Part 2: PR Takes the Lead
For every campaign announcing a new project, launching a programme or raising awareness of an event, the PR plan and content is the guiding star.
When the Etihad Museum launched, we developed a comprehensive PR plan that included all key messages, fact sheets and content, which served as the basis for all communication. Our strategy was not just used for PR, but also informed all social media, marketing and digital content, and videos and adverts. The content we created was the backbone of the communication strategy and continues to serve as the definitive article on the Etihad Museum, whether for tweets, billboard ads or full-length feature pieces.
This is the PR umbrella, which is flexible and able to incorporate any new trends that come its way, such as adapting to people’s interest or moving onto new channels. PR finds opportunity and seizes it – we still ensure that our events are mentioned in the listings sections of magazines, but we also target digital platforms such as Dubai Calendar and Dubai Post websites. This amplifies messages and breaks down barriers.
To summarise this blog, I believe that PR is the trailblazer for broad communication strategies. The plan and content comes from us, and is designed in such a way that it can be broadcast far and wide. PR can easily adapt to different channels and will continue to maintain its position as a communication leader.
Wajd Breek is the Account Manager of Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the GCC. | www.cbpr.me