Archive for category: The Great Debate

As the focus for 2015 seems to be falling on the digital sector, we ask whether this extends to the publication arena and if we have really fallen out of love with the print publication…

“YES” says Tahaab Rais, Head of Insights & Strategy, FP7/DXB

“With digital, there are new experiments in storytelling, new genres arising from new authors who would have remained undiscovered in a print-only world”

Yes, I believe that many of us have moved on from Papyrus to Pixels.

Personally I love both and don’t like how even with the great romance that comes with the printed medium, most people today seem to have fallen out of love with them.

But the truth is that everything we do today revolves around devices. We communicate, work, play and now read with them; and other than the ubiquitous nature of digital media in our lives, there are many reasons people have said ‘It’s not you, it’s me’ to the good old print publication.

Digital is gifting us a new wave of content
The Internet has birthed content creators. With digital, there are new experiments in storytelling, new genres arising from new authors who would have remained undiscovered in a print-only world.

It sparks real time discussions
Digital enables us to openly debate and ideate the way we used to in coffee houses and taverns of the past. Yes, the private joys of the print medium will remain, but the new public pleasures of sharing are here to stay too.

Reader engagement is high
Give a man a print magazine, and he’ll read it once. Probably even lose it. But give a man an iPad app, and he’ll check it everyday.

Analysing and optimising is easy
The printed medium is a brilliant way of channeling information from the writer to the reader. But the digital medium can send information back as well. Using analytics we can optimize our product and decide what sort of content to create.

Flexible enough to serve ads
The only way to replace ads in print publications is to physically cut them out. But in digital publishing, you can serve multiple ads in one space, and share relevant engaging ads depending on the reader.

Finally, its all about timing
Stale information is as useful as an ice cream to an Eskimo. Digital helps us react and invent in real time, by capitalising on trends and news cycles.

It’s why many publications have migrated to digital and people are putting down magazines to pick up their smartphones. But this does not mean that print publishing is dead… it’s just not for everyone anymore. And if it has to be for everyone, it has to have more meaning than being a piece of paper.

The hero is still ‘content’. So the question probably isn’t, digital or print… but more like, what meaningful role is each medium playing in our lives?

“NO” says  Davey, Features Writer, 7Days UAE

“At 26 years old, a quintessential Gen Y, for me – it is more than nostalgia – it’s practicality”

As a large portion of the media world shuts down print publications and consolidates departments, it seems the Middle Eastern region is going from strength to strength with new publications are popping up all over the UAE. In the past 12 months, we’ve seen Condé Nast Traveller and Stylist Arabia set up shop, Fact open in Abu Dhabi, Turret Media has launched Dubai Week and there seems to be no sign of slowing down, with a ream of international brands casting their gaze on the region.

When discussing the ‘we’ of this article, let’s say ‘we’ is the Middle East – this information would dictate that it’s a firm ‘no’ to falling out of love with print in favour of digital. Perhaps it’s the nostalgia and supportive advertisers keeping print alive – or the fact that many websites in the Western world can’t quite seem to make money off online advertising as effectively as they did in print. Is the ‘we’ the media? Because a staunch print-orientation of the media generally would dictate that the media is continuing its love affair with print. So perhaps the ‘we’ is global? But then, I would have to dispute lumping our region in with the rest given our thriving print economy, so let’s assume the ‘we’ is the Middle East.

Given the relative infancy of media in the Middle East, there is plenty of room to expand before we consider whether we’ve fallen out of love with print media. Yes, it’s more environmentally friendly and economical to opt for online media, but with low-costs for printing and labour – there’s something nostalgic about print media that retains a staunch presence in the Middle East. Added to that is the convenience of print and the high relative costs of mobile data. The tangible consumption of information, the grab and go appeal; in an impulsive, high-income, low expenditure demographic, why wouldn’t you pick up a publication?

Personally, I never caught on to e-readers and e-papers. While convenient, they lack something of an aesthetic value. At 26 years old, a quintessential Gen Y, for me – it is more than nostalgia – it’s practicality.

A paper copy never runs out of battery, it doesn’t hurt your eyes, it doesn’t have to be put into airplane mode and switched off during takeoff and landing (a huge draw for this populous) and the turning of a page gives me something of a satisfaction. Maybe there is a shift, but for the sentimental reader, it will be a long while.

