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Organizations invest in training mainly to develop the skills of their staff and ensure better productivity and profitability.

But as far as communications training is concerned, the advantages go beyond development and productivity. This kind of training equips the organization with the necessary tools to build and manage its reputation.

By simply reading a newspaper every morning or watching television or surfing the internet, people develop perceptions on certain organizations. Whether it is a business announcement, an interview or a response to some issue, this piece of publicity tells a story about the organization, in fact.

What your employees tell their families, friends, colleagues and the wider communities about the organization also contributes to its overall perception.

Your ‘story tellers’ are the communicators, spokespeople and staff. Understanding why to communicate, what to communicate, and how to communicate improves the quality of content communicated to the different audience group.

Equipping the ‘story tellers’ with the knowledge and experience is important and if ‘practice makes perfect’, then training for sure is the starting point!

– Tania Atallah, Account Director, H+K Strategies Dubai

H+K Strategies offer a range of training courses for executives and management involved in communications – from media relations to crisis management; executive spokesperson training to delivering presentations with impact.

Visit H+K Strategies Dubai on LinkedIn for more information on specific courses.

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Last week H+K Middle East lost a leader, a great man who – in seven short years – took Hill + Knowlton’s regional business to new heights. He inspired many of us to strive beyond our expectations of ourselves, challenged our clients to new ideas and created opportunities for the organisation through his dedication and commitment to the world of communications and the region as a whole.

H+K worldwide is collecting memories and tributes to ‘the big man’, compiling the thoughts of colleagues, friends, H+K alumni, clients, partners and media into a book to share with his family and friends. If you would like to contribute, please see LinkedIn for details, and send your tribute by Tuesday 2nd October.

In the meantime, we leave you with the thoughts so eloquently expressed by our friends at The National this weekend.

http://www.thenational.ae/thenationalconversation/industry-insights/media/tragic-loss-leaves-a-very-big-hole-at-hill-knowlton

When thinking of communications, the focus can rest on flashy PR campaigns that generate a sizeable amount of coverage. And when the impact of the first campaign withers away another campaign is formulated create another wave of recognition!

Effective communications is about sustaining a momentum that builds, elevates or maintains the organization’s profile and help it achieve its business goals. Here is an ABCD (and E!) approach to make it happen:

Step 1: Align– understand what is your organization trying to achieve (business goals), where did communications fail or succeed in the past and what could be done better.

Step 2: Build– develop your plan to take you where you want to be and set metrics. Prepare the messages, content and formalize your processes.

Step 3: Communicate– engage with your audience and convey your message in their own language using tactics that they can relate to and channels they trust!

Step 4: Discover– did your message resonate! Did it manage to shape or change perceptions? Research in the form of audits, surveys or focus groups can tell you!

Step 5: Evaluate– revisit your plan, messages and tactics to bridge any gaps identified in the previous stage and engage again.

Communication is an ongoing dialogue between an organization and its stakeholders and never a stand-alone monologue!

It should be looked at as an organic function that adapts to the organisation’s evolution, market change, stakeholders’ perceptions and community needs.

– Tania Atallah, Account Director at H+K Strategies, Dubai

The past two years has been a turning point for our generation as market prospects changed and economies deteriorated. The vicious cycle of the global economy diminished employment prospects to an all-time low in many countries which has also become increasing prevalent across the region.

Over the last year we have witnessed the rise of the “Arab Spring” and seen the youth call for improved economic conditions and better employment opportunities. This revolutionary period has also seen individuals calling for a better future for generations to come by placing governments under pressure to find solutions and fast. They want answers to their questions; will I find a job after graduation? How can my public and private sector help my employment prospects? What other avenues are available to me?

The answer is to build up entrepreneurial capacity amongst today’s youth.

By working together, governments and the private sector in the MENA region have the ability to build the skills of the future generation so that entrepreneurship becomes a viable career option as starting a new business provides an economic advantage to a community.

Over the next 10 years, the average annual growth rate in the labour force in the MENA region is an estimated two per cent per year; youth need to take matters into their own hands by taking the initiative in creating jobs for themselves and others.

Hill + Knowlton Strategies has a long standing partnership with INJAZ Al-Arab to help foster entrepreneurship across the region. INJAZ Al-Arab focuses on working with the private sector and government to educate students and provide them with the necessary skills and qualifications needed to succeed as entrepreneurs.

Recently named one of the top NGO’s in the world by Global Journal, INJAZ Al-Arab operates in 15 countries across the MENA region and is a member of Junior Achievement Worldwide. INJAZ Al-Arab programs provide middle school students with entrepreneurial mentorships; a great example of how the private sector can support and benefit the next generation of business leaders. INJAZ Al-Arab gives the Arab youth an opportunity to tackle entrepreneurship head on with no fear. Once they believe in their potential and live their dreams, they will become a key factor in benefiting the local economy and a driver of the community.

