How does something normally regarded as a necessity suddenly become a luxury that businesses can afford to be without when bottom lines fall under pressure?
This is the conundrum affecting the Middle East PR industry as private and public sectors tighten purse strings amid ongoing economic and security concerns.
In good times, PR is the friend everyone wants to know and party with. In difficult times, it’s the expensive hanger on so easy to shut out.
However, those who dump public relations spending in a knee jerk reaction to falling profits and market uncertainty may be making an expensive mistake.
In any scenario, PR is a process representing an investment designed to bring about long-term gains rather than overnight results.
Businesses generally hire PR agencies to increase awareness of who they are, what they do, what they sell, what services they deliver, and what makes them different.
They do this to stand out from the competition, reinforce their relationship with customers, expand reach into new markets and attract new customers in order to grow and become more profitable.
PR gives businesses a voice and an identity, establishes individuals as thought leaders and experts in their field and builds and strengthens brand recognition.
Its effectiveness depends on it being a consistent, unbroken process in order to achieve the goals set.
Stopping the flow is like halting construction of a building half way up. Leave it standing like that for long and what has been built starts to fall apart.
Businesses that keep on building through challenging times maximise ROI. Those who stop are left behind, risk reversing the process they started, and later struggle to regain their momentum.
The World Cup is over for another four years, with France crowned as champions for the second time, leaving Croatia to be remembered for arguably the best performance that was still not good enough to win a final.
We’re just a few hours away from knowing whether France or Croatia will be crowned as 2018 World Cup champions, but Total Communications already has a winner.
So England’s World Cup dream is over, and Narayan is the new leader in the Total standings.
So it’s France who take their place in the 2018 World Cup final - but who will they meet there, and who will top the Total standings at the end of the tournament?
Russian hearts are broken and Swedish meatballs don’t taste so good in Ikea today after more high drama in Russia.
As the Ikea jokes gather momentum in the countdown to tonight’s England-Sweden quarter final encounter, Sadie has made a big move towards taking the Total World Cup title home.
Sports reporter turned CEO Tony Lewis, aka our official football pundit, has been brightening up our inbox lately with a daily roundup of the only tournament currently gripping the globe (sorry Wimbledon), the 2018 FIFA World Cup.
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.