An ever-present topic in a journalist’s world, Team TMN reaches out to two such professionals to get their opinions on the subject…

“YES” says Richard Jenkins, Deputy Editor, Hot Media Publishing 

“If a writer is sent, for example, a bottle of expensive perfume, then that brand will be at the forefront of their mind the next time a feature about perfume comes up and will almost certainly be featured”

To answer this question I’d like to start with a quick word from one of the fiercest minds in the last hundred years of writing – George Orwell. He said, “Journalism is printing what someone else does not want printed: everything else is public relations.” For me, that should always be at the forefront of a journalist’s mind whenever they are working on a story. After all, why would a PR send out a gift if not to try and sway the journalist’s mind? At Hot Media, we are obliged to ask our line manager if a press gift comes to a value above AED75.

That said, it’s rare that I am gifted something material anyway. Most of the things that I am treated to as a lifestyle journalist is experiential – does a business class flight to a press conference in Switzerland count as a ‘gift’? Does dinner with a PR, who happens to look after several brands or clients relevant to our titles?

I think it’s unavoidable for journalists to be influenced by gifts. If a writer is sent, for example, a bottle of expensive perfume, then that brand will be at the forefront of their mind the next time a feature about perfume comes up and will almost certainly be featured. This is unescapable, and shows that from a PR point of view, gifting works.

The only saving grace for myself is that, contrary to Mr. Orwell’s words of warning, lifestyle journalism isn’t exactly cutthroat. I’m not breaking earth-shattering news stories. Generally I’m writing about new hotels or luxury watches, where there really is only one story to tell: these things are good, and here’s why. If I’d stayed for a free night at a hotel and it was terrible, I wouldn’t write about how terrible it was – I just wouldn’t write about it at all.

An example of a different area of journalism where expensive gifts are regular occurrences is in videogames, where the difference between bad and good reviews is more pronounced. The company Ubisoft made bad headlines in 2014 when attendees of a press conference about its new game were gifted expensive Nexus 7 tablets – ostensibly to show off the game’s use of a ‘second screen,’ but really just a pricey way of guaranteeing some positive coverage. George Orwell wouldn’t have been impressed.

“NO” says Aby Sam Thomas, Managing Editor, Entrepreneur Middle East

“It falls upon us as journalists to ensure that the work we do is never swayed by the gifts that we receive”

If I take the question in its literal sense, then I can confidently say that accepting gifts does not affect the integrity of journalism. A gift is, after all, just an expression of goodwill from one to another, and it shouldn’t really affect either of the parties’ professional lives. We say ‘thank you,’ they say ‘you’re welcome,’ and that’s about it.

However, if the gift is being offered to the journalist as some kind of bribe, then that’s obviously a strict no-no—it thus falls upon us as journalists to ensure that the work we do is never swayed by the gifts that we receive. Of course, taking on such a stand will almost certainly reduce the number of freebies we get in the future—but then again, we are not in the business of news for the gifts, are we? And so, I don’t really think accepting press gifts affects the integrity of journalism—unless, of course, we, as journalists, actually allow it to do so.

Given this scenario, it’s easy to see why media organisations often impose a blanket ban on their journalists accepting gifts of any kind—it may not be the most elegant solution, but it does allow us to avoid ever having to worry about such quandaries in the workplace.

We ask, is it appropriate to use your CSR initiatives for increased press coverage?

“YES” says Sasan Saeidi, Managing Director, FP7/DXB

If the goal is to constantly do good first and do it genuine, then talking about what good you have done is only sharing positive vibes

We are living in a world of cause marketing. We are constantly surrounded by news that highlights one simple fact; there are people, there are places and there are societies that have it much worse than what we live through everyday. It’s a fact of life.

Today, society at large is not an even place, and brands and people need to ensure they are contributing and creating some good out there.

In a world where philanthropy needs more authors and all consumers wear a hat as social activists; authentic CSR stories deserve to be told. And told well. But lets not forget that the word authentic is underlined.

Yes it’s important for business; and yes its crucial for the internal culture and employer brand itself; but if the goal is to constantly do good first and do it genuine, then talking about what good you have done is only sharing positive vibes and increasing the success factor of that cause.

A widely quoted definition by the World Business Council states; that corporate social responsibility is the continuing commitment by business to behave ethically and contribute to economic development, while improving the quality of life of the workforce and their families as well as of the local community and society at large.

I do believe that this commitment needs to be transparent. It needs to be focused on ‘a’ issue. The commitment must be strategic, and at least a solution which is innovative.

More importantly, I believe great CSR campaigns are ones that create a movement and allow people to carry it forward and make it their own. Great CSR initiatives are carried forward. Always. And the more publicised, the better.

So in conclusion; if CSR initiatives are done correctly and with the right intent, then their stories should be told and it’s okay to talk about it; as ultimately the cause has benefited; and ‘good’ has been done.

And if the company or brand that has done it wants to tell its story; then so be it. But, a good and real cause should be at the heart of it all. This is non- negotiable.