To-date, INJAZ-Al Arab has reached out to over 1 million youth and the organisation hopes to reach many more.

– Noor Ghazzi – Junior Account Executive at Hill+Knowlton Strategies Dubai

Close your eyes, and picture someone in their teens.  This person will, in all likelihood, possess technology it took you years (or decades!) to get your hands on.  He or she may regard the CD player as the ancient relic of a lost generation.  This person will not remember the global fears of the Y2K bug, but that’s just fine because they can read about it on their shiny new smartphone as they watch television on their laptop.  Congratulations – you’ve just met your new target audience.

In recent years, the term ‘Gen Z’ has become the industry’s new favorite catch-phrase.  While there is some debate as to who exactly falls under the category, it is largely accepted that if someone was born in the mid-nineties onwards, they belong to Generation Z.  The growing trend in the communications industry is to target this group of people, with some sports-wear brands opting to develop messaging exclusively for them.

The question at this point clearly becomes ‘why?’.  Why target a group of people who are fickle, are not independent, and do not have a regular stream of disposable income?  The answer is that brands should target Gen Z because of these traits, not in spite of them.

The indecisive and unpredictable nature of consumption among Gen Z-ers presents an opportunity for brands to reach new customers.  At such a young age, it is unlikely that teenagers have developed strong emotional ties to brands.  This means that brands have an opportunity to persuade teenagers to ditch their current preferences for new ones.

Some may argue that this generation does not have true purchasing power because they don’t have disposable income and because they must ultimately purchase through their parents.  It is crucial however to understand that possessing purchasing power does not necessarily mean one needs the money to exercise it.  By pressuring their parents, friends, and families, teenagers are able to direct money to the brands they most want to build their identities around.  Furthermore, there is a certain ‘coolness’ or nostalgia associated with the younger generation that the older counterparts crave.  By effectively selling to Gen Z, a brand can frame its communication strategies in terms that appeal to all age-groups.

We are seeing more and more brands target Generation Z in order to create a loyal customer-base for many years to come.  Of course, these arguments help us understand why brands should target Gen Z.  We will discuss how brands can carry out such a strategy with in a (near-)future post.

– Hasan Badwan, Account Executive at Hill+Knowlton Strategies Dubai

“Welcome to H+K Strategies.”

These were the first words I heard as soon as I walked through the embossed glass doors. The receptionist was smiling at me, and all I could do was nervously smile back. Inside, I was terrified. This was my first real interview, and my chances of an internship with my first-choice PR agency depended on it. I sat down gingerly on the plush sofa and ran through likely scenarios in my head for what seemed like the millionth time.

In hindsight, I needn’t have worried so much. Five minutes into the interview, when I was discussing The Big Bang Theory with the internship coordinator, I was confident that they would offer me the internship. Even better, I knew that I would fit right into the corporate culture.

Hill+Knowlton Strategies was my first choice for a number of reasons. My professors recommended it to me, past graduates gushed about it, and most importantly, students who interned there assured me that H+K takes the trouble to teach interns the ropes of the industry. I’m happy to report that they were all absolutely right – I’ve learned more at H+K in two months than I did in three-and-a-half years of university.

The work has been fantastic, and I was lucky to have been given real work from day one. This was no “get me a coffee” type internship. Throughout the past two months, I have done benchmarking analysis for a regional non-profit, updated media lists, written innumerable bios for a major news channel launch, researched food and beverage trends for a hospitality client, played around on LinkedIn for a major tech company, and written website content for a pharmaceutical. All this and I haven’t even mentioned my daily assignments or the urgent requests that fall onto my lap that are usually due in a few hours (believe me, I’m not complaining).

As I tried to wrap my head around my rapidly changing schedule, people at the office were always willing to help out with a bit of advice. I was assigned a buddy (who coincidentally happened to be a friend of a friend), and my internship coordinator went out of her way to make sure I wasn’t overburdened. Everyone treated me like a part of the family, and not once did I ever feel like I was the lowly intern. In fact, at H+K, there is no such thing as a lowly intern.

As my internship draws to a close, I cannot help but look back at these two months with genuine fondness. I know many people who have been discouraged from PR after their internship, and I was keen to not become one such casualty. I am fortunate that H+K has instilled a deeper love for PR in me, and given me confidence in my ability to produce good work. For these and other things, my time at H+K has been an internship to remember.

– Madhavi Ravi, Intern at Hill+Knowlton Strategies

You didn’t possibly think we’d have said advertising, did you? Well we do have some interesting statistics to back it up, so read on.

It is third-party endorsement that makes PR the most persuasive tool in building reputation and protecting it. Put in simple terms, if advertising is what you say about yourself, PR is what others say about you.

