I’ve been reading a fair amount of media of late. In one interview, the executive spoke about how she’d simply walked into an organisation’s reception and asked for a job. In another, the author spoke about how her country is leading the way in gender equality. And in the third piece, an opinion editorial, the author spoke about how much more hope there is now than twelve months back.
All of these views reflect their authors’ experiences and beliefs. What struck me as a reader was how their perspectives were different from my own. For example, I’d never be in a position to walk into any office and say I want to work here, at least not in the region I’m in (it very much felt like a statement made from a perspective of privilege). And for billions of people living in countries which have yet to receive any vaccines, the future is far from hopeful.
The point I’m very much trying to make here is that we all see and understand communications from our own experiences and beliefs. And executives who want to make a specific point need to think about what they’re trying to say through the lens of others.
By acknowledging differences in your argument and talking points, you strengthen your ability to persuade and convince others. Empathy is a powerful means to build partnerships and advocates, and the best way to do this is to listen to and understand what others are saying, especially those who are different than you (that’s why diversity and inclusion are fundamental to effective communications, and why all communication teams should be diverse).
Dr Kevin Ruck, Howard Krais and Mike Pounsford have done extensive research into listening and communications. Have a listen yourself into what they’re saying here. And let’s do more to acknowledge the other(s) in proper dialogues.
We’re a couple of days out from International Women’s Day, the time of year when we all look to gender equality. But I want to get the conversation started now, and on a different issue. A couple of events have gotten me thinking about the issue how women are treated in the media and marketing sectors in our region.
Reem’s piece is both general and personal, and Reem details her own stories of abuse. Chillingly, she describes one experience of an uninvited sexual proposition by a journalist in Dubai. It’s a story I feel many women here will be able to relate to. I’m sharing a specific piece from that story below.
Some of you may have noticed that I referred to Reem as having been based in the Gulf. She wouldn’t have been able to publish this account if she were still based here. And no media outlet would carry it, even if she weren’t based here. This is due to the region’s defamation laws, which are criminal offenses. And that brings me to my second reminder. Which I can’t even talk about, despite the seriousness of the sexual harassment allegations being made and the fact that everyone would know the organization.
And that for me is the core of the issue. In the Gulf, we can’t talk about sexual harassment, except in broad brushstrokes which have less meaning. The perpetrators get off, scot free, with little impact on their careers or their reputations. While the victims have to live with the abuse for the remainder of their lives.
If the media and marketing industry is serious about tackling gender equality, they’ve got to start with this. And that doesn’t mean making a statement about the issue of gender equality in the company, talking about the need for purpose in communications or bringing in a female head for a couple of years. Rather, it means rooting out the issue of abuse and harassment. What we have to do must include:
Trainings on sexual harassment and gender bias at the workplace, for all staff (most especially management);
Proper investigations into sexual harassment allegations, including with the authorities – these are criminal offenses, and should be treated as such, and
Anyone found guilty of sexual harassment should be blacklisted from agency groups, and future employers should specifically ask about this question when asking for references.
These are the basic steps the industry must take to address the issue. For all the talk about equality and opportunity, if women don’t feel safe in our industry then we’re not going to make any progress on these other issues. Who’s with me?
The past twelve months has been the hardest I can remember as a communicator. And one of the big issues we’re all facing is on ethics. Given it’s ethics month for our profession (thank you for this initiative Global Alliance), I wanted to highlight the issues around ethics. We’re being pushed to get out news that’ll raise confidence in our organizations and industries, but the big downside is obviously sharing information that isn’t fully accurate. The consequence of this is a trust deficit, both in our brands as well as the response to the pandemic.
One example that I saw this past week was from Etihad, the Abu Dhabi-based airline. The company’s CEO spoke to Bloomberg and made the claim, as reported by Bloomberg, that the airline is the first to fully vaccinate its crew (you can see the interview here).
Etihad followed this up with a press release and social media posts, an example of which is below.
I understand the airline’s challenge. The aviation sector has been hit harder than any other industry. And they want to give people the confidence to fly again. They also want to assure governments they’re doing everything they can to keep people safe and not spread the virus.
