Getting PR Creative: Technology, Stunts and Film-Making Inspirations

Wendy’s consistently uses technology to engage followers (and a wider audience), often at little to no cost, proving that creativity is possible even on a budget

Are you still stuck sending out press releases on that new executive hire? Or prepping for a new product launch with a stock photo and a couple of lines of text? Communications can often feel that it’s a function which is devoid of creativity. With this post, I wanted to inspire you to think that creativity is possible, even on the tightest of budgets. All you need is insights into your audience, imagination, and the bravery to try something new!

Creativity and Technology

I want to share a couple of technology-related ideas and concepts from big brands. One is as cheap as you can imagine (thank you Wendy’s), and another is more expensive, but also shows how new tech can bring life to a very old product.

First up is Wendy’s Fortnite. Watch the video below to see how a simple creative idea can result in a major impact.

The second concept I wanted to share is from Lego. Lego is a brand which is 87 years old. The product is known by kids and adults worldwide. And yet the brand is trying a host of new technologies to change hold children (and adults) play with the products.

One new concept they’ve launched is Hidden Side. This theme is all about ghosts! What have the good people at Lego done? They’re using augmented reality through an app on our phones to transform how we both look at our lego sets, and play with them. Creating a gaming app certainly isn’t a cheap option, but it does make me think about how new tech can give any brand and its engagement a new lease of life. Have a look at the below video to get an idea of how these new Lego sets change the concept of gameplay.

Creativity for PR Stunts

I do love a good PR stunt. They’re a simple way to garner lots of headlines, and also make a wider point about the brand/product and why it is so special. And PR stunts can be both creative and low-cost. Here’s one from Huawei, which has become a master of both PR stunts and trolling its rivals on their areas of relative weakness. Watch what they did to Apple recently. As an iPhone owner, I wish I was in that line.

Creativity in Film-Making

If you have the budget, and are looking to win over hearts and minds in the long-term or tackle a big issue, then film-making is the way to go. I’m talking here YouTube series, television or streaming services here. Two recent examples reminded me how powerful film-making can be. The first was for the new Dora movie. Whilst I’m not a Dora fan (my daughter is), the sight of a group of four teenage girls dancing to the music and following all the twists and turns brought to life how a well-crafted idea can create millions of fans and also open their minds to new concepts (I don’t think anything/anyone has done as much to promote Spanish to the English-speaking world as Dora).

The second piece of content I saw which brought home to me how powerful film-making can be to tackle big issues was Sacred Games, a fictional story about Mumbai’s gangsters and a plot to transform India. There’s a lynching scene which addresses the issue of religion and hatred in India. The scene is brilliantly shot, and has driven debate on race relations in India today in a way that no brand could do. Have a look at the scene below (it is graphic).

I hope these creative ideas have inspired you as to what you can do to liven up your approach to comms and public relations. Whether you have no budget, or an ATM in your office, there’s lots you can do to get people excited and engaged. So, what are you waiting for?

Hong Kong, Social Media and PR’s Values – A Chat with Arun

I’ve been closely following what’s been happening in Hong Kong. What interests me is how all sides are communicating, how they’re using social media, and also where the industry stands on a big issue such as democracy and transparency.

I reached out to Arun Sudhaman, the CEO of the Holmes Report. Arun is both based in Hong Kong and is one of the leading journalists for the public relations industry worldwide. Here’s our talk on what’s happening in Hong Kong, the impact of social media today, how communicators are struggling with their values and what’s being asked of them, and why purpose is such a hard issue to get right.

Enjoy the conversation, follow Arun’s work on the Holmes Report, and share your thoughts!

Is it time for a debate about how the PR sector deals with Ethics?

Why isn’t the PR industry able to get a grip on and deal with ethical breaches? (image source: Greenbiz)

Don’t fall asleep. Please don’t. What I’m going to say matters to our industry and profession. Over the past week there have been a number of big reads about ethical issues. First there was Fleishman and accusations of astroturfing about a project in Manchester. Then there were the revelations about how Monsanto and FTI Consulting sought to discredit journalists and activists who spoke up about Roundup weedkiller. And there was an interesting read from Stephen Waddington on Dominic Cummings, the communications tactics used during the Brexit campaign and why our political campaigning laws are not fit for a world where online advertising now dominates.

