Award winning PR veteran Greg Wixted has departed his job and is to launch is own consultancy. Wixted the former head of GCI Public Relations, based in Dubai is poised create a consultancy offering not only agencies, but corporate clients PR guidance in both the UK and the Middle East.
Greg Wixted Public Relations' principals offer clients more than fourteen years of public relations experience having served large public companies and pre-IPO start-ups in FMCG, banking, real estate and telecommunications industries:
For the last three years Wixted has been working in the region and has successfully brought his clients an award-winning style of PR management, based on results driven communications. He has earned a reputation for his tenacity, ability to network with media and industry leaders, and for creating winning PR campaigns and has recently voted member of the year by Madison’s Who’s Who as one of the leading and most influential PR’s in the Middle East region.
Wixted will offer a wide range of services from providing on the client side: strategic counsel to business leaders, development of crisis & issues communications programmes, to setting up corporate communications functions and walk companies through the pitch process when choosing a new agency. On the agency side he will help start up regional agencies develop their business and apply new client offerings and PR methodologies like Digital Media.
Talking about the launch, Wixted commented "I think there is a real need to raise the PR bar in the region and I want to help both agencies and clients do this. Knowing the how to run a press office and how to generate coverage isn't enough to support strong brand-awareness campaigns. It must be combined with an understanding of corporate needs, the business challenges of today, creativity and a lot of knowledge. That’s what delivers my clients the kind of results that matter, results tied to business objectives”.
Tuesday, 15 July 2008
Monday, 14 July 2008
Have you thought about internal communications? – Well now is the time!
The success of today’s businesses depends on communicating effectively to staff at all levels. Employees need to know about the business or group and also need to believe in it. Communication is vital and must operate on a two-way basis and not everybody will want to get involved. With the on-going boom in the region, now is the time to really think about setting up and putting an internal communications strategy in place.
Recent MORI research shows that 86% of employees think it is important that their own employer is responsible to them, society and the environment. But the research also found that one of the biggest barriers to staff getting involved in internal communications or CSR programmes is simply lack of information what their company really stands for!.
Does internal communication play a role in your organization's growth? Do you still feel that internal communications isn't really important? Does it matter to you if employees are not kept informed of every aspect of an organization's activities?
If the answer to any of these queries is in the negative, you could be facing an uphill task getting your act together among your employees.
To start with it depends on the type of organization you work in and what it is trying to achieve. If it has a pretension of serving a customer base, about operating in a competitive environment, about offering a product or service to its consumers, then it is vital that it pays full attention to the question of internal communications.
Why communicate with employees?
First and foremost, to represent the best aspects of the organization to the company.
Then to present a competitive edge the company has in the market place.
And finally, create a good impression on customers and opinion formers. An organization of say 1600 employees has 1600 ambassadors. All of them are as good or bad as the organization that employs them.
What are the consequences of not communicating?
The consequences are generally widespread. It generates the proverbial fence sitters- employees who are kept in the dark and not sure where they belong. Such employees will not try their hardest for that organization, will not carry out the tasks willingly and will not put themselves out for the sake of the customer.
In essence, the importance of internal communications is to create and substantiate a commitment among employees, which will help the organization to achieve its primary goals. That is why it is so critical to the continued existence of any structured organization, irrespective of what it is or what it does. Too much energy is wasted in internal strife in too many organizations, players playing politics, arguing about who should do what and nobody doing it properly and jostling for positions.
The bigger the organization, the greater the scope for inefficiency by muddled, ill-conceived and amateurish internal communications. Behavioral patterns also play a major part. It's always easier not to communicate with personnel than to communicate with them. What could be easier than saying and doing nothing?
There are also cases of personnel at all levels being afraid to communicate with others, not necessarily just those who report to them. This is based on the belief that knowledge is power and that as soon as this knowledge has been shared they become obsolete and their power has eroded. Unfortunately, too many organizations encourage this type of thinking with fairly primitive cultures and promotional systems that take too little account of the balance between personal ambition and corporate benefit.
The question of attitude and the way in which employees of all kinds are managed and motivated is important. Since it is difficult either to manage and motivate properly unless there is a reasonable level of communication, that is the starting point for many debates on enhancing commitment. In order to generate commitment from employees, the elements of confidence and trust have to be present to some degree first. This has more to do with ownership and the productivity matrix.
If employees share ownership, the productivity level can often be very much lower.
This is proof that effective employee communications benefits company and individuals alike, it improves performance, helps the company to survive and increases the security and commitment of individuals to the company.
So what does good internal communication do?
1, it improves the work environment climate, while increasing awareness among employees of company activity and plans.
2,, the management gets to hear suggestions about the company's plans and policies from its employees through effective feedback mechanisms.
