cynical now – but I take that as a good thing. I’m more skeptical of strong campaign results. Where I once found amazing success through reaching a client’s KPIs, I’m now more concerned about speaking to our audiences in the right way rather than simply speaking at them. It takes a discerning eye to look beyond a great CPA.

Tell us about your current role…

As head of Strategy and Media I’m across the majority of our client work; from launch strategy to campaign activation to paid media execution (although this is less frequent lately). We joke that LMTD is full of Swiss Army Knives, but it’s totally true. In one day I can sell across an integrated SLM paid media strategy, scope out a quick-to-implement influencer activation strategy, develop a product marketing rollout plan while thinking about marketing our own business. It definitely keeps me on my toes.

What challenges do you face?

Emerging markets are amazing, right? There’s opportunity to push boundaries and experiment with new tactics… This is easy to sell, but tougher to get final execution approval. Institutionalised marketing takes times to change – we see it happening every day, but it’s a slow process.

What’s the most rewarding part of your job?

Relationships are 100% my motivation. I like to solve problems; seeing a project all the way from a collaborative brainstorm session to execution is incredibly rewarding.

What are the most common digital marketing mistakes companies make?

The topic of vanity KPIs is such a double-edged sword for me. They serve a purpose, absolutely, and of course, I believe in challenging expected outcomes and overachieving; but taking a step back and weighing the impact of a campaign – whether it be from an awareness perspective or changing customer behavior – is less about impressions and more about impact.

Is traditional marketing still efficient in the UAE today?

Effective? Sometimes. Efficient? I’m not convinced. A wonderful LMTD colleague, Serene Touma (who is much smarter than I am), once said, “You can’t measure the CTR of a billboard.” She is 100% right. I understand out-of-home as an element of a big scale marketing strategy, but I grew as a marketer through digital advertising – I haven’t worked at a traditional agency – so from a granular measurement and optimisation perspective, nothing beats digital.

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

It’s so important. I know it’s a touchy subject right now, but data drives everything we do. From the day I joined LMTD my life has been data. Best vs. worst performing, highest engagement vs. strongest ROI – all these things play a huge part in marketing decisions. The depth of insights we gain (and therefore learn and improve) from an A/B test will forever outweigh eyeballs on SZR.

How do you stay updated with the latest digital marketing trends?

My peers. I’m consistently blown away by their perspective on the industry. Where we’re at and where we’re going. It’s inspiring, really. Also, Twitter. I don’t actively post much, but I find that it’s the most effective way to follow a topic.

Describe yourself in five words…

Living. That. Leisure. Life. Always.

What’s your most overused saying?

Be Better. It started as a personal tool to keep myself in check, but morphed into an LMTD-wide mantra. We demand the best from each other, and hope for the same from clients.

What’s the most exciting thing that has happened to you in your career? Working with our client Adnoc during their IPO was incredibly exciting. Being a part of this massive undertaking – the largest in Abu Dhabi in the past decade – was definitely an eye-opening experience.

Five things you can’t live without? Books, a blanket scarf, multiple home diffusers / essential oils, my work water stein (hydration!) and my jade face roller. #Basic

 If you weren’t in your current role, what would you be doing? Something related to CSR. I am a firm believer in Ubuntu (not the Linux operating system), which is the idea that “I am because we are” – it’s a belief that all of humanity is connected and we should collectively work towards the greater good. From a business perspective, I am a firm believer in the stakeholder – focusing on those affected by a business instead of just the shareholder. Finding ways to help businesses give back is definitely an end goal. Or let’s be honest, a wellness influencer. See above re: leisure-forward life aspirations.

What is your favourite form of media (i.e; TV, radio, print, social media)? Well. I met my husband, got an amazing job and moved to Dubai from being an OG member of the Tumblr community…so obviously social, always.

If you could change something about the digital marketing industry in the UAE, what would it be? How clients think about performance marketing. I’ve already said it, but this is so fundamental to a successful marketing strategy. Measuring campaigns not from a “did we hit our targets?” perspective (again, still important of course), but from a “did we move the needle?” position. Focusing on impact as a success indicator means we’re doing our job right.

What advice would you offer to someone looking to start a career in the digital marketing industry in the UAE? Patience. Dubai is a transformative city with aspirational goals; but as with most things, it takes time to change established norms and processes.

In The Hot Seat – Lauren Brush

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We chat with Lauren Brush, Senior Communications Consultant at Active DMC, who talks about her current role and offers her thoughts on the marketing industry in the Middle East.

Name: Lauren Brush

Nationality: American

Age: 30 – I just celebrated last month!

Current job title: Senior Communications Consultant

When did you first arrive in Dubai? September 2016

Where did you work prior?

