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Go digital or rest in print!

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Leah Simpson, Senior Editor, POPSUGAR Middle East, talks with TeamTMN on why she thinks it’s time, now, more than ever to pave your way into online journalism and offers advice on how to make the transition.

Saying that it’s time to delve into a digital career is not something I imagined I would still be doing in 2017, after spending years working in the UK and US, and watching the markets embrace the necessary changes as consumption habits shifted towards the Internet. Still, almost a decade after starting my career in online journalism, it’s no secret that the UAE has been slower on the uptake and while, yes, the country’s buying habits may differ from others, it’s important that those with experience mainly in traditional media, embrace the new.

“Still, almost a decade after starting my career in online journalism, it’s no secret that the UAE has been slower on the uptake and while, yes, the country’s buying habits may differ from others, it’s important that those with experience mainly in traditional media, embrace the new.”

With print publication closures and team resources being shrunk (even on those that were comparatively very small to begin with), many have found themselves accepting web-based roles sooner than they thought. For those who are apprehensive about taking the leap, here are three big tips I would give to people making the transition.

Forget the rules

Many of the things you’ll see in print do not apply when publishing on the world wide web. So forget what you were taught and get ready to embrace a different way of writing. For example, with headlines, the main concern is writing something that fits into a space and sounds nice, like a play on words or alliteration. You have got to make sure your post is search engine optimised (using key words that people commonly type into their browsers so people can find what they’re looking for), at the same time with an interesting angle as well as informative.

Unlike in a print publication where the readership is more loyal and may have already made the decision to buy before even reaching the newsstand, there’s constant competition with websites to win the reader’s love among the endless choice of similar URLs out there. In a sense, stories featured on search engine pages could be compared to front covers on busy supermarket shelves, the headline and preview picture have to stand out or you face losing website visits and page views to competitors, of which, unlike print publications, the number is limitless.

Time is everything

In print there are daily, weekly, monthly deadlines but when it comes to online, the pressure is constantly there to cover what’s relevant to your brand and publish it in a timely manner. While it’s true that publications have loyal reader bases that come directly to the site to consume stories in a way that resonates with them, if what they need is not there when they want it, loyalty wanes.

Unless you’re lucky enough to work for a brand with teams on different times zones or big enough to work night shifts, it means, the traditional sense of “office hours” are thrown out the window as you prepare yourself to work from practically any space with an Internet connection, which can be both a blessing and a curse as it frees you from being bound to an office chair but technically, your work is never done.

The whole world is your critic…

In real time, online readers can easily track you down if they disagree with something you have written or notice a mistake. So as well as the pressure to impress your manager, prepare for your every word to be scrutinised by anyone on the planet with internet access.

The comments section on articles and social media may become your worst enemy if you find it difficult to take criticism in the public forum, some not constructive. While it can be a great way to keep the conversation going and get opinions on your piece, sometimes the comments section can become the story itself and if what people are saying isn’t constructive, you’ll have to learn to develop a thick skin. It seems people are more likely to voice a negative opinion rather than a positive one, so when you find yourself in the awkward spot of reading negative responses about your writing, take onboard what is reasonable but shrug off the rest as chances are there’s plenty more where that came from.

Mydubai-wedding.com launches

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New wedding vlog, mydubai-wedding.com launches in the UAE. Founded by Dubai-based Wedding Planner, Tania Kreindler, mydubai-wedding.com aims to grow content constantly by covering new venues and showcasing styling ideas with the help of hotels and suppliers that has been tried and tested, helping couples make an informed choice on their wedding plans.

“As huge believers in paying it forward and helping incredible couples all over the world wherever we can, we are delighted to launch mydubai-wedding.com,” says Tania Kreindler, Founder, mydubai-wedding.com. “Our intentions are simple – to give couples and families as much information and inspiration as we can to create the perfect wedding.”

Spotlight Productions launches in the UAE

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New production company, Spotlight Productions launches in the UAE. Spotlight Productions aims to offer videography and photography services to meet the requirements of clients and help communicate their message in an engaging manner as well as creating captivating content to bring their stories and announcements into the spotlight. The new company will see its co-founders Abdul Karim Hanif with broadcast journalism experience take on the role of Managing Partner and Producer, Melville Picardo with TV production experience as Head of Post Production and Muhammad Adnan having worked in the television industry as Production Manager. The new team will work towards partnering with communications and PR companies by bringing the news team’s support to produce video news releases for press conferences and events.