3, the company is able to use fully the accumulated experience of all its employees.
4, it enhances the role of its managers.
5, it gives more positive attitude to change within the company.
6, allows opportunities to solve problems before they become crises.
7, it creates and sustains employees commitment.
Finally, it concentrates effort on the task on hand - achieving the company's objectives - rather than internal wrangling. So, what are you waiting for?, before your problems become crises, run a weather check on your internal communications today!
Greg Wixted is a freelance PR & Brand Communications Consultant in Europe and the Middle East. greg@gregwixted.com
Recent MORI research shows that 86% of employees think it is important that their own employer is responsible to them, society and the environment. But the research also found that one of the biggest barriers to staff getting involved in internal communications or CSR programmes is simply lack of information what their company really stands for!.
Does internal communication play a role in your organization's growth? Do you still feel that internal communications isn't really important? Does it matter to you if employees are not kept informed of every aspect of an organization's activities?
If the answer to any of these queries is in the negative, you could be facing an uphill task getting your act together among your employees.
To start with it depends on the type of organization you work in and what it is trying to achieve. If it has a pretension of serving a customer base, about operating in a competitive environment, about offering a product or service to its consumers, then it is vital that it pays full attention to the question of internal communications.
Why communicate with employees?
First and foremost, to represent the best aspects of the organization to the company.
Then to present a competitive edge the company has in the market place.
And finally, create a good impression on customers and opinion formers. An organization of say 1600 employees has 1600 ambassadors. All of them are as good or bad as the organization that employs them.
What are the consequences of not communicating?
The consequences are generally widespread. It generates the proverbial fence sitters- employees who are kept in the dark and not sure where they belong. Such employees will not try their hardest for that organization, will not carry out the tasks willingly and will not put themselves out for the sake of the customer.
In essence, the importance of internal communications is to create and substantiate a commitment among employees, which will help the organization to achieve its primary goals. That is why it is so critical to the continued existence of any structured organization, irrespective of what it is or what it does. Too much energy is wasted in internal strife in too many organizations, players playing politics, arguing about who should do what and nobody doing it properly and jostling for positions.
The bigger the organization, the greater the scope for inefficiency by muddled, ill-conceived and amateurish internal communications. Behavioral patterns also play a major part. It's always easier not to communicate with personnel than to communicate with them. What could be easier than saying and doing nothing?
There are also cases of personnel at all levels being afraid to communicate with others, not necessarily just those who report to them. This is based on the belief that knowledge is power and that as soon as this knowledge has been shared they become obsolete and their power has eroded. Unfortunately, too many organizations encourage this type of thinking with fairly primitive cultures and promotional systems that take too little account of the balance between personal ambition and corporate benefit.
The question of attitude and the way in which employees of all kinds are managed and motivated is important. Since it is difficult either to manage and motivate properly unless there is a reasonable level of communication, that is the starting point for many debates on enhancing commitment. In order to generate commitment from employees, the elements of confidence and trust have to be present to some degree first. This has more to do with ownership and the productivity matrix.
If employees share ownership, the productivity level can often be very much lower.
This is proof that effective employee communications benefits company and individuals alike, it improves performance, helps the company to survive and increases the security and commitment of individuals to the company.
So what does good internal communication do?
1, it improves the work environment climate, while increasing awareness among employees of company activity and plans.
2,, the management gets to hear suggestions about the company's plans and policies from its employees through effective feedback mechanisms.
3, the company is able to use fully the accumulated experience of all its employees.
4, it enhances the role of its managers.
5, it gives more positive attitude to change within the company.
6, allows opportunities to solve problems before they become crises.
7, it creates and sustains employees commitment.
Finally, it concentrates effort on the task on hand - achieving the company's objectives - rather than internal wrangling. So, what are you waiting for?, before your problems become crises, run a weather check on your internal communications today!
Greg Wixted is a freelance PR & Brand Communications Consultant in Europe and the Middle East. greg@gregwixted.com
Friday, 11 July 2008
Need help with your PR ?
WHAT WE DO
I help PR agencies in London, Europe and the Middle East to pitch for new business, when they don't have time to write the pitch. But it doesn't stop there, I can help set up the account and team, plan and help implement the campaign, locally, regionally and globally. Working from your offices or mine, what ever suits you best.
I also help in-house teams develop their PR and marketing communications strategies, coupled with years of experience and a deep understanding of the Middle East gives me the edge over others. I have specialist industry knowledge and help clients with their communications needs in the Middle East and visa versa and undertake long and short term assignments.
