Are Communicators Missing Brand Purpose?

Our stakeholders want us to help on big societal issues. Communicators should be taking the lead on brand purpose (image source: Lokus Design)

Sometimes, well most of the time, we should listen more. Listen without bias, and just sit there and take in what others are saying. This is especially true at conferences, where there’s lots being said but few people listening. I’m can be guilty of not taking my own advice, and this equally applies to me.

Let me explain. The good people of PRovoke (formerly the Holmes Report) held their annual PRovoke MENA event last week. And they asked me to be part of a panel on brand purpose. The idea of brand purpose matters personally to me; I’ve worked for a number of not-for-profits, and I’ve seen how much it matters to a cause when a business steps in to help. And then there’s the bigger picture; given what’s happening in the world around us, the public are demanding that businesses do more on societal issues.

To me, brand purpose isn’t a buzzword. It’s a realization that there’s more to the business world than profit. We can’t keep doing what we’re doing and expect everything to be well if we’re not tackling environmental issues, inequality, poverty or any of the Sustainable Development Goals.

I know that brand purpose isn’t still widely understood or put into practice here, but even I was shocked by what I saw. When we kicked off the panel, I asked the audience of 150 communicators if brands here were doing enough to tackle big societal issues. Only one hand went up. This single vote was even worse in the context of the day’s agenda. The first panel was packed with the country’s biggest brands, talking about how their presence had grown globally. The panel prior to the brand discussion was all about the region’s youth and what they wanted to see in business.

“We want to see brands making more of an impact but we can’t expect a global brand to be 100% ethical overnight,” said Middlesex University student Cham Alatrach who was part of the youth panel. “Small strides do matter. That way you can see the process and what goes behind it. The youth want to see a change, and that doesn’t happen overnight.”

An Issue that Communicator Should Own

As far as I’m concerned, brand purpose should be our cause. Many communicators also include corporate social responsibility in their role, and it’s easy to see why. We engage with stakeholders, we listen to their issues as part of a wider dialogue, and we look to see how we can support their needs. Brand purpose is a natural extension of CSR in many ways. It also matters to employees (it’s the basis of employer branding), and so should be seen as part of internal communications.

My concern is that we’ll miss the boat when it comes to brand purpose, like we did during the introduction of social media. This was an idea based on engagement and dialogue, and yet everyone jumped in, from creatives to media buyers, marketers and even customer support.

How Agencies Can Add Value

I’ve had the good fortune to work with a company that was a pioneer in cause marketing. P&G has been brilliant in creating brands that serve a greater good. For an example of this, look at Pampers-UNICEF and the work this partnership has undertaken to eliminate maternal and neonatal tetanus.

One aspect of my job with P&G which I’ve enjoyed more than anything else has been the opportunity to create new cause ideas. And this is where agencies can add real value, by understanding what’s happening outside the client’s offices/world, looking at the potential to partner with a charity, and make a real impact on a big issue.

I’d pay an agency good money to give me ideas that would contribute to my brand’s purpose. For me, that’s valuable and strategic. And yet, who was coming up with new concepts? It was the creatives. We’ve got to change this.

It’s About Our Reputation Too

One final thought for all of us. The public relations industry has been maligned for years; we’ve been described as spin doctors, as unethical. For me, I’ve always believed that good communications benefits everyone. And brand purpose goes beyond saying, and focuses on the doing, which is at the core of reputation building. Our actions must speak louder than our words, and nothing gives me greater satisfaction than to leave the office and head home knowing that me and my company have supported a big issue, and contributed to positive change.

I want us all to lead on brand purpose. If you’re struggling with this issue (one of the big challenges is how to win over management), please do reach out to me, and I’ll do my best to help.

A Work-In-Progress – What the first capabilities study says about PR in the UAE (and your role too)

Anne Gregory co-lead the Global Capability Framework, and she was in Dubai last week to talk about the first ever study in communication capabilities in the UAE

We had a VVIP in Dubai this week (I was going to say VIP, but everyone is a VIP in this town). Someone who, for me at least, is a public relations rockstar. And a person who has done a great deal to promote the function and its development, globally. Anne Gregory is a name you’ve got to remember. She’s been the chair of the CIPR and the Global Alliance. And, along with Johanna Fawkes, she created the Global Capability Framework (GCF).

I’ve reference the GCF before, and why it should matter to anyone who works in or wants to work in communications. Anne was in Dubai to talk about the UAE GCF research; this piece of work, which is being led by Ganga Dhanesh and Gaelle Duthler from Zayed University, is the first ever study to identify the most (and least) important capabilities of public relations and communication management in the country.

Well, the initial results are in. Anne, Gaelle, and Ganga spoke at an open event this Thursday about the initial findings from the study, to uncover which capabilities matter most to UAE practitioners. The results may surprise you.