“Video content has become a crucial element to take a press release forward an extra mile, particularly with the rise of social media influencers,” says Abdul Karim Hanif, Managing Partner and Producer, Spotlight Productions. “We aim to bring our TV production knowledge to create that appealing content together with the interviews of our clients. Over the years we have developed strong relationships with PR firms in our network and we would now like to enhance those ties further by providing them with the support they require for their written content.”

CIPR and MEPRA launch new training programme

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The Chartered Institute of Public Relations (CIPR) has partnered with the Middle East Public Relations Association (MEPRA) to launch new training programme, MEPRA Academy. MEPRA Academy aims to provide professional development opportunities across the region and will see CIPR provide exclusive access to MEPRA members on its continuing professional development (CPD) online portal. The new academy’s courses will be led by international experts and CIPR certified senior communications professionals across the United Arab Emirates, Saudi Arabia, Kuwait and Jordan.

“We know through our research that continued learning and internationally recognised professional accreditation is critically important to the regional public relations practitioner,” says Ray Ellington, Chairman, MEPRA. “We have developed the new MEPRA Academy and our partnership with CIPR to answer this need helping individuals develop their careers and our industry to raise its standards.”

BUZ MMC launches new integrated communications platform

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Dubai-based full-service marketing and events agency, BUZ MMC has launched new integrated communications expertise concept, ICE by BUZ. The new division aims to offer full 360-degree market exposure and deliver projects at a fast pace across social, digital and on-line platforms as well as for classic PR. The new division launch will also see the appointment of Houssam El Boutary to the role of Digital Group Account Director having previously worked with Mullenlowemena as Account Manager and most recently with Commonwealth//McCann as Regional Integrated Senior Account Manager. In his new role, he will head the new division and oversee the integration of BUZ MMC’s existing PR, digital and social, and creative divisions under one umbrella. 

“This is the age of boutique agencies offering a seamless, comprehensive service and we are striving to become one that is backed by a high level of professional skill and standard,” says Houssam El Boutary, Digital Group Account Director, BUZ MMC. “The agency has hired global talents with expertise in branded content, creative, digital media buying, content creation and analytics to add to the already fantastic team within BUZ.”

Let’s Talk Cairo agenda revealed

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Dubai-based PR, marketing and communications agency, Fekra Communications has revealed the agenda for the Cairo edition of its industry event series, Let’s Talk Crisis Communications Forum. The conference will take place from November 6 -7, 2017 at the Four Seasons Nile Plaza, Cairo, Egypt and host several leading communication and media experts from Egypt and across the region to come together and shed light on one of the industry’s most important topics. The forum will feature speakers from a diverse group of industries including international organisations, government, tourism, media, telecom and FMCGs to share their insights and best practice on how to protect an organisation’s reputation. The full list of speakers can be found on letstalkevent.com.

“With the continuing evolution of communication platforms, news and word of mouth spread faster and even wilder than it used to a decade ago,” says Mohammed El Batta, Managing Director, Fekra Communications. “Today we live in a world where both government and corporate reputations are more fragile and where crises seem to be occurring more frequently. One of the biggest challenges for communication professionals is the early recognition of crisis and how to successfully manage it using effective communication techniques.”

Panel of judges announced for Effies 2017

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The MENA Effie Awards has announced its panel of judges for the 2017 edition. With the ceremony set to hold on November 15 2017, the panel of judges have been selected from across 147 sectors to judge the most effective marketing efforts in the region. The list of judges will include, Fahd Osman, Marketplace Leader at IBM MENA, Hani Alaita, Regional Marketing Manager at Danone Middle East, Abdallah Touqan, Director PR, Communications and Events at Dubizzle and OLX MENA. The full jury list is available on the MENA Effie Awards website.

“Our judges are absolutely crucial to the success of the Effies, because it is only by working with the finest minds in the marketing world that we are able to identify the best work that has been achieved in our sector this year,” says Alexandre Hawari, Co-CEO, Mediaquest. “Entries are open and the deadlines are fast approaching, so we urge all companies to seize this opportunity to display their innovative, effective approaches to everything, ranging from sector-specific marketing to branded content and media ideas.”

