About alexofarabia

I'm am obsessive compulsive communicator who has lived in the Gulf for almost a decade. Enjoying the challenge of working in a region where you've got to be innovative, patient and determined to make things happen. Miss being a full-time journalist! Miss family even more! Sometimes I mouth off, but more often I grit my teeth and try to encourage change through a smile (not as easy as you think). Despite now living in Dubai Bahrain is home for me.

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.

Northwestern University Qatar: A case study of civil protest through social media

I’m in awe right now. Of one professor at Northwestern University in Qatar. And also the students. They’ve shown that it is possible to hold people to account for their actions and words through civil protest, both online and offline, in the Gulf.

Let’s start from the beginning. Journalism professor Justin Martin recounted how the University’s Dean had responded to student concerns that graduation would be held on the first day of Ramadan during fasting hours by saying to 40 faculty, “They can go to hell.”

This revelation, as well as insights from others, spurred the student campus to take action and voice their views collectively. What’s surprised me is how united the response has been to this incident, and how it’s brought together all nationalities to act together, through voicing their views on social media, through protesting on campus, and through setting up social media channels dedicated to the student campus. A sample of the responses is below.

The response from the University hasn’t been any different from what I’d have expected, with a statement put out that is a sorry/not sorry and which places the blame on Professor Martin himself as the whistleblower (without naming him).

“Over the weekend a series of tweets targeting the dean and members of the staff and faculty at Northwestern University in Qatar was posted. The statements were based on comments and blogs that were made some time ago – from the last academic year to one that was posted 10 years ago.

Supporting the well-being of our community – faculty, staff, and students – is our highest priority, and we take actions like this very seriously. We will continue to monitor this situation and offer our support when needed.

As a community, we all have a responsibility to be respectful of each other and our differences. Over the past decade, there have been instances where we failed to reach that standard and for that, we apologize.

There are no claims of perfection at NU-Q; we are all human; however, we are also one community. It grieves us that someone within NU-Q would try to hurt this community that we all have worked so hard to create.”

In a region where so many grievances aren’t aired out of fear of reprisal (such as termination or deportation), it’s brilliant to see young people in a university standing up so bravely to state their views with respect and civility. The Gulf needs more of us to speak up for what is right, and Dr Martin and Northwestern University in Qatar’s students have shown that it is possible for a group to stand up and advocate for both respect and understanding from those in power. All the power to them, and I hope that NUQatar’s administration both takes the time to actually listen and act.

The Story of Abu Dhabi’s Toll Gate – Why Comms Shouldn’t Need to Clean Up After Others

When things go wrong, the first people to deal with the blow-back are communicators. Organizations need to involve comms early on, to better anticipate what may not work, and what the response will be

It’s been a month of chasing, of phone calls, visits and Tweets. And yet, there was no update, no new information. I’m talking here about my experience with Abu Dhabi’s new toll system. The idea is simple; Abu Dhabi, the UAE’s capital city, wanted to set up a road toll tax on drivers entering certain areas. To do this, drivers had to register on a website prior to the system going live (there’s already a road toll system operating in the UAE, in Dubai. The Abu Dhabi version is different to Dubai’s).

So far, so good. We had just over a month to get our affairs in order, before the toll gates went live on October 15. I wanted to be proactive, and so I went to the website to register my car. The questions were straightforward – I needed to provide the details of my national ID card, my car plate, an email and password. Simple, you’d think. I must have tried a couple of times, and I couldn’t register. All I kept getting was the below message (which really wasn’t helpful).

“Something went wrong” may be an accurate description of the whole IT system, but it’s not going to help users understand the issue

I call up the contact center. They ask for my national ID number before asking for my name (which I found strange), and then advise me to go in and log an issue. I do this, and register a complaint a whole month before the deadline. The adviser tells me I’ll get a call once the issue is solved. No call comes in for a couple of days. I call up, and there’s no update. What I do understand is that many other people are going through this same experience. I tweet, and get the same response over and over again. I’m not alone, sadly.

The inevitable happens, and the service’s introduction was delayed, from October 15 to January 1.

Given the need to register (if you don’t, you’ll be fined per day), I can imagine that there would have been thousands of people wanting help, and spending time reaching out to the government body in question. These channels would have been handled by the customer service/communication teams. I feel for the people manning the phone lines or the social media accounts, as there’s little they can do to control a situation, besides from repeating the line that “IT is working on it.”

This whole back-and-forth conversation reminds me of how uncommon it is in many regions for both communications to be brought into the design process, and how little user testing there actually is before a new system is rolled out.