The danger is that this information isn’t fully accurate. How do you define vaccinated? Well, it turns out our definitions may not be the same as the airline. Reuters did good work and asked that question. It turns out that Etihad hadn’t given all of its staff two doses, which is required by pretty much every available vaccine here in the country (you can read the report here).
In a rush to get out a positive headline, was the decision that the Etihad team took the right one? Will their messaging now engender trust? If Reuters hadn’t have asked the right questions, we wouldn’t have even gotten to the accurate, factual picture behind the headline.
Trust matters more than ever. And we have to be as accurate as we possibly can so that our stakeholders understand what is happening and why. Let me know your stories this ethics month. And let’s remember that ethics will always matter. Our interpretations may differ, but the facts don’t change.
If you’re in the UAE, you’ll probably have already seen the news about the UK banning direct flights from the country. If you’re in the UK, you’ll probably be asking yourself how all the influencers who are apparently over in Dubai are now going to get back.
This decision isn’t good for the UAE. But could it have been avoided through better communications? Let’s first look at how both are faring? The UAE’s cases are increasing, but haven’t crossed 4,000 a day. In contrast, the UK is registering over 28,000 a day as I write this. And the UAE is second worldwide for vaccinations of its population, behind Israel. The UAE is targeting half of its population being vaccinated by the end of March.
So what’s prompted this decision by the UK? The UK government says the decision to add the UAE to its red list, alongside Rwanda and Burundi, is in response to new evidence showing the likely spread of a coronavirus variant first identified in South Africa. But does this hold weight? Denmark took a similar step a couple of weeks back, after discovering one passenger on a Dubai-Copenhagen flight who had the new strain.
It seems that the UK’s policy has been headline driven. There’s no doubting that. But should the communications teams working for the government have spotted these sentiments earlier and understood what the headlines would mean for policy regarding travel between the two countries?
Simply put, yes. And this is why a lack of diversity works against good communications. Any person familiar with the UK press and the British sentiment/mentality would understand how the overall negative sentiment towards those Brits in Dubai would shape government policy. And they should have flagged this as early as possible to the UAE’s own policymakers, with suggestions on how to counter this perception of the UAE being a place where people could escape to and avoid Covid-19 restrictions.
Over the past decade, there’s been a standing policy in much of the Gulf to localize government communications. The crisis we’ve all faced over the past year underlines why a best practice approach to communications must include employment practices that help the communications function’s diversity mirror the diversity of the overall population.
I hope that one lesson we learn from the past year and the past month is the need to embrace diversity in communications, in all its forms. We should help develop and include more local communicators in the industry, but there’s got to be an understanding that this must be done alongside promoting diversity. Otherwise, we’re going to find ourselves in more avoidable crises as the one we’re facing today.
It’s safe to say that 2020 wasn’t a vintage year for trust; social media was a cesspool of conspiracy theories related to the pandemic, China, vaccines, and of course US politics (apparently, Washington DC is full of child-kidnapping serial killers who own pizza shops).
The above has been certified fresh by public relations firm Edelman. In its latest annual Trust Barometer survey, the company has done its polling of thousands of people worldwide, and the results are in. Businesses are trusted more than any other group (that includes NGOs, governments and media). Businesses are also seen as the only segment that is both ethical and competent.
Now, there’s both opportunities and challenges here. It could be argued that business is more trusted because it hasn’t taken sides on issues – that’s beginning to change after events last year and in January 2021, with many firms in the US and Europe weighing in on politics publicly. CEOs are increasingly being listened to on issues that have major societal impact (Brexit is a good example of this in the political space. Other examples could include the impact of technology on employment).
But any political stance a brand or the CEO takes is also going to lead to polarization. Take the example of Nike, Black Lives Matter and boycott campaigns. Any public stance, such as advertising on Fox News, can also be taken as a public stance on politics, and lead to calls for boycott.
Some firms are taking a clear stance on issues such as sustainability through their stated purpose. Unilever is a great example of this – the argument goes that younger consumers are looking for brands that share their beliefs and are acting to improve society. However, I’d argue that many CEOs are still risk-averse, and don’t want to be seen to be offending anyone. This is even more true in non-democratic societies, where governments don’t face public pressure through representative systems (my one criticism of Edelman’s Trust Barometer work is that the public/informed consumers in non-democratic societies cannot freely speak their minds, or are consciously/subconsciously pressured to respond in a certain way). I doubt I’d ever see a CEO in my region speaking in a way that may be interpreted as even mildly critical of the government – they’d be out of a job (and the country if an expat) within 24 hours.
