We all know that the Holy Month of Ramadan is a time of reflection where working hours are reduced to allow time for family, social & religious activities and rest. But we can’t ignore the fact that it also carries some interesting PR opportunities that allow us to enhance messaging, reach out to our target audiences during a special time, and bond with clients, journalists and business associates.
In order to make the most of Ramadan from a professional perspective, here are a few recommendations for PR agencies and professionals:
Revolve your PR activity around Ramadan and its values: For example, intensify CSR and community-oriented activities, or participate in a local government initiative where other players will also be involved. This will lend you credibility through being genuine.
Identify publication supplements: As a special season, Ramadan will see many newspapers and magazines dedicating supplements or pages for the Holy Month. Get in touch with them early to identify relevant opportunities for your clients. Make sure also that you supply information on time.
Ensure quality rather than quantity: Aim to consolidate your clients’ messaging and stick to one or two key message points so as not to bombard the audience, especially at a time when so many other brands will be talking loudly, but futilely. Unless you’re a rice or Arabic sweets company, it’s best not to deliberately intensify communications during this time!
Be aware that one media event will suffice: Ramadan is generally characterised by plenty of Iftar and Suhoor media invitations where PR agencies compete for the media’s time and attention. With half the media wanting to attend and socialise outside work, the other half prefer to stay at home with family. Others are simply double-booked between two Ramadan tents on the same day… with the tents usually at opposite ends of the town! It is a good idea to therefore limit the number of gatherings to just one time in the month. Invite only your closest media contacts for a cosy meal to catch up on clients’ latest news, their own news, and generic industry happenings. They will appreciate the gesture to talk work in a relaxed and informal setting without wasting too much of their time.
Finally and most importantly, enjoy this special month that comes by once a year. It is a time when we are meant to rethink our ways and simplify… not overcomplicate!