These are the top ten capabilities required of communicators in the UAE as defined by the industry here

At the top by a mile is reputation, which makes a good deal of sense given we’re reputation builders. However, what I’m not showing here is what’s at the bottom. Among that group is ethics. Given what’s happening globally (think fake news, distrust of the media and PR), as well as regionally (social media manipulation, political disagreements, a lack of media/communications transparency), I’m partly surprised, partly understanding of the irony of communicators not linking these two capabilities more closely.

To ask a simple question, which I’ve asked before of others, would you trust someone who you don’t think is ethical? Clearly, we’ve got to do more on raising the need for the industry to view ethics as something which is important, and bodies such as the PRCA and MEPRA have got to play their part.

At number two, strategy was another standout. Conversely, measurement didn’t make it into the top ten, and was also near to the bottom of capabilities listed. While there’s a realization among many senior communicators on the need to align the function with their organization’s goals, measurement of outcomes matters, especially to our organizational leaders. It’s how we prove our worth.

Out of the top ten, what I also found interesting was the focus on crisis communications (is this driven by social media, I wonder), as well as environment (this means a contextual understand of all the factors we’re dealing with regarding our functions and organizations), and digital (I’d assume this reflects how quickly we’ve become a connected society).

How can you use the Global Capabilities Framework?

Now, what Anne and the University of Huddersfield/the Global Alliance have also done is make available a brilliant tool that lets communicators assess themselves and their teams against the framework. It’ll allow you to look at your skills, see your strengths and weaknesses, and understand where you need to develop and then re-assess yourself to see how you’re progressing.

There’s two assessment levels: the Core capability assessment is comprised of 11 questions, and the Full assessment has a total of 37 questions.

Once you’ve done your assessment, you’ll be shown a simple spider chart like the below.

This tool is free for any organization that is part of the Global Alliance (for example, CIPR). It also feeds into various professional development programs. You can check out the GCF tool here.

That’s all from me today. Do you agree with this list? Or do you disagree? As always, drop me a note, share your views and get engaged!

What’s the Middle East’s biggest communications issue? It’s the Arabic language

Arabic is a beautiful, rich language. And yet the communications industry is struggling to attract good Arabic language writers. How can we correct this? (image source: Arab America)

I feel like I’m writing something Kafka-esque. In in the Middle East, a geography of 200 million souls who read and write essentially the same language (I’m going to side-step the awkward question of how Arabic is spoken), and I’m working in communications. And yet, the industry is dominated by non-Arabic language speakers, at least in cities such as Abu Dhabi, Doha, and Dubai.

This isn’t just anecdotal. Overall, just 32% of respondents to PRCA MENA’s inaugural Middle East PR and Communications Census 2019 were nationals of countries in the region. Overall, a fifth of the region’s PR professionals are British, 18% come from India, and the range of other nationalities represented are indicative of the Middle East PR corps having a richly-varied culture mix.

Diversity matters, of course. But I don’t think we even have that when it comes to engagement, given that so much of the content being produced is in English (the most widely spoken language in the UAE isn’t even English, it’s Hindi).

There’s been a concerted push by governments to promote the Arabic language. Friday the 18th of December is the UN Arabic language day. And Dubai’s Sheikh Mohammed Bin Rashid Al Maktoum launched Madrasa, an online initiative with over a thousand videos to help promote learning of the Arabic language.

The communications industry has to play its part too. There’s obvious benefits to improving our ability to communicate in and create Arabic language content. We’ll be reaching a much wider audience in their language. In addition, understanding a language is one step to understanding a culture and its traditions. And by strengthening our Arabic language capabilities, we’ll be able to put Arabic first and create content that’s not translated (any Arabic language native speaker can spot translated content a mile off).

This isn’t going to be a short-term fix. Many of the Arabic-language experts working on the agency side are from countries such as Egypt, Iraq and Syria. Given politics in their own countries, it’s much harder to come across visas for them. We’ve got to do more with the Arab nationals who are already in the Gulf region.

So, what role can we play to change?

Develop Arabic Talent

First of all, we’ve got to foster stronger connections with universities across the
region, and better educate Arab youth on the opportunities that a career in public relations and communications will provide. And we have to do this as an industry. It’s something I hope that the PRCA will continue to work on.

Support Arabic Leadership

Part of the lack of appreciation for the Arabic language is that there aren’t enough Arab nationals in leadership roles, both on the agency side and with clients. Global agencies especially must prioritize fast-tracking Arab talent into leadership roles.

Arabic first

Most of the Arabic content put out by communicators is actually translated from English. We’ve got to turn this around, and start prioritizing Arabic content production, both in the written word, with audio and video. Arabic is such a rich, descriptive language, and so much is lost when content is merely translated.

There’s no better place to start than with myself, and I’m going to commit to writing more myself in Arabic. If you have any suggestions on this subject, please do share them.