What is good is the increasing focus on ethical issues in the industry. We need to talk more about ethics, and realize the importance of this issue. What’s leaves much to be desired is how we are dealing with these issues as an industry. Our associations follow an approach of only investigating an issue once a complaint is made, leading to far too much reaction and not enough pro-active engagement (while I’d like to give the PRCA credit for agreeing to investigate Fleishman, it’s strange how this has occurred – Fleishman has asked the PRCA to investigate its own alleged breach of ethics. Fleishman’s Jim Donaldson is also chair of the PRCA Board of Management).

In some cases, associations aren’t even willing to investigate ethical issues. Case in point is my own experience with MEPRA last year, when I privately and then public asked about how new board members were being added, in a process that was in breach of the bylaws. What was the response, which was supported by many of the board? To paraphrase, “We failed on corporate governance, but you can now go jump…”

Many of us feel that censuring Bell Pottinger was the right thing to do after what they did in South Africa. And yet, the complaint against BP wasn’t raised by a public relations practitioner, but rather a political party and a journalist. Anyone who works in public relations will know a story or two about ethical breaches (always about someone else, of course). And yet, we’re not willing to speak up. Is it because we don’t want to speak ill of the industry, or that we don’t want to be seen as a trouble-maker (only own experience with MEPRA would suggest the latter).

Whatever our reasons for not talking, ethical issues are going to compound, given the increasing ease by which anyone can manipulate digital media. We’ve got to ask ourselves if there’s a better way not just to deal with ethical breaches, but also to educate members about ethics in general. This is a reputational issue that impacts us all, and we’ve got to start talking about an approach to ethics that is fit for today. What say you?

Has the PRCA become MENA’s industry association for communicators?

I’m going to start this post with me eating my own words, and those words were written in 2016. The London-headquartered Public Relations and Communications Association (PRCA) had just started its operations in Dubai, and I’d criticized them for not engaging with the local association, the Middle East Public Relations Association, and for not being in tune with what the local market needed.

Three years later, I’m happy to say I was wrong. The PRCA MENA chapter has launched a number of big, inspirational initiatives, such as the MENA awards, the Cannes Young Lions for aspiring communicators in the region to present at the world’s biggest marketing event, and even Arabic-language initiatives such as NextGen Arabia to mentor local talent.

What has surprised me about the PRCA MENA has been its ability to expand into the region’s key markets. The organization has chapters both in Egypt and Lebanon, two countries which are the feeders of markets like the United Arab Emirates. The PRCA has moved quickly to establish itself as an entity that is locally based across the region. What has also impressed me is the PRCA’s willingness to reach out and work with other groups.

Where does this leave MEPRA?

For a decade, the Middle East Public Relations Association was the only representative body for communicators in the region. When the PRCA opened up shop in Dubai, my hope was that competition would drive MEPRA forward.

At that time, I was on the MEPRA board and was pushing for geographic growth and more partnerships. Back then, there was a chapter in Qatar, and my hope was that we’d open up in Saudi and Jordan or Lebanon.

Three years later, there’s no chapters outside of the UAE (the Qatar chapter closed down). There are partnerships in place with the CIPR, which is benefiting MEPRA members with additional training options. However, I’d have liked to have seen wider agreements with other organizations to promote certification and best practice sharing (there’s an agreement with the Arthur W. Page Society, but I don’t see how this benefits the mass membership, given Arthur Page is focused on senior practitioners).

I have full confidence in MEPRA’s chair and vice-chair, and I was glad to hear of their plans to do more in Saudi this year. But it’s also clear to me that decisions made to make MEPRA stronger after the PRCA MENA launched in 2016 haven’t resulted in more agility and the ability to get things done quickly.

