The balancing act – making the most of PR trends in 2015

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Lale Ansingh, Founder and Managing Director of Rawaj Internationl offers an expert view on the PR trends for this year and how to stay ahead of the game when it comes to implementing them into agency strategy…

The base of the communication is no longer a monologue – it has turned into a dialogue, where consumers are able to give their feedback instantaneously.

The fast emerging trend of digital and social media has become a significant channel in the PR industry and has proven to be an integral part of daily communication. With the majority consuming their media on digital platforms nowadays – 80% of those on mobile – this illustrates a significant shift in consumer behavior, offering organisations and brands the opportunity to maximise reach and communicate directly with their audience; there is increasing pressure for businesses to keep up. Due to these factors and the world becoming a more global environment, the ever-expanding realm of digital media is only going to increase its influence in 2015; it offers limitless opportunities for creativity and has become a strong tool in diversifying existing communication. The most integral aspect of digital media is the effective measurement tools available, whereby consumer behavior can be monitored and tied directly to the bottom line. This offers marketers the ability to assess the effectiveness of campaigns on achieving business objectives.

In the Middle East, digital media is showing rapid growth – from the UAE having the highest market penetration for mobile phones to KSA having the highest penetration on Twitter. This adds a new dimension to the way we can communicate with our audiences. We have the ability to add more visuals to our communication that enhances our storytelling ability and engagement with target audiences.

Of course, the use of traditional PR channels is still very commonly used in the Middle East. PR is known as the ‘art of storytelling’; having relevant and consistent content distributed through print media is still a widely appreciated approach by readers, especially in this region. It adds credibility to a brand and creates trust with the audience because it is not a paid channel. In accordance, I strongly suspect that with the new digital trend, the challenge every organisation is going to face will be how to harness the power of both channels. In other words, in 2015 the strength of one’s communication effort will be measured with the success of one’s engagement strategy between digital and print communications.

It is therefore even more important nowadays for PR professionals to keep up-to-date on the trends and opportunities arising daily, to stay ahead of the competition and most importantly, stay relevant to the increasing demand of our target audience. Communications is no longer only about what brands have to say; it is based on what the audience wants to hear. Essentially, the base of the communication is no longer a monologue – it has turned into a dialogue, where consumers are able to give their feedback instantaneously.

Remember that with the shift in power from business to consumer, it is imperative to be relevant. Your content needs to be interesting and engaging to your target, always offering value. Make sure that you are measuring the effectiveness of your campaigns. Reassess, tweak and republish then start the cycle all over again.

Features Writer, Louise Quick

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Name: Louise Quick
Age: 24
From: Dorset, UK
Current Job Title: Features Writer for What’s On, Open Skies and Dubai Voyager.

When did you first arrive in Dubai?
I moved to the UAE in November 2013, after having studied and worked in London for several years.

Where did you work prior?
Before moving to Motivate in February, I’d been working in Dubai as an Assistant Editor for two trade magazines.

What were your first impressions of the media industry in the Middle East?
Small and fun, if that makes sense. There’s so much going on all the time – every event tries to be bigger and better than the rest – and then everyone seems to know each other; it’s such a small world.

Tell us about your role at Motivate…
I only started half way through February, but I will be working on content for What’s On, Open Skies and Dubai Voyager, which I am very much looking forward to doing.

What challenges do you face?
Well, I’ve only been in my new role for a short while, so it’s difficult to say just yet. Having previously worked on trade titles however, I have to adjust my ideas and tone of writing to better suit consumer magazines, which is essentially much more fun!

What’s the most rewarding part of your job?
At Motivate? Ask me again in a couple of months. But as a journalist generally, I’d say working with design on some much-loved content and then seeing it finally laid out. I’m always amazed by what a good designer can do with the copy.

What do you think of the quality of media publications in the region?
There are an awful lot of different publications, that’s for sure. But that competition just drives each magazine to be better and there are some beautiful luxury lifestyle magazines out there. Then there are new magazines like Good, which feels very fresh and is writing for an otherwise-forgotten audience.

How do you find PRs in the region?
Really rather friendly considering how hard they seem to be worked.

