Part 1: Spoiler alert: It isn’t
We’ve all insinuated, at some point in our careers, that print media is not going to survive what the digital evolution has in store for our industry. I say ‘our industry’ because, let’s face it, whether we work in PR, construction or the hospitality sector, this affects every working individual. IF it were true.
Paraphrasing Tariq Al Sharabi’s write-up on Cicero & Bernay’s website about the evolution of PR in the Middle East, the social media industry relies on PR for content, key messages and strategy development to ensure a seamless experience for the audience. This includes allowing the audience to read news in any medium they choose.
Dubai is home to incredibly talented journalists and publications, which as a PR agency, we are proud to be associated with. By building strong relationships we’ve learnt the true nature of their job, which is underpinned by the fact that people continue to have an emotional kinship with print media, despite the fact that individuals are increasingly adopting digital platforms in their daily routines.
We cannot deny the evolution towards digital content, but we can educate ourselves in the field to better understand the new mix between print and digital. One does not work without the other – we need digital content as much as we need print.
Riya Vatnani is the Senior Account Executive 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