The region needs a strong local body, and I hope that MEPRA becomes a regional association that is present in the major markets across the region. At the moment, the PRCA seems to have become a membership body that is present where most of the region’s communicators are. And that can only be a good thing as we look to bring the industry together and raise the standard of our profession.

“Spoiled Journalists” – Why Communicators Should Support MENA’s Declining Media Sector

The Gulf’s media has had a shocking year so far, with a series of journalist layoffs in the UAE. Is there anything that communicators can do to support the journalists they work with?

I’ve been around the block, and I’ve read, seen and done so many bizarre things in my profession that I’m rarely phased. But there’s a moment once in a blue moon when I have one of these moments where I’m reliving Arsenio Hall.

What set me off was a piece published by PR Week Middle East. The journalist had interviewed a Dubai-based public relations practitioner. The title was “Journalists and Social Media Influencers are too spoiled.” I’ll share just one quote from the piece, which you can read after subscribing to PR Week.

Social media influencers and journalists are being so spoilt and most brands raise the bar very high because they send expensive gifts and also, they have been bombarded by hundreds of pitches a day. This will make it near enough impossible for our brand stories to get noticed in the sea of emails flooding to their inbox – as well as the number of gifts they receive.”

Firstly, I don’t understand how any PR person can lay the blame on the media when the gifts are being sent by the PR people (Santa, why did you bring me so many presents this year?). And secondly, at least for much of the media, this just isn’t happening.

The Media is Collapsing

Over the past month I’ve heard first hand about three dozen journalists being fired from two of the largest publishers in Dubai, the Gulf’s media hub. They’re either being offered salaries which are up to a third lower than what they’re currently making, or they’re being laid off because the ad money is being put into digital (read Facebook and Google).

Why does this matter to communicators? Firstly, the expertise of these journalists is invaluable; they know their beat given their local experience (most journalists are expats, and new journalists often come from outside of the Gulf) and they’re able to put stories into context (one journalist who was laid off from Gulf News is probably the best investigative journalist in the Gulf today). Secondly, like in other parts of the world, the number of public relations people is increasing, and the number of journalists is decreasing. Publishers are increasingly turning to freelancers, not just to provide copy to but actually run publications (they’re cheaper, as their direct and indirect costs are lower – think no medical insurance, no end-of-service benefits etc).

What is different in the Gulf is that without employment, expats must leave. There’s no gig economy to speak of, as individuals aren’t free to take on multiple roles/jobs (unless they’re nationals), and few ex-journos are willing to set up content shops given the costs of visas and setting up business licences. In addition, those journalists who remain are frequently finding themselves overextended, and they’re being asked to take up non-editorial activities, be it supporting on sales pitches, or arranging events.

How Can Communicators Help?

While I’d like to think that the global decline in print media is reversible, I’m not that naive. However, as communicators we have to play a part in supporting the journalists we work with (I’ll always have a soft spot for the media, partly because I respect what they do and partly because I don’t want my job simply to be about working with influencers).

Firstly, we’ve got to clearly state why earned media makes sense to our clients. In an age where trust in other media types is falling, much of the public still believes what they read in their newspapers and magazines. We’ve got to go further than this, and start looking at how we can work with media outlets on concepts such as native publishing. If media engagement matters to us, we have to think how we can support these outlets financially whilst ensuring that editorial and sales lines don’t blur (much of what we do with influencers is paid).

Secondly, I think many of us would benefit from spending a day on the media side. The person quoted in the PR Week article is right in one respect – there’s far too many pitches being made, pitches which aren’t relevant and which add little value to the audiences we’re trying to engage with and influence. We’ve got to move away from the mass-blast press release, and start thinking more critically about how we can create content that is both right for a publication in terms of its audience, and is of a high enough quality for the editor to say, “I’d like to run this piece.”

What I feel will eventually happen is that regional brands will start to move in the direction of organizations in Europe and the US by hiring former journalists as in-house content heads. A part of me would welcome this (the quality of content put out in this region needs to be drastically improved), but a part feels that we’ve got to think long and hard as to how we can work with the media industry to explain why they matter and how they should be considered a critical piece of both communications and advertising strategies for organizations in the region.

