In the digital age, the fundamentals of traditional PR are just as important as they always were, and professionals who have and hold on to them will always possess a competitive advantage.
This is something to bear in mind whether you’re recruiting an individual to run or join your digital communications team, or looking for an agency to manage or reinforce your online presence and effectiveness.
Over the years, the most successful PR professionals have normally been the best story tellers, and this is an art that increases in value, rather than declines, in the transformation from print to digital.
The ability to tell a story which impacts an audience through words and images is the key to effective communications across any changes in the media landscape.
Today’s digital communicators and social media specialists need a new range of technical knowhow, creativity and imagination to get their message across.
But the package is not complete unless supported by strong writing and editing skills which can be the difference between social media campaigns that rock, and those that fall flat.
The return of Europe’s top golfers for next week’s 30th anniversary Omega Dubai Desert Classic brings back great memories.
As social media marketers, we recognise how important it is to take a step back and remind ourselves of the basics. It’s easy to get distracted by the latest technologies and innovations, losing sight of the fundamentals in the process.
My one and only boss in PR was in good form when he spoke at a party marking a milestone for the agency I worked for prior to starting my own.
Almost half of the world’s population is now on online. That’s approximately four billion people. Creating content to reach online audiences is what matters to businesses and what keeps our digital team well and truly on our toes.
Putting all millennials into one basket for the benefit of marketing is a bit like saying all defenders at the World Cup perform as if they were coached in Panama.
Well, not quite, but you know what I mean.
There are reasons why some observers say that the traditional press release is already dead.
The main one is that the press release is seen as a relic of days before the digital age swept over us like a tsunami.
There’s a great buzz in the United Arab Emirates following the news that the country is opening its market for foreign direct investment and talent.
We’re excited too by the opportunity to play our part in attracting international investors, and benefiting in real business terms.
One of the main problems we’ve always had in the Public Relations business is that not enough people understand what PR is.
There are various reasons for that, among them the fact that PR people have difficulty in explaining what they do for a living.
Many of our journalist friends say they live in constant fear of the threat to their livelihoods posed by social media.
It's understandable, as social networks have effectively removed the traditional media's monopoly as our main news source.
It's wake-up time for PR in the Middle East, and 2018 should be the year when agencies take more control over issues impacting their business.
Top of the agenda is the prickly questions of social media influencers, whose growing presence continues to split opinions.