PR DISCIPLINES
International media relations
Develop digital media strategies
New social media
Event management
Corporate & consumer campaigns
Develop stakeholder engagement & influencer programmes
Develop and implement CSR & internal programmes
Manage crises and issues
Agency or internal communications dept set up
Agency office role out
I help PR agencies in London, Europe and the Middle East to pitch for new business, when they don't have time to write the pitch. But it doesn't stop there, I can help set up the account and team, plan and help implement the campaign, locally, regionally and globally. Working from your offices or mine, what ever suits you best.
I also help in-house teams develop their PR and marketing communications strategies, coupled with years of experience and a deep understanding of the Middle East gives me the edge over others. I have specialist industry knowledge and help clients with their communications needs in the Middle East and visa versa and undertake long and short term assignments.
PR DISCIPLINES
International media relations
Develop digital media strategies
New social media
Event management
Corporate & consumer campaigns
Develop stakeholder engagement & influencer programmes
Develop and implement CSR & internal programmes
Manage crises and issues
Agency or internal communications dept set up
Agency office role out
When PR is good it’s good when it’s bad is bad…so how do we fix it?
Over the past few years in the region I have heard so many times why PR doesn't work and why so many CEOs have a bad taste in their mouth at the mere mention of public relations.Truthfully, there are 1,000 reasons why PR doesn't work and there are also countless reasons why it does. I recent read a piece on the top 10 reasons why PR doesn’t work.
The client doesn’t understand the publicity process
The scope of work is not detailed and agreed upon by both parties.
The client has not been properly trained on how to communicate with the media
The client thinks PR people have magic wands and coverage just appears
The client and the PR person or firm are not a good match.
The client has not gotten results quickly enough and ends the relationship too soon.
PR people don’t explain the kind of publicity placements a client will most likely receive. Clients don’t realize that what happens after you get the publicity coverage is sometimes more important than the actual placement.Clients get upset when the media coverage is not 100% accurate or not the kind of coverage that they wanted.Clients won’t change their schedules for the media.Well then, let's just hang up our hat trying to refine our client services or management brown-nosing, as we've finally figured out how to strip PR down to such a basic sense of parity, that if we could get these top 10 questions answered or figured out, that we could solve the industry-wide plague of bad PR. This really seems to make sense to those that subscribe to the belief that there's no such thing as bad PR. Nevertheless, PR is not a commodity - but bad PR is available anytime, anywhere.
A good friend and client of mine, seemed to capture it more accurately - at least for those of us in a world that demands we prove value and worth using metrics outside of whether or not we get along with people, trained our spokespersons well, or explained the publicity process so that executives could have something other than running a business to worry about. Some PR agency’s don’t understand the product or brandPR people are seen as spinners, blocker, or gatekeeper to access the CEO.
The agency don’t know how to communicate with bloggers or social media.
The agency prefers doing a few big traditional media over lots of smaller online media & online channels.
The agency doesn't understand SEO, SEM, widgets, blogs, tags, social networks, pictures, video, or other online & viral methodsMost
PR folks have no clue what the hell Web 2.0 is Ask anyone what's wrong with PR and you'll unintentionally draft the manifesto of varying top 10 lists that will form as the foundation for revolution in the communications business. Call Guinness while you're at it. I'm sure we'll break some records.Rather than highlight what's wrong with PR or why it doesn't work, let's talk about how to fix it. No matter what business you're in, there are a few things that can help you succeed in, manage, or measure PR. This list is a game changer and can serve as the foundation for improving PR and elevating its value among those who have been burned by previous experiences.
PR for PR People.
If you expect to represent anything, whether in an agency or in a company, spend a significant portion of your time figuring out why it matters to people - on your own time. This is the difference between PR and good PR.Figure out who your customers are and where they go for their information.
Read the blogs, magazines, newspapers, forums, newsletters, etc., that reaches them and understands how to translate what you do in a way that matters to them. People within your target markets share experiences, pains, and wants that are unique to each group. By reading, you're participating. And by participating, you're better staged to engage more effectively than the rest of the flacks.Read 4 again.Don't speak in messages, spark conversations based on the unique requirements of each market segment and the people within them.
Traditional PR still matters, but also embrace social media. This is the future of PR, understanding how it works and what it takes to participate will ensure that you're experience is relevant to the communications needs of businesses over the next decade.Attacking the "audience" with PR campaigns no longer works in new media. You have to engage with people through the diverse segments that represent your target market.Once you understand what it takes to make the story more compelling to the varying markets and the influencers that reach them, then and only then, think about press releases. One press release doesn't carry across the entire spectrum of customers any longer. Figure out the core value proposition and then write several different flavors based on the needs and pains of your target customers and how you help them do something better, easier, more cost effectively, that they couldn't do today.Set goals with the client team of the company you represent. Based on the previous points, you have to ensure that your activities align with their business strategy.
