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Is your press release lacking interactive content?

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Josh Baker, Business Development Specialist at markettiers discusses the increased need of video content and how to generate maximum engagement through a press release…

“It is not enough to just use carefully curated video content, without using a press release. The two pieces of content should complement each other and give the end user both options of a visual experience as well as a simulating read simultaneously.”

Since we launched our Dubai offices, roughly four years ago, PR in the Middle East and more specifically the UAE has considerably changed and undergone intense evolution.

A few years ago, the marketplace was heavily dominated by agencies winning PR retainers and projects with clients almost on a one-pronged approach. PR plans were dominated by a series of press releases as part of the output and many agencies were (and still are) tasked with delivering a minimum number of press release content as part of their scope of work. Typically, there were not as many people accompanying this with video content.

Placing video content and live streams along with a strongly worded press release ensures that an agency’s PR strategy is as broad and engaging as possible, while capturing a wider and more targeted audience.

In today’s world, audiences like to read content that is accompanied by stimulating videos, as is very evident with the recent growth of visual social media channels. They enjoy and get more involved with a brand through textual information that is paired with interactive video content, giving them the most hedonic, energetic and emotional experience.

This does not mean that written content is dead or is even fizzling out. In fact, we always say to our clients that it is not enough to just use carefully curated video content, without using a press release. The two pieces of content should complement each other and give the end user both options of a visual experience as well as a simulating read simultaneously.

Each video produced to go along with a press release should be strategically thought out and curated, so the finished product is not interpreted as an advertorial piece. The video needs to fit with the news agenda and should be carefully developed to include statistics and figures that will play along as the press release reads.

So why do clients like seeing news worthy video content? Their target audiences can visualise the product or services and also because media outlets are happy to feature video content – If you look at most stories now on websites, you’ll find plenty of video content. Websites like it because it increases dwell time on their site, which in turn means they can charge advertises more to have their banner ads displayed for increased engagement and a longer lasting impact. Most clients today like to see their product or service in both written and video content format.

Video content creation should always have a flexible approach. Having worked with government entities and corporate clients as well as consumer brands in the past, we have learnt that each client has different needs and content creation should always be in sync with the brand’s goals.

When working with broadcasters, video content gets the editor listening to you. They are more drawn towards your news and it builds their interest to work around your proposal to best suit their agenda. If well written and well shot, more times than not, the article will get featured and produced in the right manner.

UX NXT to be held in the Middle East

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Digital solutions agency, RBBi, is set to host the first UX NXT conference in the Middle East from March 8-9, 2017 at the Conrad hotel. With over 500 people expected to attend, the focus of the conference will be on user experience design tools used to improve usability and accessibility in interacting with products for an enhance users satisfaction experience. The conference will also include keynote presentations from guest speakers, case studies, workshops and a moderated panel of discussions to deliver the latest research and trends that will shape the future of UX, usability and accessibility across the region.

“Dubai is known to spearhead innovation and new trends and we are proud to host the region’s first user experience conference,” says Amol Kadam, Co-Founder, RBBi. “The conference will welcome the best professionals from the industry to share with us their experience and knowledge about UX, Service Design, usability and accessibility and will provide organisations with a single view of information, allowing them to make smarter business decisions.”

Ford MENA launches media platform

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Ford Middle East and North Africa has launched a new platform to reach members of the media. The website aims to provide journalists with fast and easy access to region-specific industry news, model launches and CSR programme details in both languages, English and Arabic.

“The Middle East tab on the Ford media website is a welcome addition to our arsenal, and it will no doubt help our friends in the media to tell and illustrate our story with much greater ease and improved efficiency,” says Sue Nigoghossain, Communications Manager, Ford Middle East and North Africa. “Be it searching for the perfect Ford Mustang cover image, or looking for a quote direct from the horse’s mouth, the immediacy with which regional information can now be shared can only benefit Ford, the media, and our combined audiences.”

New Deputy Editor at Lovin Dubai

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Caitlyn Davey joins online guide, Lovin Dubai as Deputy Editor. Previously Features Journalist at weekly newspaper, 7DAYS UAE, Caitlyn will now manage all editorial content on Lovin Dubai’s page. In her new role, she will be responsible for content creation for breaking news and features as well as work with digital clients to boost multimedia presence of the brand through social media.

“Lovin Dubai is growing rapidly and I’m particularly excited to be working as Deputy Editor – to continue on the 7DAYS legacy of social media, as well as grow and learn from the Augustus team in the digital sphere,” says Caitlyn

PRCA MENA announces award winners

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PRCA MENA has announced the winners of its inaugural awards ceremony that took place on February 08, 2017. Hosted at the H Hotel Dubai, the awards ceremony honoured and recognised individuals, teams and campaigns from the PR and communications industry across the Middle East and North Africa.

