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Marching into 2018 with the right PR mindset

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Frederic Montin, CEO, Majlis PR & Events, touches on the PR/communications industry in 2018 and offers his thoughts on market trends…

It’s traditional to look to the New Year with hope and optimism, however, as communication and PR professionals, we cannot ignore the high tide we could encounter this year.

“The holidays are over and we are truly back to reality. With 2017 technically in the rearview mirror, I think this is a good time to sit down and share with you all the market trends, which could have the greatest impact on the PR Industry this year.”

Nothing is better than a good PR Story for your brand

Irrespective of the thousands of trends in our industry, to market and publicise your brand, a good PR story will always help one prevail long term. My intensive experience in this industry has helped me understand that a brand is best marketed through public relations. Your audience will know you and it will stay only through PR.

Finding new life in the fading press release is crucial

In the last few years, owing to the stiff competition from digital techniques, press releases have not been so effective in earning quality media share. This being said and with me being from the old-school PR generation, there’s always a way to bring new life to the ‘press release.’ As I say, “don’t give up, but reinvent.”

In 2018, video will stand as the most powerful tool of the year

Even in the last year, some of the most powerful PR campaigns have incorporated videos into them. The logic behind this is simple. Graphs, bars and numbers are not enough to grab the audience’s attention. People love to see, feel and understand the information you are sharing. It is important to help more clients understand the need for video content marketing.

Social message driven campaigns could kill the brand or make it stronger

Let’s be honest, there are tons of strong messages, groups and campaigns online covering intense, as well as worldly issues of climate change, immigration, child labour, etc. In the past several years, big brands have decided to take up multiples of these topics for use in corporate social responsibility (CSR) or simple sequence repeat (SSR) campaigns. Historically speaking, it would never be a good idea to be dragged into social-political drama, but today you cannot stay out of it. This has two sides to the coin, it can either backfire on your brand or help it increase the credibility of your brand. In the end, as navigators of communication, it is part of our job to help drive these issues in the right direction.

As the CEO of Majlis PR & Events based in this wonderful, historic city of Dubai, I have witnessed a variety of PR trends come and go in the MENA region. This only motivates me to say, ”take control of your communications plan. If we work hard now, we won’t merely be reacting to these trends, we could be the ones formulating them.”

 

Ampersand launches new website

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Global marketing and talent consultancy, Ampersand has launched its new website, Ampersandglobal.com. The new interactive site details the company’s services of specialist learning and development, executive search, strategic advisory and M&A that is offered across Dubai, London, Hong Kong and Singapore.

‘’Our new interactive website captures all that Ampersandglobal.com does and the vibrant nature of the way we do it,” says Nick Clements, CEO, Ampersand. “It details all of the services that we offer and encourages people to respond and engage with the our rapidly growing business”

Empyre Communications launches in the UAE

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New full-service PR agency, Empyre Communications launches in the UAE. Founded by Stephanie Farah, who previously worked with TOH PR and most recently with with Havas US across brands such as Ferrari, JW Marriot Marquis and Jumeirah Restaurant Group, the new agency aims to provide businesses with fully integrated PR services that work to aid long-term partnerships with clients. The agency will also bring together intuition and digital technology to empower its clients and transform the way communities relate to luxury brands. It has signed Parlour Boutique, Diva Brow and Kishmish as some of its first clients.

“Empyre has been an idea I have been developing in my mind for a while and I have finally assembled the dream team to see it to reality,” says Stephanie. “As a young, female millennial, I feel proud to have made such a decision at twenty-six years old. We are young, we are creative, we are social and we are driven! I am very excited to see what the future holds.”

BNC Publishing appoints new Group Director

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Dubai-based publishing agency, BNC Publishing has appointed Samer Alloush to the role of Group Director. With over eight years of experience in the media industry, Samer previously worked with ITP and then Motivate, where he handled local and international agencies and most recently worked with Plan B Advertising, offering solutions ranging from media planning and execution to project management. In his new role, he will oversee the editorial and commercial growth of BNC Publishing’s hospitality publications and platforms by managing all sales activities and the editorial team for Catering News ME, Hotel News ME, Leader in Hospitality Awards, GM Debate, Leader in F&B Awards, F&B Forum and Executive Housekeepers Conference.

“I am privileged to be part of the BNC Publishing team who have developed well-reputed publications across construction and hospitality – which is now my direct responsibility,” says Samer. ”Hospitality is one of the world’s fastest growing sectors with significant potential to strengthen the economy across the country and the region. Even with all the current challenges that the market is facing and the new trends emerging which affects businesses and consumer behaviour, hospitality will always strive for success and I am now lucky to be part of it.”