What’s your pet PR peeve?
I’m not sure. Perhaps people that mumble or speak quickly on the phone so you can’t hear them properly.

Work calls via landline, mobile or both?
Landline, definitely.

What’s your most overused saying?
Sadly, it’s probably ‘sorry’ (I’m very British).

Five things you can’t live without?
My family, my notepad, biscuits, my moonstone necklace and the occasional countryside walk.

If you weren’t a journalist, what would you be?
An archaeologist (preferably one like Indiana Jones).

Gina Tadros joins ITP Publishing

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Gina Tadros has been appointed as Editor-in-Chief of soon to be launched Hello! Arabia. Newly acquired by Arab Publishing Partners, part of ITP Publishing Group, Gina joins the Hello! team from Media Quest where she was Editor-in-Chief across the Marie Claire Arabia and Marie Claire Lower Gulf titles since 2012. Having worked on the Marie Claire publication since 2009, Gina boasts extensive editorial experience with lifestyle publications and will now head up the newest title in the Hello! brand, which is set to hit shelves May 1, 2015.

Bell Pottinger Middle East welcomes Tim Falconer

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Bell Pottinger’s Middle East practice has hired experienced journalist and Editor Tim Falconer as Associate Partner. Tim joins the international PR agency from the Wall Street Journal office in Dubai, where he was serving as Deputy Bureau Chief, managing a team of 12 reporters throughout the MENA region.

A global financial and commodities journalist with over 16 years’ experience, Tim previously managed the European Equity Markets team in London for Dow Jones Newswires. Before this, he ran the Energy Markets team for the Wall Street Journal, which included covering and attending OPEC meetings and writing on major oil firms like BP, Royal Dutch Shell and Total.

In his new role, Tim will be based in Bell Pottinger’s office in Dubai Media City, supporting clients across the region including those serviced by the agency’s offices in Abu Dhabi and Bahrain; he will also focus on helping to build Bell Pottinger’s financial communications offering across the region.

“We are delighted that Tim has joined our growing business in the Middle East,” says Sam Turvey, Partner & General Manager, Bell Pottinger Middle East. “His time within the media has provided him with a deep understanding of capital markets, macroeconomics, the financial media, as well as the broader investment community. His experience will be particularly relevant to our clients and to our ongoing new business drive. In recent years, as regional capital markets have become more active, we are picking up increasing amounts of M&A, IPO, financial calendar and investor relations opportunities, and Tim’s awareness of how the international and regional financial media operate will be a huge asset to us.”

Tim adds, “Throughout my career as a journalist I always considered Bell Pottinger an industry heavyweight in the field of financial communications. I’m really excited to be joining the team at a time of rising capital market activity in the Middle East and look forward to using my experience in helping make Bell Pottinger’s communications offering in the region an even more compelling one.”

Al Arabiya News marks International Women’s Day

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Al Arabiya News is marking this year’s International Women’s Day, which falls on the 20th anniversary of the Beijing Declaration on gender equality, with special coverage profiling the world’s leading women and their contribution to society. The coverage is set to highlight the Middle East’s most pressing issues on the status of women in the region.

Gender-related violence, education and women in the workforce are among the topics being addressed, as well as a look back at prominent women in Arab history and profiles on leading women in the fields of politics, philanthropy, media, technology, business and architecture.

“Since this International Women’s Day marks the 20th anniversary of the Beijing Declaration, we felt that resembles an ideal opportunity to look back and reflect on the challenges and achievements of women in our part of the world over the past two decades,” says Faisal J. Abbas, Editor-in-Chief, Al Arabiya News. “Sadly, many Arab women continue to face deprivation of many of their basic rights, as well as discrimination and violence; however, this means that women who actually succeed and manage to achieve an outstanding status deserve an even bigger round of applause from all of us, given that they are making it despite these challenges. These are the women we hope to shed the light on, as we see them as a beacon of hope for generations to come.”

