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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.

Join me in part 2 of this blog where I will further emphasise and break down the role of agencies in their change to becoming client partners and not just service providers.


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. |