Prior to joining Active DMC, I was with APCO Worldwide where I was the Deputy Manager of the communications team seconded to Masdar, Abu Dhabi’s renewable energy company. Before moving to the UAE in September 2016, I worked as the Media Relations Manager for the American Osteopathic Association (AOA), representing more than 129,000 of the USA’s physician population in the States. At the AOA, I was responsible for everything from promoting the associations peer-reviewed journal studies to helping launch the organisation’s new brand campaign and leading media training workshops for physicians around the country. Prior to the AOA, I was on the agency side working at Public Communications Inc in Chicago, supporting clients in the healthcare, non-profit, culture and tourism sectors. I give a lot of credit to PCI – this is where I learned my foundations in PR. Many of the things I learned at PCI as an intern up until a Senior Account Executive, I still practice today!

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

My first role here was in the government sector, so I was fascinated with how global the Middle East is. One day I was part of the team hosting Prince Charles, the next I was a part of the UAE delegation travelling to COP22, the global conference on climate change.

Has your opinion changed much?

Not at all. Especially with Active DMC being the Middle East partner to Hotwire. Together, we work across just about every market daily as more and more large corporations set up shop here in the Middle East.

Tell us about your current role…

On top of leading an incredible team on half of the agency’s accounts, I also work closely with our MDs to oversee agency growth, team training and mentorship and new business development – plus whatever else the day throws at me!

What challenges do you face?

The UAE and MENA market in general is very different from the rest of the world in trillions of ways – from journalism, to consumer behavior to even working hours! This can be a challenge when working with global clients and their communications hub teams – typically headquartered in the UK or US. What resonates there doesn’t always work here and vice versa. But this is an opportunity for us as consultants to be able to educate clients and tailor our marketing strategies here.

What’s the most rewarding part of your job?

Watching my team move mountains! I’ve never left on a Thursday without thinking “WOW! I’m so proud of everything we accomplished this week.”

Have cultural differences in the region created limitations or an advantage to the PR and marketing industry?

I’d say both. While we have different requirements and skill sets here, the cultural differences forces us to see things in a new light and be more creative in the way we reach people.

How has social media in the region evolved to become an integrated part of the PR and marketing industry?

Social media has evolved from once being a “nice to have” campaign to an absolute necessity. With more than 88 per cent of the Middle East’s online population using social networking sites daily, marketers can’t afford to exclude social media in their plans.

What are the common digital marketing mistakes companies make?

Assuming just because a campaign worked elsewhere in the world, it will work here.

Describe yourself in five words…

Fearless, curious, passionate, grammar police

What’s the most exciting thing that has happened to you in your career?

By far, the most exciting and rewarding career achievement was being named PRCA’s 2018 Rising Star of the Year.

Who inspires you?

My team. I’m surrounded by passionate, driven and curious professionals who push me to be better every day.

What’s your most overused saying?

HELP ME HELP YOU!

Five things you can’t live without?

My family, iPhone, fitness (I also teach spin class at MOTION cycling!), music and candles – our office is full of them!

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

A math teacher – I know, strange. 

What’s your favourite form of media (i.e; TV, radio, print)?

All of the above! I could never choose just one – I’m a media junkie

What advice would you offer to someone looking to start a career in PR and marketing in the UAE?

Don’t give up! It took me two years before finding a suitable job that would justify me uprooting my career from the states. You need to be relentless in going after what you want and deserve.

 

In The Hot Seat – Isabel Tapp

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Team TMN catch up with Isabel Tapp, Founder and CEO, AllDetails Middle East who talks about her role and offers her thoughts on the PR industry in the Middle East…

Name: Isabel Tapp

Age: 53

Nationality: Maltese/British

Current job title: Founder and CEO, AllDetails Middle East

 When did you first arrive in Dubai? 2000

 Where did you work prior?

I have worked with travel and luxury hotels all my life – having started with the Corinthia Group at the age of 18 and working in Malta, the UK and Switzerland, before coming to Dubai to set up the PR department for Jumeirah Hotels in 2000.

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

When I first arrived in 2000, the PR industry in the Middle East was young and just starting out, trying to find its way. It was a little bit like a toddler trying to walk for the first time

 Has your opinion changed much?

Absolutely! The PR sector in the Middle East is now much more mature, with many agencies, large and small, as well as independent consultants, all competing for the business. The levels of professionalism and effectiveness vary greatly from company to company.

Tell us about your current role…

I have been running my own PR company for the last 13 years, representing some of the most prestigious names in the hospitality industry, as well as launching new exciting brands into the GCC market.

What challenges do you face?

There are many day-to-day challenges from finding the right team members with the right qualities, to educating new and prospective clients of the importance of PR and building a brand name. PR, if used correctly, can be significantly more effective than advertising, however, it is not a quick fix and needs sustained work over a period of time.

What’s the most rewarding part of your job?

Seeing the results of hard work come to fruition, team members growing and developing as people and happy clients achieving their objectives.

How has clients’ expectations in today’s digital community influenced PR and marketing in the UAE?

There is still some confusion as to what the correct mix of traditional and digital PR and marketing is the most effective. From my point of view, I advocate a mix of activities, in order to maintain brand awareness and for brands to stand out from the crowd.