Al Arabiya News’ coverage is being inaugurated today on the eve of International Women’s Day, with an exclusive opinion piece by former Australian Prime Minister Julia Gillard and a special report on gender-related violence in the Middle East. Among the profiled Arab success stories being profiled throughout the week are Palestinian Legislator Hanan Ashrawy; Lebanese writer and activist Joumana Hadad; Egyptian Minister for Social Solidarity Ghada Fathi Ismail Wali; CEO of Abu Dhabi’s twofour54 Nora al-Kaabi and Facebook’s UAE-based Head of Brand Amira Rashad.

Grazia Middle East welcomes new Assistant Editor

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Shitika Anand has been appointed as the Assistant Editor for Grazia Middle East. A freelance journalist with extensive experience across the fashion, beauty and lifestyle industry, Shitika has been published in Forbes Travel, The Huffington Post, Cosmopolitan, Instyle, CNN International and Women’s Health magazine, to name but a few.

Prior to joining the ITP Publishing team, Shitika was based in London where she held the positions of Fashion Assistant for SHOP magazine as well as Editorial Freelancer at Women’s Wear Daily, additionally managing the role of remote Managing Editor and Social Media Manager for Australia-based online platform AmeliaPhillips.com.au. Shitika’s expansive knowledge will now be applied to her new position with the weekly lifestyle publication, led by Editor-in-Chief Alison Tay.

Keynote speakers for DMF 2015 announced

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This year’s Digital Media Forum is to feature a number of luminaries and senior thought leaders in the digital industry who will be offering their expert opinions on the exciting new developments in the sector. Held under the banner ‘Digital Technology: Bringing the Future Closer,” DMF 2015, which takes place on March 24 and 25 will assess the influence of the evolving digital landscape on businesses, brands and consumers, examining the challenges presented by the fast-moving landscape.

Keynote speakers at DMF 2015 include Naseem Javed, President, ABC Nambank; Igor Beuker, professional speaker, author, technology and trends and Faris Abouhamad, President of Resonance Middle East, Chairman and World President of the International Advertising Association.

“There is no better time for professionals in our field to come together and learn from each other,” says Faris Abouhamad. “Digital media has already revolutionised the advertising and marketing industry, and growth of innovation and technology continues to push the boundaries. Conferences such as the Digital Media Forum help us all to grow professionally and I’m looking forward to speaking at the event. I hope that I will be able to give a sense of how innovation, content and context can lead to phenomenal brand value.”

Igo Beuker adds, “I am very excited to speak at the fourth edition of Digital Media Forum Dubai, since it’s the most inspiring and ambitious media event in the Middle East. In my keynote address ‘The Future of Retail & eCommerce,’ I will show how brands can use disruptive technology and data-driven marketing to shake up the marketplace.”

Topics under the DMF banner this year include ‘Rise of the User Architect,’ ‘Social Commerce VS eCommerce,’ ‘Rise of the Content Officer,’ ‘Harnessing the power of big data analytic in building business and brands’ and ‘The future of search and social media algorithms in the changing landscape of communications.’

BPG Bates appoints Executive Creative Director

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BPG Bates, the regional advertising, design and events & activation agency headquartered in Dubai, has appointed Rodger Beekman as its new Executive Creative Director. Rodger joins from Havas Worldwide in Amsterdam where he was Chief Creative Officer. He has also previously worked with Saatchi & Saatchi, Y&R, McCann Erickson, DDB, BBDO, TBWA and 60 Layers of Cake across markets in Tokyo, Cape Town and Moscow.

Rodger brings with him more than 25 years of experience from various markets, working with clients such as Audi, Nikon, Nike, Samsung, Nutricia, Coca Cola, Phillips, Wrangler and Ikea.

“Our search for a new ECD was wide ranging and comprehensive,” says Nick Clements, CEO, BPG Bates. “We met with some great candidates and we are delighted to have chosen Rodger. His pedigree is first class and we are excited that he will be bringing his energy and wide ranging experience to BPG Bates to spearhead our creative ambitions as we go forward.”

Rodger adds, “In an agency you need a strong foundation to be able to build up to the next level. At BPG Bates the foundation is there for sure, and so is the ambition to reach higher. It feels like I am joining the team at the right moment and am very excited about this new opportunity.”