Edelman highlights a number of areas where businesses can build a trust surplus. Some are pretty simple – the climate is an issue that we all should be talking about, including businesses. There’s the response to COVID-19, as well as what we can do to further economic growth, and put long-term “thinking” over short-term profits (my assumption here is that the public are referring to income redistribution). There’s one element which will make every journalist howl with laughter, which is “guarding information quality”. In my view, businesses struggle more than any other group with transparency, so I’d love to have Edelman clarify this point (again, my assumption is that as media is less trusted, businesses have to become better at telling their own stories).
I’m going to leave it at that for now. Do have a look at the full report, and let me know your thoughts. Do you expect businesses to speak more openly in 2021? If yes, why and how? And if no, why not?
It’s the new year, and a time for renewed hope. Just like me, many of you will be happy to see the back of 2020. The pandemic has caused so much harm and devastation. And we have a host of vaccines to choose from to protect us from the worst of the coronavirus. And yet, we’re not over the pandemic yet. The numbers are going up globally, and we can expect the worst spikes in the days to come following socializing over the holidays.
What’s the most frustrating is that the end is in sight. In a matter of months, hundreds of millions of people can and should be vaccinated, providing a level of herd immunity in many countries that’ll slow down the spread of the virus.
While we can end the pandemic, there’s a number of complications. The first is people disregarding health and safety guidance, including the wearing of masks and social distancing – this speeds up the spread of the virus and diverts medical attention to treating the sick and away from inoculation campaigns. The second is those who don’t want to get vaccinated.
Over the past year, those working in the communications industry have been dedicated to supporting their organizations raise awareness of health and safety best practices. They’ve created millions of hours’ worth of content and pushed it out to workforces. They’ve developed an understanding of what types of messaging work, and how to best push this messaging out to make people understand how their behaviors and actions can keep them and their loved ones safe.
Given the fatigue after what we’ve gone through and the reluctance, even skepticism, about vaccinations among the public, it’s time for the communications industry to support and even lead awareness campaigns. Two issues are key – the first is to get home the message that the coronavirus is still rife and we must all behave responsibly. The second is to correct misconceptions and even fake news about new medicines and vaccines (I’m not putting any stock in the social media platforms and their pledges to remove fake news on their sites).
What we need is an industry-led effort, guided and directed by those national and international associations through whom we can combine learnings, ideas and activities. I’m convinced that hundreds or thousands of communicator volunteers would join and help win the trust of the public. For every person who follows mask-wearing and social distancing guidelines, and is convinced to be vaccinated, we’re one step closer to getting case numbers down.
I’ve seen how communicators responded to when the coronavirus first hit; they gave their time and energy for free, and supported colleagues who were struggling with how to respond. And I know that they’ll want to play their part now, to come up with ideas that’ll capture the public’s attention to change both attitudes and behaviors. The idea could be simple as social media visuals for people to use when they’ve been vaccinated or using storytelling for hard-to-reach communities.
There are so many ways for communications around these issues to be done better. If any communicator wants to make a resolution for 2021, let it be for them to have an opportunity to contribute to a global campaign to make the public understand what they need to do and then get them to do it. The art of communication has never been more important, and that’s why for me 2021 should be the year of the communicator. Communications is key to us ending the pandemic as soon as possible.
I hope I haven’t put you off reading this blog, but I wanted to spell out in simple terms what we communicators can expect in 2021. Whilst we do have vaccines and many countries are rolling out inoculation programmes, many of the fundamentals are the same as last year – we’re facing a global pandemic, many people are falling sick, and even more are ignoring health and safety advice. There’ll be more economic ups and downs, lockdowns, and stimulus plans. And communicators will have to do crisis comms on top of their daily work.
Let’s look at the basics, as to where the big focus areas will be in 2021.
Internal Comms is still a top priority
Last year was momentous for internal communications, especially in markets/regions where the function came a distant second to external communications. During the pandemic’s first couple of months, the focus shifted inwards. Communicators were tasked with ensuring employees were educated on health and safety, and in pushing executive messaging. Internal communications came into its own, and the value of good internal communicators was obvious.
