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.

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.

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?

Digital Manipulation: How To Fight Back And Protect Your Firm

Not all digital manipulation is as easy to spot as this fake image from Benetton. The ability to fake high quality content is widespread, and you’ve got to be prepared.

You may not know it yet, but you’ve probably come across content that’s been faked today. It has never been easier to fake content, both visual and multimedia (have a read of this article from The Guardian to learn all you need about deepfakes, or take a look at https://www.thispersondoesnotexist.com/ to see how realistic fake imagery is today, thanks to Artificial Intelligence). Combine the tech with the desire to fool the public, as seen during the 2016 elections in the United States, or in the 2019 European elections, and we should be worried.

What’s more concerning is the inability of governments (or even their complicity) to counter fake news. Combine this with the willingness of many to offer digital manipulation as a service, not just to governments but also to businesses, and we’re in for trouble. Especially if you work in communications.

So, what can we do to protect our organizations from digital manipulation? Here’s a simple playbook as to what you can do to both prepare and fight back against the fakery.

Give Your Brand a Social Voice

It may seem obvious, but it needs to be said. Communicators need to ensure their organizations are online, they’re on social platforms, and that they’re not just active, but actively engaging with the public. Build up an audience of followers who know your brand, what your brand stands for, and who believe in your brand. When there’s a crisis, it’s these people who will support your brand and defend it against any claim.

Look to Owned Media

Too many organizations have bypassed owned media for social sites, where we lose control. We’ve got to roll this back, and create a portfolio of owned assets online, be they websites, blogs or podcasts, which we control and where the conversation is easier to curate. In other words, switch our focus away from just the big social media sites and to owned mediums where we have the ability to build a narrative that isn’t drowned out by fake accounts, trolls, bots or others who want to drown out our voice.

Take the Crisis Offline

The third element to fighting the fakes is taking the issue offline. If there’s a potential crisis, we have to develop ways to validate what’s going on. That means responding as quickly as possible to an issue online, and getting someone to physically respond, to check if the issue is true or false. This could be for a product defect, a reputational issue, or any other problem that we may face online. Ensure that your traditional complaint channels are integrated with your social media, so you know what’s going on at every touchpoint, and you know what’s real from what could be digital manipulation.

Monitor and Be Informed

The final step is to monitor as well as we can what is being said about the brand. If something is incorrect, step in and address the facts. Listen to what is being said about the brand, learn to spot trends, and look into issues/content which seems out of place. Understand your communities, both your advocates and your detractors, both online and offline. Digital manipulation is easier to spot if you know your online community’s routines and behavior. In addition, ensure you and your team are keeping pace with technology, and experiment where you can with rolling out new tech (one simple way to do this is to work with academia; they’ll be able to help you understand technological developments, and what tools you can use to protect yourself).

If you have any experience of fighting digital manipulation, please do share it. I’d love to hear, and share, your experiences.

“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.

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.

The Truth Why Print is Struggling in the Gulf – It’s Ownership

As newspapers in both the US and Europe have shown, there’s still money to be made in good journalism. Good quality reporting is key, and that’s where we need investment.

It’s pretty rare these days that I’m moved emotionally by an article, but this one yesterday in the UAE’s The National managed to do the job. It was a commentary piece on how print can not just survive but thrive in today’s digital world.

While the article meant well, there were so many flaws that I had to write a counter-piece. One of the arguments used was media will have to specialize and focus on audience segmentation – they’ve been doing this for years through B2B publishing. Another was the need for publications to embrace social media – most journalists and publications are online, but it’s rare for digital advertising to replace print revenues.

As a former journalist, I’m passionate about the media. As a communicator, I value the ability of a professional journalist to cut through the crap and get through to the heart of the story, to report the news in a way that the publication’s readers will both understand and appreciate. Granted, we now have a plethora of ways to reach our target audiences, including social media and influencers, but nothing beats a great news piece or feature item. At their best, the media are impartial, influential and engaging.

It’s no secret that newspapers in the Gulf have struggled of late. Advertisers have moved marketing budgets online, mainly to the detriment of print. This isn’t a local phenomenon, and the issue has been discussed at length in the West for years. One answer is charging for content – the likes of the New York Times and the Washington Post have used paywalls to drive revenues. They’ve found that people will pay for good content.

The idea has been suggested here too, to charge for content to develop a new revenue stream. The question is, would you pay for locally-produced media? Is it of a high-enough quality for readers to subscribe and pay? My feeling is no. Compared to the US and Europe, there’s little original news or investigative journalism. This is understandable, given who owns many of the newspapers in the region. Publications here are often used to relay a government viewpoint, which explains why there’s so little variation in what you’ll see from paper to paper.

The countries where print thrives promote a plurality of viewpoints. Look at India, where print is thriving. If the print industry wants to succeed, it’s going to have to invest heavily in reporting news that readers want, rather than what owners want to publish. Print has a future, including in the Gulf. But we’ve got to think about what readers want, and will pay for if the media is to become a service people will want to pay for. Otherwise, we’re looking at a slow decline for what once was a thriving industry. I for one hope that day will never come.