Communicate progress regularly, document milestones, and showcase successes. PR often suffers from a lack of "PR for the PR.The clients Understand first, what PR is and isn't. All too often, businesses expect PR to perform miracles simply because they confuse it with advertising, online marketing, media buying, search marketing, etc. PR can't guarantee legitimate coverage in industry publications - no matter how tight the relationship. While I won't compare PR to each branch of marketing, I will say that PR IS NOT ADVERTISING. Reporters and bloggers don't stop what they're doing to write about your company, just because we send them a press release. They're bombarded by PR people all over the world. Stories are cultivated. If we respect them, do our homework, and help highlight the value of a story, coverage is imminent. If you want guaranteed exposure, buy an ad.Don't under value PR. PR, when done right, is extremely valuable to company branding, which has immeasurable benefits in the long haul. Customers have choices and if you're not consistently vying for their attention, it's pretty easy to fall off their radar screen when they evaluate options.PR is not a switch. It doesn't go off and on whenever you have the time or budget to throw at it. The market moves too quickly.
In most cases, coverage doesn't just happen. PR is like farming. The more seeds you plant, along with the time you spend watering, caring for, and feeding them, your crops will grow in the form of coverage over time. While some things such as news, etc., force information out quickly, other stories take time. And when they appear, they help raise brand visibility, drive some people to buy, and they also spark others to consider writing about it - which in turn also influences the cycle to replicate. Don't assume all of this coverage happens simply because you are a popular company.Understand that PR is only an umbrella for the specific communications initiatives that will help you reach complementary, simultaneous goals. For example, corporate branding and product marketing require different campaigns.
No matter what industry you're in, realize that the most popular blogs, newspapers, or magazines are only one part of the process. This means that you have to embrace new media, it represents the early adopters and pragmatists.
Engage in social media. We live in a "social" economy and the only way to succeed in it, is to participate. Blog about industry-relevant topics, not just company accomplishments. It's not a new tool in the marketing belt. It is a new opportunity to engage customers and cultivate relationships.
Embrace online video and watch how creative, genuine, and cool content becomes incredibly viral. Words can carry the message so far, but video is also an opportunity to showcase the product while entertaining viewers. Podcast new updates, customer successes, ideas for new product uses, etc. Bookmark and share relevant links using the popular social tools available and don’t forget to cultivate user generated content.
Meet with your PR team regularly to communicate realistic goals and measure progress. Paint a real world picture of what success looks like each month and listen to the reports to see if they are indeed attainable. You get out of PR what you put into it.Agree upon metrics in advance. All too often executives lose sight of what PR is designed to do. The right coverage is invaluable, even when it doesn't translate into visible hits, traffic spikes, or sales.Realize that a proactive, intelligent and consistent PR program will contribute to the bottom-line. It shouldn't be solely responsible for company success or failure.
The client doesn’t understand the publicity process
The scope of work is not detailed and agreed upon by both parties.
The client has not been properly trained on how to communicate with the media
The client thinks PR people have magic wands and coverage just appears
The client and the PR person or firm are not a good match.
The client has not gotten results quickly enough and ends the relationship too soon.
PR people don’t explain the kind of publicity placements a client will most likely receive. Clients don’t realize that what happens after you get the publicity coverage is sometimes more important than the actual placement.Clients get upset when the media coverage is not 100% accurate or not the kind of coverage that they wanted.Clients won’t change their schedules for the media.Well then, let's just hang up our hat trying to refine our client services or management brown-nosing, as we've finally figured out how to strip PR down to such a basic sense of parity, that if we could get these top 10 questions answered or figured out, that we could solve the industry-wide plague of bad PR. This really seems to make sense to those that subscribe to the belief that there's no such thing as bad PR. Nevertheless, PR is not a commodity - but bad PR is available anytime, anywhere.
A good friend and client of mine, seemed to capture it more accurately - at least for those of us in a world that demands we prove value and worth using metrics outside of whether or not we get along with people, trained our spokespersons well, or explained the publicity process so that executives could have something other than running a business to worry about. Some PR agency’s don’t understand the product or brandPR people are seen as spinners, blocker, or gatekeeper to access the CEO.
The agency don’t know how to communicate with bloggers or social media.
The agency prefers doing a few big traditional media over lots of smaller online media & online channels.
The agency doesn't understand SEO, SEM, widgets, blogs, tags, social networks, pictures, video, or other online & viral methodsMost
PR folks have no clue what the hell Web 2.0 is Ask anyone what's wrong with PR and you'll unintentionally draft the manifesto of varying top 10 lists that will form as the foundation for revolution in the communications business. Call Guinness while you're at it. I'm sure we'll break some records.Rather than highlight what's wrong with PR or why it doesn't work, let's talk about how to fix it. No matter what business you're in, there are a few things that can help you succeed in, manage, or measure PR. This list is a game changer and can serve as the foundation for improving PR and elevating its value among those who have been burned by previous experiences.