Given the state of the pandemic in most countries, I expect that internal communications will remain key to every organization over the next twelve months. Not only will internal comms be top of mind for leadership, we’ll also see more innovation in this space. The number of employee podcasts launched last year in the UAE alone surprised me (though I do wish we’d learn to create content simply and timely, rather than overproduce). We’ll also see more use of martech in the internal comms space in 2021. This is an area to watch and, if you’re a young communicator, focus on for growth and specialization.
Budgets/Owned Content are King for External Comms
On the external side, there’s two issues that’ll determine how well you’ll be able to communicate. The first is money. Specifically, it’s how much money you’ll spend on advertising with your media partners. Last year was brutal for publishers, and the editorial mandate is simple – any editorial space will go to advertisers. I know many editors who aren’t happy with this, but they have little room to maneuver. Unless you have an absolutely brilliant media relations person who’s quite literally related to every journalist out there, you’ll need to up your ad spend if you want to get more coverage.
The other route is owned content. And expect to see more blogs, vlogs and podcasts being launched in 2021 (I’ll admit, I was expecting more in this space in 2020). External communicators are going to focus on their media creation and editing skills in 2021, or spend more money on agencies to help out. There’s still the obvious challenge of amplification – if you’re pushing out via social media, you’ll need to either put ad spend in or work with influencers (including your own employees). The other route to take is using emailers. It’ll be fascinating to watch what happens in the external comms space in 2021.
Fighting Fake News and Rebuilding Trust
The pandemic won’t be over until enough people are immune/following health and safety rules. And, as we’ve seen in 2020, there’s a large segment of society that don’t believe what is said, or just ignore the advice. The biggest challenge for every communicator out there is to work to combat fake news, especially online, as well as regain the trust of the vast majority of the population. I’m already seeing people I know who don’t want to get vaccinated because of what they’re seeing on social media, despite them having relatives who have had this terrible disease.
What’s also apparent is that healthcare communicators need help. Just as the industry came together last spring to help those Communicators who needed support, I feel we need a global effort to come up with ideas and campaigns that’ll promote vaccinations and burst fake need bubbles (I don’t expect any help from the social media platforms on this issue). I’ll write more on this in the coming days.
They’re my three big thoughts for 2021. Let me know yours. And, whatever happens, I wish you all the best of health and success for the coming 12 months.
Are you creative? Of course you are. Who isn’t? It may not surprise you that the cultural and creative industry is one of the world’s largest sectors by job creation and economic value. In 2015, EY and UNESCO reported that this sector generated US$2,250 billion a year, or 3% of world GDP at that time. The sector employed 29.5 million people, or 1% of the world’s active population.
The creative sector matters, both globally and to the region. Dubai Media City, the Gulf’s largest creative cluster, is home to 1,600 companies. Abu Dhabi’s TwoFour54 hosts over 600 firms. Other countries are looking to create their own local creative sectors; Saudi Arabia inaugurated its own “Media City” in Riyadh earlier this year.
There’s an awareness at the highest levels of the importance of creative industries; creativity is at the heart of numerous industries and functions, such as entertainment, marketing and branding.
That same sentiment may not always be felt by those working in the creative industry, particularly agencies and freelancers. The impression I often get is that creativity isn’t valued. Why, you may ask? Well, like everything, it comes down to price and payment.
Let’s talk value. I’ve been in the industry long enough to remember when copywriters, journalists and editors would get paid a couple of Dirhams a word. The value of the written word has perpetually fallen, and I’ve seen creatives offered less than one Dirham a word. The quality of what is produced is secondary to its cost.
And then there’s payments. Chasing bills is a way of life for many agencies and freelancers, especially when working with certain government agencies (some government agencies I know are exceptional in paying on time). It’s not unusual for payments to be made up to a year after a job has been completed. I find this behavior puzzling. Government agencies are less likely to have cash issues than their private sector counterparts. And any delay in cash flows inevitably leads to stress on staff salaries and payments to suppliers. There’s also the reputational impact; many of my colleagues in the industry simply don’t want to work with government agencies for fear of not being paid on time.
Given the stress caused to the economy by the pandemic, many creatives are struggling to stay afloat. Being paid on time and at a decent price will help them get through 2020. In contrast, payment delays and underpayment is going to drive many creatives to shut up shop and leave the region.