Given that last thought, I do hope that the Middle East Public Relations Association (MEPRA) will also step up and support the media sector; MEPRA shared the PR Week story without any comments on its own stated view for or against the “spoiled journalist” opinion. We need leadership in this space, and it’s got to come from industry bodies.

As always, I’d welcome your views.

Westernizing the Middle East? Another success for the PR industry…

Remember the last time someone talked about Westernizing the Middle East?

I’m a PR person and former journalist with a long memory. Recent days and talk of tensions in the Gulf have reminded me of a time prior to 2003, when those wise and experienced neo-cons in the West (who know the region much better than those who are from the region) asserted that the invasion of Iraq would transform the Middle East for the better.

The PR industry is responsible for many things. We’ve helped promote transparency, and occasionally gotten our senior leadership to open up to the media and general public. We’ve also been responsible for negating some of the worst crises you’ve never ever heard of. Well, now we’re also responsible for bringing enlightenment to the nether regions of this planet called Earth.

I’m not sure if the BCW CEO Donna Imperato meant to follow in the footsteps of such luminaries as Dick Cheney or John Bolton when she spoke the following words which were quoted by PR Week. But that’s what I pictured when I read the below.


“It’s important to help Westernize the Middle East. It’s good if Western companies are investing there. It will help modernize the governments and culture if you bring Western ideas, thinking and products into that part of the world. Scolding them is not going to help them modernize and make their people freer. I would take on education, destination, and tourism assignments in the Middle East. We’re particularly proud of the Ford ‘Women in the Driving Seat’ work in Saudi Arabia where women got to drive for the first time.”

It’s usually us clients who are putting our foot in our mouths, and our agency partners who rush in to help us. But making such a statement isn’t only reminiscent of colonialism, but also of what happened a decade and a half back (as well as more recently with tensions over Iran).

As communicators our job is to promote understanding. We’re best doing this by seeking to understand our diverse audiences. Donna, I’m always up for a chat as to why the Middle East needs many things, such as more respect for human rights and transparency. However, the last thing we need is more ideas like this which demean the region. And if you’re too busy for a chat, then how about grabbing a copy of Edward Said’s Orientalism. We can then talk about how we can encourage more American school children to learn Arabic numerals in school.

A Capability Framework for the UAE’s Communicators – Why does this project matter?

This time last year, the Global Alliance released the Global Capabilities Framework for Public Relations and Communication Management, the fruit of a two-year research project led by the University of Huddersfield (UK).

This research asked practitioners, educators and employers in eight countries across six continents what they thought public relations is capable of, and how it can best fulfill its potential.  The combined outcome, the Global Capability Framework (GCF), can be used by communicators to both assess their own capability and potential, and set their own goals for their own development. The GCF should be also used by employers to understand how to improve their team’s strengths through training. Third, educators should look to the GCF as a basis for their curriculum’s development.

What matters most to me is the country frameworks, specifically tailored to large markets where there’s a substantial communications function. There are country frameworks for Australia, Argentina, Canada, Singapore, South Africa, Spain, Sweden, the UK and the USA.

To date, there’s not been a country framework for anywhere in the Middle East, but this will change. Zayed University’s College of Communication and Media Sciences is undertaking an initiative, in partnership with the University of Huddersfield (UK), to build a capability framework for communicators and students in the UAE.

For the first time, we will have a practical aid that will help individuals, teams, employers and educators understand what are the key skills that we must focus on to both grow as a profession, and become more influential with our stakeholders. A UAE framework will reflect the cultural and regional variations in public relations as it is practiced in the UAE, and it’ll act as a guide for our future development. It will help us understand where we must improve as a nation if we’re going to become a global leader in communications.

I’m excited about a UAE framework, in terms of what is means for communicators, employers and educators in the country. I’m also excited about how this country framework can become the first of many national frameworks across the wider Middle East. We’re still in our infancy as a function, and we have much more to achieve. National capability frameworks will help us become better communicators in a shorter space of time. Thank you in advance for everyone who will take part in this ambitious project, especially Zayed University’s CCMS.