PR for PR People.
If you expect to represent anything, whether in an agency or in a company, spend a significant portion of your time figuring out why it matters to people - on your own time. This is the difference between PR and good PR.Figure out who your customers are and where they go for their information.
Read the blogs, magazines, newspapers, forums, newsletters, etc., that reaches them and understands how to translate what you do in a way that matters to them. People within your target markets share experiences, pains, and wants that are unique to each group. By reading, you're participating. And by participating, you're better staged to engage more effectively than the rest of the flacks.Read 4 again.Don't speak in messages, spark conversations based on the unique requirements of each market segment and the people within them.
Traditional PR still matters, but also embrace social media. This is the future of PR, understanding how it works and what it takes to participate will ensure that you're experience is relevant to the communications needs of businesses over the next decade.Attacking the "audience" with PR campaigns no longer works in new media. You have to engage with people through the diverse segments that represent your target market.Once you understand what it takes to make the story more compelling to the varying markets and the influencers that reach them, then and only then, think about press releases. One press release doesn't carry across the entire spectrum of customers any longer. Figure out the core value proposition and then write several different flavors based on the needs and pains of your target customers and how you help them do something better, easier, more cost effectively, that they couldn't do today.Set goals with the client team of the company you represent. Based on the previous points, you have to ensure that your activities align with their business strategy.
Communicate progress regularly, document milestones, and showcase successes. PR often suffers from a lack of "PR for the PR.The clients Understand first, what PR is and isn't. All too often, businesses expect PR to perform miracles simply because they confuse it with advertising, online marketing, media buying, search marketing, etc. PR can't guarantee legitimate coverage in industry publications - no matter how tight the relationship. While I won't compare PR to each branch of marketing, I will say that PR IS NOT ADVERTISING. Reporters and bloggers don't stop what they're doing to write about your company, just because we send them a press release. They're bombarded by PR people all over the world. Stories are cultivated. If we respect them, do our homework, and help highlight the value of a story, coverage is imminent. If you want guaranteed exposure, buy an ad.Don't under value PR. PR, when done right, is extremely valuable to company branding, which has immeasurable benefits in the long haul. Customers have choices and if you're not consistently vying for their attention, it's pretty easy to fall off their radar screen when they evaluate options.PR is not a switch. It doesn't go off and on whenever you have the time or budget to throw at it. The market moves too quickly.
In most cases, coverage doesn't just happen. PR is like farming. The more seeds you plant, along with the time you spend watering, caring for, and feeding them, your crops will grow in the form of coverage over time. While some things such as news, etc., force information out quickly, other stories take time. And when they appear, they help raise brand visibility, drive some people to buy, and they also spark others to consider writing about it - which in turn also influences the cycle to replicate. Don't assume all of this coverage happens simply because you are a popular company.Understand that PR is only an umbrella for the specific communications initiatives that will help you reach complementary, simultaneous goals. For example, corporate branding and product marketing require different campaigns.
No matter what industry you're in, realize that the most popular blogs, newspapers, or magazines are only one part of the process. This means that you have to embrace new media, it represents the early adopters and pragmatists.
Engage in social media. We live in a "social" economy and the only way to succeed in it, is to participate. Blog about industry-relevant topics, not just company accomplishments. It's not a new tool in the marketing belt. It is a new opportunity to engage customers and cultivate relationships.
Embrace online video and watch how creative, genuine, and cool content becomes incredibly viral. Words can carry the message so far, but video is also an opportunity to showcase the product while entertaining viewers. Podcast new updates, customer successes, ideas for new product uses, etc. Bookmark and share relevant links using the popular social tools available and don’t forget to cultivate user generated content.
Meet with your PR team regularly to communicate realistic goals and measure progress. Paint a real world picture of what success looks like each month and listen to the reports to see if they are indeed attainable. You get out of PR what you put into it.Agree upon metrics in advance. All too often executives lose sight of what PR is designed to do. The right coverage is invaluable, even when it doesn't translate into visible hits, traffic spikes, or sales.Realize that a proactive, intelligent and consistent PR program will contribute to the bottom-line. It shouldn't be solely responsible for company success or failure.
Interview in Arab Ad May 2008
Tell us about yourself Greg.
I have been working in the region for over two years now and head up the GCI Public Relations team in the region. Before that I lived and worked in London at some really great agencies
And what makes GCI so special and unique?