Good creatives matter. Just ask any marketing head about why creativity matters. Corporate and national brands need the very best minds if they’re going to stand out in the minds of their customers. We need to be encouraging the very best creatives to come to the region and work here. With that sentiment in mind, I’d ask what is creativity worth to the Gulf? I’d argue that the creative industry’s value is more than many of us are willing to pay. And that needs to change.
I’m just going to get it out there; this year has been awful. There’s literally bad headline news every day. As if that isn’t enough, we have to contend with a once-in-a-century pandemic (just in case you’d forgotten). The implications of what we are all facing are a health crisis, economic crashes, and worse.
Mental health is one issue that I’ve had to face and work on. I’ve worked in communications and marketing for twenty years, and I’ve never struggled more than now. The work seems to be endless, and the “home office”, devoid of any social interaction with colleagues and friends, can mean twelve-hour days without meaningful human engagement. There’s random guilt as well, mainly over seeing friends being laid off while I’m complaining about how much there is to do. And there’s the obvious worries about how to keep others safe. These are the big, substantial concerns. There’s a thousand others which I have to contend with every day.
I’ve always had coping mechanisms to deal with stress and negativity, but I’ve had to adapt them given what we are all living through. And I wanted to share them with you. Even if just one of these mechanisms helps, it’ll have been worth the time and energy put into this piece.
Be Social – When I was commuting, driving between my home and my office, I’d call people on the hands-free and just chat. It was a wonderful way to keep in touch with people. I’m doing the same, but from home. I’m picking up the phone and just calling friends. I dial a number for no reason other than to ask someone how they are. It’s been great to talk with old friends, and it puts me in a different frame of mind, at least for a couple of minutes.
Fix the Miscommunication – Working side-by-side with others makes for simpler communication than email. There’s the body language, the tone and the delivery. None of this is apparent on email. And sometimes I misread the email. And I’ll get snarky, which doesn’t help me or the person I’m communicating with. I often find it’s useful for me to pick up the phone and just chat over the email, so that I’m clear what’s needed. It also helps the relationship, as it shows the other person I’m putting in the extra mile to get the work done.
Find Your Release – Each one of us has a distraction, or even a passion that can distract our minds. For me, it’s early morning walks and writing. These releases help me rebalance, and put me in a good mood. What helps even more is to have a routine that includes these releases. What’s your release? And are you doing it every single day? Switch off your mobile and close the computer. Go and do that release for half an hour at least. It’ll put you in the right frame of mind.
Get Away – I don’t mean right now, of course. What I’m referring to is a break of a couple of days. I didn’t travel this summer, and I love my vacation. What we did do as a family is a staycation for a couple of days. And it was a wonderful release to get away from home, leave the laptop behind and just relax. If you can, get away on a regular basis. Even if it’s only for a couple of days, traveling makes me forget all of the stresses and pressures of work.
Reach Out For Help – I’m very lucky. I have an incredible partner who has worked in senior marcomms roles. She understands my job and its stresses. And I have an amazing five year-old daughter who tells me to “come and play”. They know when I need a break, and they tell me to take it. Others may not have this family support. If you are feeling down, reach out for help. It can be to a friend or a colleague (I’d like to say a charity such as the UK’s Samaritans, and I hope we’ll have such charities here one day soon). Don’t suffer alone, and don’t feel ashamed. Your mental health matters, and it’s a sign of strength to ask for support.
I’ll be speaking more about this and other topics with a brilliant panel arranged by Campaign Middle East on the 26th October at 2pm. Please do join me then – the signup link is below. And in the meantime, do take care of yourself.
I’ve always advocated for communications to be diverse and inclusive, to represent the publics the organizations deal with. But we’re getting to a point (and time) where localization needs to be rethought. We need the best people in the job, who have the experience and ability to communicate effectively. Now more than ever, good comms keeps people safe and can save lives. There isn’t the time to learn on the job, which localization has encouraged.
I know this appeal will fall on deaf ears, but semi-government and government must revisit localization policies, at least temporarily. A pandemic is not the time when people are prioritized for hiring simply based on their passport and not on their ability to do the job. We must hire on merit, not on nationality.