“NO” says Yiannis Vafaes, Managing Director, GolinHarris MENA

Connection or appeal does not get created with a short-term approach to CSR, when activities are implemented only for the benefit of a few news articles

Businesses cannot be successful when the society around them fails. CSR can never be considered as charity, but should be considered as a vital aspect of a company’s business strategy. The overall sentiment of the society is critical for the growth of any business and over the years more and more companies have aligned with this approach.

A series of industry studies have established that people feel more connected and stay loyal to brands that are in some way contributing to the society’s welfare, helping preserve natural resources, empowering people by sharing knowledge or even helping conserve wildlife. This emotional connect is a priceless asset that brands cannot ignore.

However, this connection or appeal does not get created with a short-term approach to CSR, when activities are implemented for the benefit of a few news articles or with the frankly selfish aim of increasing brand awareness – for the simple fact that it is entirely transparent to the consumer. People expect companies to talk to them about their products. But that does not inspire them, and will ultimately fail to benefit the brand. True inspiration and engagement will stem from a change, big or small that people will see a brand making to things that matter to them every day.

Adopting a CSR approach that is not focused on getting media visibility has many other benefits and employee engagement tops that list. Corporations invest precious financial and executive resources to recruit and retain the right talent. Companies that offer regular opportunities for employees to work towards a cause have seen an increased level of employee satisfaction and great productivity.

In a consumer’s mind, loyalty is to the values of the company, not to the company. If there are no values, there is no loyalty.

With the SME market flourishing in the UAE and a sharp increase in start-ups over the last 18 months, we ask, in the PR world, does signing a start-up client make good business sense?

“YES” says Nicola Gregson, Managing Director, Ketchum Raad Middle East

It is often the start-up companies who need to work smart and do their communications differently… these are the great companies to work with, as they allow us to push boundaries

If you look at this question from a purely financial sense, then many large agencies may not be able to take on start-up businesses as clients  – but that is looking at short-term gain, as opposed to a long-term partnership.

We work with clients both big and small, those long established and those just entering the market. Often with start-ups, the business heads behind these companies are people we already know, or they value PR enough to work with agencies who can partner with them to get it right, rather than those who think “PR=Press Release.”

It is often the start-up companies who need to work smart and do their communications differently, as well as be bold to break into the market, or who have a product or service that will change or bring something genuinely new to the market. These are great companies to work with, as they allow us to push boundaries, bring in crazy – but deliverable – ideas and think beyond traditional media; looking more at non-traditional media and working with influencers and stakeholders for that company.

On another note, we have an obligation to contribute to the development of the region that we live and work in, and learn from those around us. By investing time and resources in working with start-ups – that likely don’t have the big budgets – it allows us to engage in two-way knowledge sharing, and enables our teams to work on some exciting and fun projects that will impact the way people do business. It’s mutually beneficial – we get as much from the deal as our partners benefit by working with us.

Looking at it financially, we can afford to be flexible in our rates if we see a long-term relationship and potential business model that excites us. When does a start-up stop being a start-up? If they get the business model right and we get the communications element right, businesses can grow rapidly.

Regardless of size of client, if the client/agency respect and dynamic is right, both parties benefit. In terms of business and on-going trust, there is value in having an agency that really is a communications partner and brand guardian.

“NO” says Ketaki Banga, Account Director, BPG | Cohn & Wolfe

The question is – at what stage of a start-up does it make sense for a multi-national agency like ours to get involved… we are a profit organisation and wouldn’t be able to justify coming in at the very early stages of a start-up

I’m a firm believer in looking at things from a realistic perspective. While it might be easy to list the reasons for why it may not make sense for a PR agency to have start-up clients – this may not be the entire point.

The reasons could be – first and foremost, that you are too expensive for them at this stage; they are less likely to sign long-term retainers and, if they do, the retainer may outlive the business (three out of four start-ups fail, and that is a modest estimate). You also run the risk of building the brand, and if they are extremely successful, may look for multi-nationals as they outgrow you.

Taking on an established brand has its advantages. It’s a big name to showcase, the budgets are higher, and the opportunities and expectations for results are usually higher too. Winning a big brand when you are being pitted against other successful agencies is also a major vote of confidence in any agency. But most importantly, you just have a larger canvas to do things, rather than a constant struggle to turn recommendations into realities that can sometimes be governed by budgetary constraints.

But I wouldn’t say that larger brands are less time consuming. The difference is that they have experience and understand the investments required. That’s not to say you don’t have to work efficiently to provide the most bang for their buck. But with bigger brands we are able to focus on strategic things like evolving customer perceptions, crisis management, integrated marketing strategies and public affairs consultancy, rather than the most basic form of PR, which is trying to fit the most activity into the least budget.