What's the biggest challenge for communicators in 2020? Online disinformation & public activism

It’s been seven days since all the optimism, the hangovers, and the excessive fireworks (at least in the Gulf). So, given our bubbles of hope were burst and then shot down in flames on the morning of the second day of this year, what should we be looking forward to over the coming 12 months?

There’s been some brilliant prediction blogs, including this one from Stephen Waddington which is as comprehensive as it gets. But I wanted to focus in on two big issues that we are going to have to deal with, both in the Middle East and globally.

Fake News Campaigns will proliferate

Fake news isn’t new – it’s been around since humans have been able to talk, write and read. What’s so special about now is that, thanks to the internet and our own inability to question what we see being shared by friends and family, it’s easier than ever to create fake news. There’s even a new breed of firms, “Black PR” agencies, who are willing to set up fake sites that look like news portals, create fake news stories, and then spread them online on social media via bots.

Given the state of politics around the world, with nationalism and xenophobia just two of a dozen negative trends that are driving agendas, it’s no surprise that news is being manipulated by politicians, to both boost their own profiles and smear opponents. Buzzfeed has put out a smart news piece on disinformation for hire.

My concern is what will happen when fake news and the people behind these campaigns begin to target companies. We’ve already seen some of this in the Gulf, given the region’s politics. There have been targeted campaigns against national brands, including airliners, banks and pharmaceutical companies. I feel this is only the start, and we’re going to see more fake news campaigns which are designed to blackmail. How many firms will pay up rather than face a barrage of negativity which, although fake, may convince others to stay away from the brand?

Will your social media people are able to respond quickly, spot the fakes, and mobilize your followers? Do you know what’s going on when it comes to fake content, how to spot it, and who is behind it? What surprises me is how few practitioners in my part of the world are actively researching this phenomenon. I’m seeing more work being done by academics like Marc Owen Jones around issues such as bots, trolls, and fake news campaigns. If you’re a public relations professional, please do your homework and start educating yourself about these issues before they impact you.

Public Activism will be everywhere

The second big theme for 2020 will be public activism. There’s been a strong trend towards employee activism over the past couple of years, especially in the US and with sectors such as tech (just look at Google). As people give up on their politicians doing the right thing, they’re going to increasingly call out corporations.

This trend for public activism is going to happen globally. I’m increasingly seeing this in India, given what’s happening there with the new Citizenship Amendment Act. And we’ll also see this around issues such as the environment (just look at Australia).

This rise of citizen activism is going to especially strain organizations that stay on the sidelines or organizations whose ownership is in the hands of an individual with strong views.

What employers need to do is 1) be much better at listening to sentiment, and 2) empathizing with views that are distinct from those held by management. There are far too many tone-deaf leaders out there, and they’re going to drag their company’s brands down with them unless they change how they engage with stakeholders.

Given these two trends, my one hope is that we start to prioritize listening as a key communications skill. It may not sound as sexy as content creation, or artificial intelligence, but the good old-fashioned practice of listening may just save your organization/client from the biggest reputational crises in 2020.

Getting Video Creative – five hacks to improve your media impact

Not everyone can be a Steven Spielberg, but we all have the tools to make much better video content

I’ve been playing around with video recently, partly because I’ve wanted to and partly due to necessity (we all live and die by budgets). I wanted to share with you a couple of simple ideas that you can use in your day to day work to produce much better video. And action!

The Right Lenses

Most of us have brilliant cameras in our pockets. Your smartphones are probably more powerful than five year-old DSLR. But one area which can be improved on your smartphone is the lens itself. If you don’t have over US$1,300 bucks to shell out on the latest iPhone of Galaxy, why not buy a couple of lenses to attach to your camera.

I did that, and shelled out money on lenses from a US firm called moment. Have a look below.

These lenses are simple to mount (you also need to get a case from Moment), and you can get wide, telephoto, and also anamorphic (used for filming) lenses that add so much to your photography and videography. The lenses aren’t that expensive (you can even buy used lenses for about 70 to 90 dollars), but they really make visuals pop, especially the wide and anamorphic lenses. Moment also has a very useful camera app that gives you much more control over your picture-taking (you can set ISO, shutter speed and other wonderful stuff via the app). Check out Moment’s product range here.

Stop the Shake!

The one thing that cameras aren’t great at doing is dealing with shaking hands. But help is available, thanks to the increasing number of gimbals on the marketplace. I bought a DJI Mobile 3, a really handy device that allows me to keep a steady hand whilst filming. Gimbals can do all sorts of things these days, including shooting options such as object tracking and hyperlapse. They’re also being bundled with mobile apps that allow you to quickly edit and share the content. If you’re looking to get rid of the shake, a gimbal is the way to go. This costs about US$100 to US$130 dollars with a kit that includes a stand (which is very, very handy).

