We let the facts do the talking.

Changing Tides

The new face of PR

The PR industry is one that is constant flux, always changing, always adapting. The communications sector to which the industry belongs has seen a monumental tilt this generation with clients no longer seeking agencies but partners who offer them turnkey solutions to all their communication needs.

As 2019 picks up steam, one trend has made itself more than apparent: the elimination of separate disciplines. As a PR agency and industry professionals, our job descriptions are no longer bound by select trades and expertise. There is a slogan that goes ‘a jack of all trades is a master of none.’ I am tempted to believe that in today’s climate, one must know a bit of everything to stand out and offer clients all-encompassing approaches.

Where once the gravity of a brand was enough to capture the attention and inspiration of customers, today’s world is built around experiences on offer by the brand, and not exclusively by price or aesthetic value. In the pursuit of more tangible experiences, it is on us to expand our horizons and go the distance with our clients to offer them more than what they expect through the strategic utilisation of 360-degree approaches that combine a multitude of criteria under one umbrella.

A strengthening partnership

It’s not a PR or advertising agency that clients are seeking, but a partner agency that will anticipate the future for the client and perfect its messaging on both digital and traditional mediums. The communication medium is in constant evolution, and as custodians of its platforms and means, it is on us to adapt with the changing trends to not only maintain relevance but to help progress upon the industry.

As an agency, we will focus in 2019 on advocating for a healthy balance between digital innovation and trends by not only providing our clients with holistic services but by presenting ourselves as partners to our clients. By doing so, we would be dedicating our time to proactively consulting them, representing a partner who would be just as liable for their success.

At C&B, we are consistently looking to pioneer our methods to enlighten our partners and inspire a new generation of industry professionals, paving the path for future innovations by keeping our finger on the pulse of this dynamic and ever-changing spectrum of communication.

Tariq Al Sharabi is Managing Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |