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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.

Pinpoint Media group welcomes Thomas Billinghurst

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Pinpoint Media Group has appointed Thomas Billinghurst to the role of Deputy Editor of Debonair and Watch 1010. With a wealth of experience in the media industry, Thomas previously worked for titles such as Arabian Aerospace, SportAccord Daily, Gulf News and tabloid!. In his new role, he will further develop Pinpoint Media Group’s reputation for quality journalism and content that defines the image of luxury men’s lifestyle in the region and beyond. He will also be responsible for overseeing all print and online content for both Debonair and Watch 1010. 

“I share a deep-rooted affinity with the core ethos of Debonair: prioritising enduring style over ephemeral crazes,” says Thomas. “We seek to present narratives that will stand the test of time. From our cover stories to our fashion pieces, we highlight those aspects of rarefied living that set us apart from the rest. I think it’s this symbiotic connection that makes this role the most natural of fits.”

BPG Cohn & Wolfe promotes Shady Fekry

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BPG Cohn & Wolfe has promoted Shady Fekry to the role of Senior Media Relations Executive. Having joined BPG Cohn & Wolfe in 2013, Shady most recently held the role of Media Executive and has worked across a number of clients including Emirates Literature Foundation, LEGO Video Games, Calvin Klein, The Cheesecake Factory and Hamdan bin Mohammed Heritage Centre. In his new role, he will continue to manage all the media relations, day to day press communication, reporting and media analysis for Nakheel Malls, Hotels.com, DoubleTree by Hilton Resort & Spa Marjan Island as well as Emirates Literature Foundation.

“My promotion is just another reason for me to enjoy the job I actually love waking up to,” says Shady. “It is what really motivates me to push through a rough day. I consider BPG Cohn & Wolfe to be my family and I enthusiastically look forward to keep up the passion I have for my career and to continue growing in this ever dynamic industry.”

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.