In The Hot Seat – Nicole Suter

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Team TMN sits with Nicole Suter, Managing Director of Djembe Communications, offers her thoughts on the role of digital media and the PR industry in the Middle East…

Name: Nicole Suter

Nationality: Swiss

Age: 38

Current job title: Managing Director, Djembe Communications

When did you first arrive in Dubai?

2005

Where did you work prior?

I previously worked at the UN High Commissioner for Human Rights in Switzerland and in the UAE, I worked as Account Manager at Golin Harris, Communications Manager at Legatum, Account Director at Weber Shandwick and most recently held the role of Regional Director EMEA at Djembe Communications.

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

That it is an interesting, multi-facetted industry where someone like me who started out fresh could learn a lot.

Has your opinion changed much?

No, not at all. I think with the Middle East and particularly Dubai, becoming an international hub, it is more important than ever for organisations, both local and international ones, to focus on their reputation and communications. Which is why I think this industry remains very interesting and challenging.

Tell us about your current role…

I am leading an international team across offices in the Middle East, Africa, Europe and North America. My role is very diverse in that I strategically advise clients, drive our growth by generating new business leads and ensure we as a consultancy offer our clients best in class capabilities and expertise. It is very exciting for me to interact with a team of drummers with local expertise in UAE, Angola, Mozambique, Nigeria, Ghana, Morocco, Switzerland, United Kingdom and the USA.

What challenges do you face?

The challenges of entering and setting up a business in the Middle East or any region for that matter, are manifold and range from understanding the culture, approach to business and becoming familiar with procedures, processes and key stakeholders. It was imperative for us to understand the market and adapt our market entry strategy accordingly to ensure we have a successful start to our operations in the Middle East.

What’s the most rewarding part of your job?

Witnessing every day how such a diverse team of people can deliver great work.

How would you rather be contacted at work?

Through email, phone, our website or social media channels. Our channels of communication vary and are always open.

Has user-generated content taken over brand promotion and marketing campaigns in the Middle East?

Megabrands and smaller companies alike are harnessing the power of user-generated content by mobilising their audiences in social sharing, both on and offline. I would not say it has taken over yet but it has definitely added great value and created another reference point for consumers today.

Has the Middle East’s diverse audience posed as a challenge or advantage in PR today?

I think it is a challenge in that we as communicators need to make sure we address this diversity, so it is a positive challenge and an advantage at the same time for brands to speak to various stakeholder groups.

What role has digital media played in redefining the relationship between PR professionals, journalists and bloggers?

Digital media has become very important and a source of information, news and opinions that is readily available and spreads globally within a very short period of time. Smartphone penetration is incredible. It has brought a new dynamic to the communications industry and key actors. We have seen that African companies are increasingly adopting social media as a tool for business growth and, supported by increasingly reliable broadband infrastructure, it is becoming a core part of the innovation eco-system. That eco-system also includes a nascent app and web development industry. Collectively we are seeing the growth of an exciting new digital age in Africa that is proving to be attractive to the region’s young population and creative minds.

How would you describe yourself at work?

Focused, driven, organised but also in need of a laugh once in a while

What inspires you?

I can’t name one thing, it is often the unexpected – a different opinion or view for instance, that inspires me to think or act differently.

What’s your most overused saying?

‘We need a plan’ and ‘Let’s get the job done’.

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

There are many but overall, I would say the exciting places my work has taken me to over the years.

Five things you can’t live without?

Definitely, my two sons, the rest is materialistic and shouldn’t be so essential.

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

Shortening travel times to a few minutes.

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

I would have loved to have been a criminologist or profiler.

What’s your favorite form of media?

As communicators, we have to consider all channels, always. I access news on my tablet as I’m always on the go and depend largely on social media for latest news. I also depend on TV while at the airport waiting to board.

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

Clients have embraced digital and we have fewer clients giving us traditional briefs. Digital and social media continue to prove essential channels for brands looking to engage with their highly connected audiences. We have also noticed that clients are looking at consultancies to advise them on campaign PR as opposed to regular one-time activity or solutions. In terms of professionalism I think we can always do more. Evaluation is still to come of age, but again the inclusion of social and digital elements, including paid media, into many mandates is starting to finally force through the changes we needed to all see in this area too. We have also seen that the importance and impact of online influencers have grown and will keep growing, however there will be more emphasis placed on ROI, measurement and earned equity. With the Middle East and Dubai continuing to become a regional and international hub, the industry will also become more sophisticated and adapt international best practices even more.