Part 1: The changing facets of our industry
The communication industry is undergoing profound change, and with the recent closure of several magazines and TV channels in the UAE, including 7 Days, Aquarius magazine and City 7 TV, it makes sense to dedicate a post to this change.
The first time I heard about it was almost four years ago. At the time, I worked for a PR agency whose CEO told our clients that traditional PR would be dead in five years. He also convinced them that converting to digital was the next big thing and that in order to distinguish their brands from the competition they would have to strengthen their social media presence. To be honest, I felt offended; it was as if he was asking us to leave the room and hand the account to the social media team. I mean how could companies abandon the traditional channels that have served their communication requirements so well for so long? What would PR even look like without press releases?
Well, it turns out he was right in thinking that digital was the next big step. However, traditional PR was not dying; it was just becoming part of a much broader and more exciting concept of PR that incorporates multiple channels and new-age strategies.
It is no longer about using either traditional or digital PR tactics; it is essential to use both and influencer communication is the latest strategy in our growing tool kit. This is the era of ‘New Age PR – the way to do it better.
In the next part of my blog, I will elaborate on what this ‘better’ is all about.
Reem Masswadeh is Senior Account Manager at 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