I would say the pace and our offering. GCI MENA is a very young agency compared to others in the region, yet we are handling 25 Major clients with different demands, needs and are capable of delivering on time, this is what gives us the edge over others. We work as one network not individual offices and that’s really important to our clients as we have a great talent pool in the GCI network, not only in the region, but globally.
Although very young, GCI MENA won the GEMAS 2008 Best Use of PR Award. We truly believe in results driven communications, being creative and innovative in our work, we are all digitally minded, which is the next “big thing”, and we all love with what we do…and that’s why clients like working with us.
What is your largest achievement?
I would say the launch of the "Lost Dilmun Water Park" in Bahrain. With only 16 days, we had to create a media trip, plan regional media relations; the team developed a digital media strategy which was to pay off, utilizing all the latest digital tools. The team built its news strategy on targeting not only media but soon to be guests. The team penetrated over 355 blogs, achieved over 1,300 pieces of online coverage and 180 pieces of coverage for the launch event and in just 3 short months after the opening, the park became the leading tourist attraction in the entire Kingdom of Bahrain. It was hard work and great fun.
And what about your newest office, GCI Cairo?
The Cairo is unique, the market is so unpredictable, but I firmly believe that in the coming year PR will come into its own in Egypt as a whole. With more and more investment coming in to the country, their will be a gap in the communications market which we aim to fill. We are not a press release factory – media relations is part of what we do and clients are getting it, that’s why I think Cairo will grow very fast not only in terms of clients, but the team also.
In your opinion, how do you see the future of PR in the Region?
Well, as time passes, PR will be a very powerful tool that will promote and enhance corporations. Integrity, transparency, and credibility are key to approaching business today. If this happens, I am sure the future of PR will go beyond imagination in terms of influence and inspiration.
I have been working in the region for over two years now and head up the GCI Public Relations team in the region. Before that I lived and worked in London at some really great agencies
And what makes GCI so special and unique?
I would say the pace and our offering. GCI MENA is a very young agency compared to others in the region, yet we are handling 25 Major clients with different demands, needs and are capable of delivering on time, this is what gives us the edge over others. We work as one network not individual offices and that’s really important to our clients as we have a great talent pool in the GCI network, not only in the region, but globally.
Although very young, GCI MENA won the GEMAS 2008 Best Use of PR Award. We truly believe in results driven communications, being creative and innovative in our work, we are all digitally minded, which is the next “big thing”, and we all love with what we do…and that’s why clients like working with us.
What is your largest achievement?
I would say the launch of the "Lost Dilmun Water Park" in Bahrain. With only 16 days, we had to create a media trip, plan regional media relations; the team developed a digital media strategy which was to pay off, utilizing all the latest digital tools. The team built its news strategy on targeting not only media but soon to be guests. The team penetrated over 355 blogs, achieved over 1,300 pieces of online coverage and 180 pieces of coverage for the launch event and in just 3 short months after the opening, the park became the leading tourist attraction in the entire Kingdom of Bahrain. It was hard work and great fun.
And what about your newest office, GCI Cairo?
The Cairo is unique, the market is so unpredictable, but I firmly believe that in the coming year PR will come into its own in Egypt as a whole. With more and more investment coming in to the country, their will be a gap in the communications market which we aim to fill. We are not a press release factory – media relations is part of what we do and clients are getting it, that’s why I think Cairo will grow very fast not only in terms of clients, but the team also.
In your opinion, how do you see the future of PR in the Region?
Well, as time passes, PR will be a very powerful tool that will promote and enhance corporations. Integrity, transparency, and credibility are key to approaching business today. If this happens, I am sure the future of PR will go beyond imagination in terms of influence and inspiration.
Friday, 2 May 2008
Can Social Media be a great PR Tool….hell yes!
The world is collapsing in terms of distance, its changing how we're working together, building brands, how we're communicating with each other and learning about each other.
If you don't already use social media to talk to your customers, you’re already behind the power curve; Your customers' online conversations increasingly control your brand, so you had better join in the conversation yourself.
Like others, I define social media as a conversation between authors and fact-finders and their audience. Unlike common media, newspapers, television and radio, social media brings others into the story. It has given a stronger voice to the public, empowering individuals to promote and discuss ideas among others while leaving a personal imprint on history.
When former Sen. John Edwards threw his hat into the ring as a candidate in the 2008 U.S. presidential campaign, he was flying in a private jet high above the nation he hopes to lead. From his airplane, he watched his announcement on the popular video web site YouTube, which was playing his recorded address over the Internet.
On one side of the presidential candidate sat a photographer from Flickr, who was uploading photos to the online photo-sharing web site. Nearby sat a videographer recording scenes to be uploaded to YouTube. A blogger was reading real-time responses about his announcement and a few members of the print media were also there.