Shooting Top Down

The other big change in videography is drone filming. Shooting from the air used to cost a small fortune. Now, that’s been turned on its head, and you can buy a drone with a HD camera for about US$500 dollars. If you want to splurge, you can even now buy a drone with a Hasselblad lens (Hasselblad to cameras is like Ferraris to cars). I splurged for a second DJI project, the Mavic 2 Pro. The latest drones allow you to do a whole host of things that’ll transform your video capabilities (nothing beats hyperlapse or active track which makes the drone automatically follow a moving object).

The Editing Piece

Ok, you’ve got the content but is it going to be the final product? I doubt it! You’re going to need an editing tool. And, ideally, that tool will be on your phone. One of the best and simplest out there is Adobe Premiere Rush, an app that sits on your phone and lets you edit your content (both video and audio).

Premiere Rush offers lots and lots of benefits, including reframing your video depending on the platform and device you’re shooting for (is it vertical, 9:16, or horizontal, 16:9), graphics templates, and also a sync option so you can start editing on your mobile and continue editing on your computer.

If you’re looking for a simple video editor to start with which is initially free, then try out Adobe Premiere Rush. You can thank me later.

And Subtitles!

Last but not least, please do subtitle your videos. It’s a simple final step that adds a lot of value to your work (how many times have you watched a video and not been able to turn on the sound?). One tool I use is Veed, which is an online subtitling service that uses algorithms to automatically subtitle. You’ll still need to edit those subtitles for mistakes, but Veed makes subtitling pretty simple. And at a cost of US$20 a month, it’s affordable.

Check out Veed and see if it works for you.

Rebranding for ‘soft power’ – examples from the Gulf

Aramco is looking to spend millions on promoting itself (image source: Twosmokingbarrels)

Now is a good time to be in the branding business, at least here in the Gulf. A slew of governments and government-owned assets are launching brand campaigns. At the beginning of the month, the UAE government announced that it’d be launching a national competition to create the first brand entity for the UAE – seven Emirati artists from each of the country’s seven emirates would work to design a logo and slogan to market the country in campaigns abroad. According to The National newspaper, “Once unveiled [the new brand] will be used widely by government departments and in marketing and adverts.”

The aim of the UAE brand is to reflect a truly Emirati character abroad, which will be based on four values. These valies are ‘giving’, ‘tolerance and openness’, ‘credibility’ and the ‘leadership values’ of the country’s founding fathers.

The second brand launch of note was by the Abu Dhabi National Oil Company, better known as ADNOC. The UAE’s largest oil firm launched its first ever national branding campaign last week, under the tagline ‘energy for life’. The 95-second video commercial which fronts the campaign was shot by Emirati director Ali Mostafa and shows the young Emiratis in areas such as aviation, science, exploration, space, the arts and sports. The new video is below (it’s subtitled in English), and will be shown across the UAE soon in cinemas and on social media.

The third example is from Saudi, Saudi Aramco in particular. The world’s largest oil and gas company, which launched its IPO this month, will, according to the Daily Telegraph, “splash out nearly £200m on a global marketing blitz next year, as the richest company in the world steps out from the shadows and tries to elevate its public profile. The oil behemoth’s huge advertising push will follow its long-awaited flotation next month when it starts trading publicly on the Saudi stock exchange.”

What’s fascinating about these three examples, and others, is how these brand campaigns are being used to build and project soft power. Look for example at the ADNOC video, which features art, humanitarian aid and sports; this isn’t your regular branding campaign for an oil and gas company. Likewise, with the UAE’s national rebranding campaign the focus is on Emirati values – it’ll be fascinating to see how this unusual approach to nation branding resonates with people outside of the region, especially as emirates such as Dubai and most recently Ras Al-Khaimah have built themselves up as tourism destinations in their own right.

Saudi Aramco’s marketing blitz is the most interesting of all. The company is listing in Saudi Arabia, and it hasn’t announced plans to list outside of the Kingdom. According to Reuters, “the Saudi government will face a one-year restriction on selling more Aramco shares following the domestic listing, according to the sources, meaning any overseas IPO is unlikely to be held in 2020.”

The concept of soft power was the American academic Joseph Nye, who served as a senior official in both the state and defence departments. He believed that various concepts such as culture and communications could direct the decisions/behaviour of others without the need for military force. Soft power influences others using intangible concepts like culture, ideology and institutional norms. And it’s a concept that’s usually talked about, and wielded by, governments. Companies don’t talk about soft power (though they do care about reputations).

And that’s not all. Given that both ADNOC and Saudi Aramco are primarily B2B, it seems these exercises are means to create brands that are based on and aligned with a governmental approach to building soft power. But given they are brands whose businesses are based on oil and gas, will this approach to reputation building work with a Western public who are openly agitating for a greener, more sustainable future?

As always, thanks for reading. And let me know your thoughts.