It’s simple. A difficult experience erodes trust. A good experience builds trust. Transparency in challenges helps engender trust. Spin does the opposite (and lots of people will know when they’re being spun).

My hope is that this story will be a lesson learned, especially for governmental bodies who want to roll out new technologies, and who need to engage both their communications teams and potential users early on. Communications is there to help, so bring the right people in (preferably those with experience who ask the right questions, anticipate what may happen, and understand how to best engage with an intended audience), listen to their advice, and ensure that these people are part of the whole innovation process, from end to end. I’m sure I speak for many communicators in the region when I say that I don’t want to clean up for others; I simply want to help create a better product or experience which I can talk about. Are you with me?

MBC’s Suicide Bomber Promo (I can’t believe I’m writing this)

The above tweet from MBC has now been deleted

I’m going to say from the outset that everyone makes mistakes. And I also have considerable respect for work the Middle East Broadcasting Corporation (MBC), the largest broadcaster in the Middle East, has produced (Ahmed Al Shugairi’s Khawatir is the most inspiring program ever aired on Arabic-language television). But what I saw on MBC’s social media channel yesterday horrified me. Before I describe the scene for non-Arabic speakers, I’m going to share the video below.

The video was shared on MBC’s social media account on the evening of the 30th September. It’s effectively a promo for their new series of Arabs Got Talent. Someone wanted to create a video, and they thought it’d be a good idea to depict a would-be suicide bomber on stage, and choosing life instead of destruction.

The dialogue basically conveys the person on stage saying, after he’s opened up his shirt to show the explosive belt, that, “they trained me to blow you all up, but I’ve chosen life and Allah. Can I now sing.” He’s asked by the presenters what he’s doing, and then asked to sing.

There are so many better ways to fight extremism. And there are so many better ways to promote a show (and this is a promo, for anyone who is asking). Given the issues the Middle East faces when it comes to how it is perceived abroad, as well as Islam, who thought this was a good idea? And why did the presenters go along with the idea?

Let’s stop with the stereotyping BS. Extremism is a serious issue, and it should be handled as such, rather than as a prop for a publicity stunt. I’m happy that MBC has taken this down, and I hope that there’ll be discussions internally as to how to better handle such a serious subject, especially by a program which is watched by millions.

Sheikh Mohammed’s ‘Move Ahead Agenda’ and MENA’s need for more CCOs

At the end of August Dubai’s Ruler Sheikh Mohammed Bin Rashid Al Maktoum published an open letter to officials. The message, nicknamed his ‘Move Ahead’ agenda by the media, focused on a number of issues, including the need to engage face-to-face with people they are serving, the responsibility to act properly on social media, and the importance of resolving consumer issues head on (you can read a full translation here from The National newspaper; I hope future letters will be translated to English by the government, given the number of non-Arabic speakers in the country).

The underlying thread throughout the agenda was the need to clearly and proactively communicate, to promote dialogue, and to talk through challenging issues, particularly around poor service.

Sheikh Mohammed has long pushed for his country’s government to be one of the best in the world. This month he launched another initiative, to rate the best and worst performing government offices nationwide. The tweet below announced the results of the first round of evaluations, with a listing of the five best and five worst performers.

These efforts will go a long way to improve the quality of services offered to residents in the UAE. But it also got me thinking about the nature of communications in the region. Unlike in Europe or the US, communications in the MENA region is primarily tactical; its aim is to inform, top-down, or externally. There’s less in the way of strategic communications, which is used to promote stakeholder dialogues, develop reputations and set expectations, or plan and co-create with stakeholders to deliver a better product or service.

Over the past couple of years, the UAE has created new governmental roles; today, each ministry has a chief innovation officer, and a chief happiness officer. There isn’t a mandated chief communications officer role, however, which would report directly to a minister, or into the Prime Minister’s Office. My own feeling and experience is that there are not enough government communicators who are aware of new communications models or who have the strategic mindset needed to fulfill Sheikh Mohammed’s ‘New Agenda’. Rather than leading from the front and communicators setting what needs to be done to improve communications, it seems that the communications approach is dictated by the leadership of specific ministries.

Is it time the UAE government mandated that ministries appoint CCOs, invest in their communications abilities and empower those capable enough of transforming government communications? What ideas do you have to improve government communications across the region? Could this be the start of a transformation as to how governments in MENA communicate with their own people, as well as with stakeholders abroad? As always, I’d love to hear your ideas on what role the industry can play in this.