Admittedly, we do not take on the PR for a start-up client as often as established brands. But we practice a consultancy approach based on the hours spent on a business, regardless of their size, and we have a track record of building regional brands (both semi-government and private sector). It is in our business interest to diversify our revenue stream to sustain growth.

The question is – at what stage of a start-up does it make sense for a multi-national agency like ours to get involved, and to what extent? We are a profit organisation and wouldn’t be able to justify coming in at the very early stages of a start-up. In general we believe that larger PR firms need to come in at the stage of sustaining the start-up and taking it to the next level, through strategic value-adding in a way that will make us grow as partners.

But saying that, there will also be times when we make a decision based on the innovation, ideas and philosophy of a business, if we believe it has the potential to be a game changing organisation. In this case, our support could help them to succeed and prosper in the long- term – benefitting both the SME and our reputation as a creative PR agency.

A hotly contested topic in the industry, we ask, is it necessary to have an external PR agency if you have an in-house marketing team?

“YES” says Naydene Commins, Managing Director, NCPR

A first-rate PR company will have the skill and expertise to provide a tailor-made PR and marketing plan that will be appropriate to budget and help a business grow

Although it might seem unnecessary to enlist a professional PR company when an in-house marketing person or team is on hand, I feel it can be hugely advantageous to any business. As well as marketing professionals, a great PR agency will have a team of experts on hand including social media specialists, journalists, media managers, designers and business experts to name a few. Together, they unite their expertise to deliver a bespoke marketing plan that will include a selection of innovative activities and campaigns to not only enhance brand awareness, but to target the perfect demographic. This will result in a higher footfall and ultimately lead any business to reach new heights.

Often companies feel that they won’t have the budget to support an external PR agency, but it is important to remember that PR solutions do not have to be expensive to be effective. A first-rate PR company will have the skill and expertise to provide a tailor-made PR and marketing plan that will be appropriate to budget and help a business grow.

Media coverage is absolutely crucial to building a high-profile reputation – it is a vital channel to connect with existing and potential clients and show them exactly what a business has to offer. This is one of the most important ways in which a PR agency can help. One of the key ways to succeed in PR is to build a network of contacts among media, bloggers and high-status personalities. By having such close ties, a PR agency will be privy to a host of opportunities and possibilities that can be used to the benefit of a brand. A PR team will also work closely with journalists to gain coverage through features and reviews in media titles to which existing and potential clients will be exposed. With ongoing publicity, a brand will attract more attention, from the media who will be keen to cite the opinions of a well-known brand in articles, as well as from the public who will be keen to be associated with a high-profile business.

For instance, through a one of our media campaigns, a client was noticed by an international modelling agency, J Model Management, and was invited to participate in a global fashion event. Following this, the client attracted a host of new business and just three months later won a prestigious beauty award. This is just one example of the effect a proactive external PR company can have for a brand.

“NO” says Clare Pardoe, Founder and Head Designer, Phioro Jewellery

 I can be sure that my team will deliver our message better than an external PR team who would be handling several other clients at any one time

From our experience, we have found it unnecessary to have an external PR agency at this stage of our company timeline. We interviewed a number of PR firms, and after much deliberation we decided that our strongest path forward would be to focus our efforts in-house.

We have a specific in-house style of writing and communicating our marketing material, and even if we had chosen to employ a PR firm I would still want to edit every press release that goes out there! I feel that because our team is dedicated to Phioro and our brand image, I can be sure that my team will deliver our message better than an external PR team who would be handling several other clients at any one time.

In addition to this, it enables us to invest our money wisely. Our team handles everything from PR to social media, to online marketing. If we used an external PR company, these three aspects would be charged for separately and possibly handled by several different companies, so may not all channel the same message as effectively. We were of course tempted by the strong relationships that external PR teams have already built across the media network, however this disconnection with the journalists can become a weakness for companies should they want to change in future to another external PR company, or seek to focus on in-house marketing.

By working hard at the beginning to establish relationships with editors and press, it has meant that they can interact directly with the personality behind the brand, and I’ve found that editors really appreciate that. It allows me to truly communicate my passion for my brand, which I do by taking them on a personal tour of our collections and explaining the bespoke aspect of our business. The personal approach means that they connect with the brand on a much more emotional level, and suits our brand and what we represent. It also enables editors to experience a hands-on approach as they can freely contact us directly for their needs.  This is hugely beneficial to media professionals, because as things are so often urgent and last minute, by knowing them personally we can cut out the middle man and work far more efficiently.