Winners included Q Communications for Best B2C Campaign, Weber Shandwick for Best B2B Campaign, Volkswagen for Best Influencer Relations, Instinctif Partners for Best Crisis Campaign, Dubai Multi Commodities Center for Best Integrated Campaign, MCS Action for Best Media Relations Campaign, Brazen for Regional Campaign of the Year, Golin MENA for Results on a Budget, Matrix Public Relations for Small Consultancy of the Year and Seven Media for Large Consultancy of the Year. Bassem Ayache, Associate Manager at Golin MENA won the Rising Star of the Year award and Ziad Hasbani, Chief Executive Officer at Weber Shandwick was honoured as PR Leader of the Year.

“It is a great pleasure to announce the winners of the inaugural PRCA MENA Awards,” says Leanne Foy, General Manager, PRCA MENA. “The breadth and depth of entered campaigns, teams and individuals, demonstrates the strength with which PRCA MENA is growing.”

Active DMC makes new appointment

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Active (Digital, Marketing, Communications) has appointed Mai Elsayed to the role of Junior Communications Executive. A graduate in Mass Communication with a specialisation in Public Relations, Mai will contribute to a range of services that include content management and social media, as well as media relations and event management for the agency’s clients.

“Mai’s enthusiasm and positive attitude has made a big impact from the moment she joined,” says Sawsan Ghanem, Managing Director and Founding Partner, Active DMC. “We are excited to have Mai on board and see her contribute to the growth of the agency and aggressive drive to offer clients a holistic 360 degrees approach in integrated marketing services.”

Mai adds, “The values that are upheld amongst the team captivates me. I believe that the success of any business starts from the inside out and at Active DMC, the team spirit makes the impossible possible.”

In The Hot Seat – Naomi Chadderton

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Team TMN catch up with Naomi Chadderton, Editorial Manager at Action Global Communications, who talks about transitioning from journalism to PR and what she thinks about the media industry in the Middle East… 

Name: Naomi Chadderton

Age: 30

From: United Kingdom

Current job title: Editorial Manager, Action Global Communications

When did you first arrive in Dubai?

I arrived in Dubai fresh out of university back in 2008, which seems like a lifetime ago now.

Where did you work prior?

I originally started my journalism career as an intern for Grazia Middle East, where I continued to work for three and a half years as Junior Fashion and Beauty Editor. I then moved over to The Dubai Mall Magazine before returning to the UK and working in London for a year. I was also Fashion and Beauty Editor for Ahlan! Magazine right before I joined Action.

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

I was a young pup when I first started working in magazines, so of course I was dazzled by the glitz and glamour of it. It didn’t take long for me to figure out how much hard work, dedication and long hours it takes to forge a successful career out of it though – not that I’m complaining!

Has your opinion changed much?

The industry has definitely changed with the times and the declining economic climate, and it’s obvious that everyone is feeling the pinch. The foundations stay the same, but it’s becoming a tougher industry to be in.

Tell us about your current role…

I’ve only been in my current role for three weeks so I’m still learning! But the backbone of my job is to create content across our consumer and lifestyle portfolio to get the client’s messages out to the media clearly and concisely. One day this may be writing press releases, but mostly I will be going back to my creative roots and compiling longer features which can then be pitched to time-poor journalists in need of a story. Other days I’ll be helping pitch to new clients, creating social media plans and brainstorming ideas for events – no day is the same.

What challenges do you face?

While it’s not so much a challenge, it’s been interesting making the transition from journalism to PR and seeing how the other side works and thinks. I just need to make sure I’m now always thinking from the other side’s point of view. This gives me an advantage though, as I know exactly how journalists and influencers work and think and what they are looking for from an PR agency.

How do you overcome writer’s block?

Go for a walk, have a Diet Coke break and try again. If not, sleep on it. Writer’s block definitely kicks in for me later in the day, so I try to prioritise any longer jobs earlier on.

How would you rather be contacted at work?

As a Journalist I would have said email every time, but in my new role I’m open to all forms of communication.

How has content marketing shaped the relationship between journalists and PR professionals in the UAE?

With smaller teams and more focus on money, journalists are definitely under a lot more pressure these days to simply bang out copy in much smaller time frames. I’ve experienced this first hand, so in my new role, I think having quality copy that can be pitched directly to journalists is extremely influential in strengthening the relationship.

Describe yourself in five words…

Creative, loyal, sociable, active and Northern!

What’s your most overused saying?

Y’alright?

Five things you can’t live without?

My iPhone, credit card, friends, family and food.

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

Anything that would allow me to travel the world for the rest of my life would be fine by me.

OSN signs long-term TV content deal

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Entertainment network company, OSN has signed a long-term deal for exclusive rights to Disney Channels in the MENA region. The agreement will see OSN maintain exclusive rights and give its subscribers across the MENA region access to Disney channels including Disney XD, Disney Junior and Disney Channel HD. The long-term deal will also see subscribers gain access to soon to be launched Disney first-pay movies and the Disney Forever on Demand services.

“We continue to build on our strong collaboration with Disney through an even wider range of content that appeals to family and kids,” says Emad Morcos, Chief Content Officer, OSN. “The quality of Disney entertainment is unbeatable and the addition of more On Demand anytime and anywhere shows will offer added choices for our customers. Our long-term partnership with Disney is industry-defining as it raises the bar in home entertainment and brings even more value for our subscribers.”