Among them all sat Robert Scoble, one of the most popular bloggers ever to enter a journal on the Internet. Aside from the print media reporters, all of those seated with Edwards were part of a revolution known as Social Media. I’ve had several recent conversations with clients wishing to build their businesses and brands, encouraging them to sign up for and engage in social networking tools, such as LinkedIn and Facebook.
This is the time of year when the phone rings more than ever with clients making New Year’s resolutions; they want to be more proactive outside of just press releases and events. I tell them lets go and develop a social media strategy and plan – most of them laugh nervously down the phone. But studies show social media is now growing at an alarming speed and can be a great marketing and PR tool, for both agency and client alike. In the past few months I have used Facebook to connect with a local broadcast journalist as a friend and pitched a media opportunity that came to fruition last week and found a panelist for a roundtable workshop through a blogger and Facebook friend.
The use of online tools to build communities and develop relationships with people who may be friends, customers, business partners, clients and colleagues is an important part of the way many people live and do business today. The use of social networks can be very powerful and as a result I’ve connected with dozens of new people interested in doing business, but also interested in joining our company.
I’ve already been testing Facebook Flyers and found it a great way to target specific groups by sending a specific message to a specific type or community of people at a specific time.
Flyers and the like effectively allow for individuals (not just media companies or organizations) to promote their cause. This I think will be the next new phenomenon. Think about it! if I care about green something or other, rather than just give money to a charitable cause and hope they do something - I take out ads on facebook / myspace for like minded folks and drive them to action. It’s real grass roots initiatives like these, that will make change.
I recently went to an event in London which was an important reminder that social networking includes getting out and being part of the community in person, not just online! It was great fun to meet people and some really impressive entrepreneurs, to have exciting conversations with marketers about what social media strategies they can apply to help build their brands.
To understand the power of social media offerings levied by open source Internet communication, you can look to the very top, or right down at your own keyboard for a start.
That’s why I believe that social networking communities are increasingly pivotal in how brand reputation is shaped and how companies manage change. As the public relations industry evolves, social network engagement will enhance our work in change management, brand marketing and corporate reputations.
If you don't already use social media to talk to your customers, you’re already behind the power curve; Your customers' online conversations increasingly control your brand, so you had better join in the conversation yourself.
Like others, I define social media as a conversation between authors and fact-finders and their audience. Unlike common media, newspapers, television and radio, social media brings others into the story. It has given a stronger voice to the public, empowering individuals to promote and discuss ideas among others while leaving a personal imprint on history.
When former Sen. John Edwards threw his hat into the ring as a candidate in the 2008 U.S. presidential campaign, he was flying in a private jet high above the nation he hopes to lead. From his airplane, he watched his announcement on the popular video web site YouTube, which was playing his recorded address over the Internet.
On one side of the presidential candidate sat a photographer from Flickr, who was uploading photos to the online photo-sharing web site. Nearby sat a videographer recording scenes to be uploaded to YouTube. A blogger was reading real-time responses about his announcement and a few members of the print media were also there.
Among them all sat Robert Scoble, one of the most popular bloggers ever to enter a journal on the Internet. Aside from the print media reporters, all of those seated with Edwards were part of a revolution known as Social Media. I’ve had several recent conversations with clients wishing to build their businesses and brands, encouraging them to sign up for and engage in social networking tools, such as LinkedIn and Facebook.
This is the time of year when the phone rings more than ever with clients making New Year’s resolutions; they want to be more proactive outside of just press releases and events. I tell them lets go and develop a social media strategy and plan – most of them laugh nervously down the phone. But studies show social media is now growing at an alarming speed and can be a great marketing and PR tool, for both agency and client alike. In the past few months I have used Facebook to connect with a local broadcast journalist as a friend and pitched a media opportunity that came to fruition last week and found a panelist for a roundtable workshop through a blogger and Facebook friend.
The use of online tools to build communities and develop relationships with people who may be friends, customers, business partners, clients and colleagues is an important part of the way many people live and do business today. The use of social networks can be very powerful and as a result I’ve connected with dozens of new people interested in doing business, but also interested in joining our company.
I’ve already been testing Facebook Flyers and found it a great way to target specific groups by sending a specific message to a specific type or community of people at a specific time.
Flyers and the like effectively allow for individuals (not just media companies or organizations) to promote their cause. This I think will be the next new phenomenon. Think about it! if I care about green something or other, rather than just give money to a charitable cause and hope they do something - I take out ads on facebook / myspace for like minded folks and drive them to action. It’s real grass roots initiatives like these, that will make change.