How has social media in the region evolved to become an integrated part of the PR industry?

When I first started my business, 13 years ago, we did not use social media for business at all – today, it is an integral part of the PR and marketing mix.

What do you think of PR ethics in the industry today?

There is a lot of competition in the GCC PR industry – sadly, not all of them give the industry a good name and we are very often approached by clients who have had bad experiences with PR agencies doing a bad job or not doing anything at all.

Describe yourself in five words…

Determined, passionate, perfectionist, strategist and intuitive.

Who inspires you?

Many people inspire me – people who are determined to achieve their objectives against all odds and people who don’t give up, but keep going.

What’s your most overused saying?

Don’t give up!

Five things you can’t live without?

My mobile, my laptop, sun, sea and travel

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

I would be a Lawyer.

What’s your favourite form of media?

I love them all – I love communication in all its formats.

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

Choose to work for professional PR companies, who will give you a solid foundation and who work ethically and care about their employees and clients as well as the results they achieve – can be big or small.

 

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.

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.

In The Hot Seat – Zainab Imichi Alhassan

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We chat with Zainab Imichi Alhassan, Managing Director at POP Communications, who talks about her current role and offers her thoughts on the PR industry in the Middle East…

Name: Zainab Imichi Alhassan

Age: 26

Nationality: Nigerian

Current job title: Managing Director, POP Communications

When did you first arrive in Dubai?

2013

Where did you work prior?

My first job in the UAE was at Grace and Garbo as an Account Executive, I later moved to Q Communications, where I also worked as an Account Executive and eventually as a Senior Account Executive. My most recent role was at TishTash, where I held the role of Senior Account Manager.

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

My first impression was that there were lots of opportunities to grow. I also noticed that the PR industry in the Middle East is unlike anywhere else in the world. I was quite surprised to see how monotonous and archaic it was, everyone sticks to the same playbook and there is rarely any innovation. I moved here in 2013 and we were still receiving faxes!

Has your opinion changed much?

The industry has evolved over the last couple of years but it still has some catching up to do in terms of integration of digital media into day-to-day communication strategies.

Tell us about your current role…

My role at POP Communications is very diverse at the moment. As the Managing Director of a fast growing boutique PR Agency, I juggle a lot of responsibilities ranging from developing strategies, client servicing, media engagement to new business development and managing our team.

What challenges do you face?

Our biggest challenge at the moment is time management. It’s impossible to work 24/7 but it seems like that is the only way to get things done and keep the business running and our clients happy.

What’s the most rewarding part of your job?

Working with my business partners, Sarah Dudley and Roxanne Mukhi who are also co-founders of POP Communications. Running a business can be quite intense, but when you get to do it with your friends, it makes things bearable.

How has digital media changed the playing field?

For me, not much has changed as digital media has always been included as part of ongoing media relations. Despite the shrinking print media landscape, I think the relationship between PR and media has stayed exactly the same. We have always included digital media as part of our communications strategies.

What do you think of women dominating the PR industry in the UAE and the role that this has played in the media community?

I don’t have the stats for this, but the majority of PR practitioners I have interacted with in the UAE are women, so maybe women are dominating the PR Industry in the UAE. If this is true, it puts the UAE in a unique spot as one of the only countries where majority of the PR leadership roles are occupied by women, which is great news! Hopefully, what this would mean for the community is that these women who are already in positions of power can nurture and empower young female PR practitioners.

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

I think these days an active social media presence is important for any brand whether B2B or B2C. Social media is a great way to showcase a brand’s services or product range – you can also directly engage with your target customers and be part of the online conversation going on in your industry. Another benefit is that it supports your SEO when people search for you or your products on Google through hashtag and geo targeting.

How would you describe yourself at work?

With me, what you see is what you get. When I’m at work, I just want to get things done and I have no patience for laziness and I expect the team to be on the same wavelength. This is why we only hire high performing individuals who are hardworking and have good work ethics. I can also be really funny and I think people find me entertaining.

Describe yourself in five words…

Hardworking, fun, deliberate, inquisitive and ambitious.

Who inspires you?

I am surrounded by a village of successful women who inspire me daily. I have also had the opportunity to work alongside some of the best PR professionals who have inspired me to work hard and never take no for an answer.

What’s your most overused saying?

‘Fab!’ and ‘Thank you!’

Five things you can’t live without?

My husband, phone, Deliveroo, Careem and Dr PAW PAW lip balm.

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

So many things! I wanted to be a Pharmacist, Writer, Poet and Fashion Stylist.

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

I would be working as a Journalist or Fashion Stylist.

What’s your favourite form of media?

I would say digital media. I spend most of my time reading blogs and on social media. My favourite blog is Jezebel.com.

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

As the traditional media landscape continues to shrink, all roads now lead to digital and we can’t wait a couple of years, it has to be now. Clients are no longer just satisfied with seeing their faces in tabloid magazines or newspapers. They need to be guaranteed exposure on the platforms that their customers consume the most these days, which are social media platforms.