We let the facts do the talking.


Part 1: Old Meets New 

The growth of the digital sphere and social media in particular has had a significant effect on our everyday lives – both personal and professional. For those of us in the PR world, it has completely changed how we proceed with our plans and campaigns. This is because people are becoming increasingly connected to social media, blogs and websites for keeping abreast of the latest trends and news, especially as these platforms are updated so frequently.

However, this has not weakened PR but strengthened it immeasurably.

In fact, while continuing to achieve excellent results with ‘traditional’ activities like drafting press releases and building relationships with the media – the importance of which you can read about in the blog written by my colleague Riya Vitani on Cicero & Bernay’s website – PR has expanded to become an essential tool for clients across activities including:

  • Multi-platform content creation
  • Strategic planning
  • Narrative building
  • Crisis management
  • Thought leadership
  • Spokespeople training

All of these are designed to deliver key messages to the media in the most concise and accurate way possible, while leveraging the benefits of both traditional print and new-age digital platforms.

One of the interesting things about this shift in PR paradigms is how it has taken the lead when it comes to planning and strategy, and broadened to become the umbrella under which digital, social media and even video content is managed. In the next part of my blog I will shed light on why I believe that PR has taken the leading role in all communication.

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. |