I recently went to an event in London which was an important reminder that social networking includes getting out and being part of the community in person, not just online! It was great fun to meet people and some really impressive entrepreneurs, to have exciting conversations with marketers about what social media strategies they can apply to help build their brands.
To understand the power of social media offerings levied by open source Internet communication, you can look to the very top, or right down at your own keyboard for a start.
That’s why I believe that social networking communities are increasingly pivotal in how brand reputation is shaped and how companies manage change. As the public relations industry evolves, social network engagement will enhance our work in change management, brand marketing and corporate reputations.
Tuesday, 1 April 2008
Public Relations Measurement … It's All About Being "SMART"
Ever since the dawn of public relations, PR practitioners have worked hard to identify a link between PR and ROI (return on investment). Professional communicators have been using PR to deliver their messages for decades, and eventually, those professionals are scientifically proving how to generate ROI from their PR activities by linking them with sales revenues. ROI objectively measures the economic benefits of public relations against its associated costs and relative to other forms of marketing. As time passes on, PR consistently outruns other forms of marketing and at a fraction of the cost.
Accountability is the key issue facing the PR industry today. The ability to prove value and ROI may be the crucial issue on getting approval on a budget or not. Given the variety of possible public relations objectives,
ROI is not always about linking PR investments directly to sales generated. For example, if the PR objective is to generate web traffic, then Cost per Click-through may be the best metric. If the objective is to change perceptions, then Cost per % Point of Change may be measured and calculated. Likewise, if the PR objective is to stimulate product trial, Cost per Trial User may be the most meaningful metric.
As the above intro implies, the days of counting press clippings are over, and no longer can PR practitioners rely on press clippings to prove whether or not they have achieved the objectives of their PR campaign. Business executives are more concerned with changing attitudes and behaviors, which are reflected on sales and revenues, website hits, or any other measurable tool rather than compiling press clippings.
The question that arises is: "How would PR contribute to a business?"…
In order to answer this question, a PR program must include clear, pre-defined, and measurable objectives. Yet before the goal-setting phase, PR practitioners must identify the type of results to be achieved through a PR campaign or program.
All businesses need to set objectives for themselves or for the products or services they are launching. What does your company, product or service hope to achieve?
Setting objectives are important, as it focuses the company on specific aims over a period of time and can motivate staff to meet the objectives set. As there is now true ROI measurement, this added with other matrices can really help clients to get a clear understating of the impact of their PR campaigns.
A simple acronym used to set objectives is called SMART objectives, or what we call the "GCI Method". SMART stands for:
Specific – Objectives should specify what they want to achieve.
Measurable – You should be able to measure whether you are meeting the objectives or not.Achievable - Are the objectives you set, achievable and attainable?Realistic – Can you realistically achieve the objectives with the resources you have?Time – When do you want to achieve the set objectives?
Today, it is imperative to measure the ROI of PR by linking public relations impacts to business results… only by clearly being SMART.
Accountability is the key issue facing the PR industry today. The ability to prove value and ROI may be the crucial issue on getting approval on a budget or not. Given the variety of possible public relations objectives,
ROI is not always about linking PR investments directly to sales generated. For example, if the PR objective is to generate web traffic, then Cost per Click-through may be the best metric. If the objective is to change perceptions, then Cost per % Point of Change may be measured and calculated. Likewise, if the PR objective is to stimulate product trial, Cost per Trial User may be the most meaningful metric.
As the above intro implies, the days of counting press clippings are over, and no longer can PR practitioners rely on press clippings to prove whether or not they have achieved the objectives of their PR campaign. Business executives are more concerned with changing attitudes and behaviors, which are reflected on sales and revenues, website hits, or any other measurable tool rather than compiling press clippings.
The question that arises is: "How would PR contribute to a business?"…
In order to answer this question, a PR program must include clear, pre-defined, and measurable objectives. Yet before the goal-setting phase, PR practitioners must identify the type of results to be achieved through a PR campaign or program.
All businesses need to set objectives for themselves or for the products or services they are launching. What does your company, product or service hope to achieve?
Setting objectives are important, as it focuses the company on specific aims over a period of time and can motivate staff to meet the objectives set. As there is now true ROI measurement, this added with other matrices can really help clients to get a clear understating of the impact of their PR campaigns.
A simple acronym used to set objectives is called SMART objectives, or what we call the "GCI Method". SMART stands for:
Specific – Objectives should specify what they want to achieve.
Measurable – You should be able to measure whether you are meeting the objectives or not.Achievable - Are the objectives you set, achievable and attainable?Realistic – Can you realistically achieve the objectives with the resources you have?Time – When do you want to achieve the set objectives?
Today, it is imperative to measure the ROI of PR by linking public relations impacts to business results… only by clearly being SMART.
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