Let’s take corporate reputation as an example. There are several sources to find out information about a company and its products or services. For apart from the company’s marketing collateral and advertisements, there is what its customers say, what other people say, and what the media says. If it is a public company, then its shareholders and the market analysts’ opinions come to the picture as well.

Research by Siegel + Gale shows a major difference between the significance of information sources about a company and the extent to which people are convinced by them. For instance, 42 percent of those surveyed believe people in general are the best source of news about a company, yet only 33 percent of them consider that source as the most credible one.

Likewise, 43 percent consider articles published by specialist media to be the most credible source of information about the company, but only 37 percent believe those articles are the best source overall.

No wonder, then, that while 30 percent of the participants see a company’s collateral as a prime reference of information, the percentage goes down to 13 when it comes to how much they believe what is written in that collateral.

These results demonstrate that PR – or the third-party endorsement – is what makes a campaign legitimate. Perhaps marketing guru Jack Trout was inspired by this when he wrote in his book titled The New Positioning: “PR plants the seeds. Advertising harvests the crop.”

In a landscape of varying attentiveness to media, increasing clutter and dwindling attention span among consumers, evidence shows that PR-led communication channels generally rate higher than paid-for advertising, both in terms of source and trust. And we cannot ignore the fact that marketing literacy, particularly among the young, has led to increasing ad avoidance – a communications gap which PR can effectively help fill.

– Marwan Abu-Ghanem, Regional Media Director at Hill+Knowlton Strategies

العلاقات العامّة مقابل الإعلان: من الفائز؟

إن كنت قد استغربت ذكرنا لكلمة “إعلان”، فما عليك إلا أن تقرأ الإحصاءات المهمّة أدناه لتتبيّن صحّة وجهة نظرنا.

فالاستحصال على مصادقة الجهات المحايدة هو ما يجعل العلاقات العامة الوسيلة الأكثر إقناعاً في بناء السمعة وحمايتها. وفي تعريف عملي للأمر، أنّه إذا كان “الإعلان هو ما تقوله أنت عن نفسك … فالعلاقات العامّة هي ما يقوله الناس عنك”.

لنأخذ السمعة المؤسسية على سبيل المثال. هناك مصادر عدّة لمعرفة معلومات حول شركة ما ومنتجاتها أو خدماتها. فإضافة إلى المنشورات التسويقية والإعلانات، هناك ما يقوله زبائن هذه الشركة، وما يقوله الأناس الآخرون، وهناك ما ينشر في الصحافة أو ما يبث على وسائل الإعلام المرئي والمسموع. وإن كانت أسهم الشركة مدرجة في أسواق البورصة، يصبح لحملة الأسهم ومحلّلي الأسواق المالية رأي قيّم أيضاً.

وكما أشار بحث أجرته مؤسسة “سيغل آند غايل”، هناك تمايز واضح بين أهمّية مصادر المعلومات حول شركة ما وبين مدى اقتناع الناس بهذه المصادر. فثمة 42 في المئة من الذين شملهم البحث يعتقدون أنّ ما يقوله الناس عامّةً يعتبر من أفضل المصادر بالنسبة للمعلومات حول الشركة، لكنّ 33 في المئة فقط من هؤلاء يعتبرون أنّ ما يقوله عامّة الناس هو الأكثر تصديقاً.

في المقابل، يرى 43 في المئة من الذين تم استطلاع آرائهم أنّ المقالات التي تنشر في المطبوعات المتخصصة هي الأكثر تصديقاً، من حيث المعلومات التي تتناولها عن الشركة، لكنّ 37 في المئة فقط من هؤلاء يعتبرون أنّ تلك المقالات هي من أفضل مصادر جمع المعلومات.

ولا عجب بالتالي أنّه في الوقت الذي ينظر فيه 30 في المئة إلى منشورات الشركة على أنّها أفضل مصدر للمعلومات، تنخفض نسبة هؤلاء إلى 13 في المئة فقط عندما يتعلّق الأمر بمدى تصديق ما يرد في هذه المنشورات.

هذه النتائج تثبت إذاً أنّ العلاقات العامّة – أو مصادقة الجهات المحايدة – هي التي تؤتي الشرعيّة اللازمة لأية حملة تسويقية. وبالتالي فإنّ “العلاقات العامّة هي التي تزرع البذور، بينما يأتي الإعلان بعدها ليجني المحصول”، على حدّ تعبير جاك تراوت، الخبير المعروف في مجال التسويق ومؤلف كتاب “التموضع الجديد”.

وفي بيئة يتفاوت فيها الإنتباه إلى وسائل الإعلام، ويتضاءل فيها نطاق اهتمام المستهلكين وسط “الضجيج التسويقي”، تشير كل الدلائل إلى أنّ قنوات الاتصال التي تقودها العلاقات العامّة تتفوّق عموماً على الإعلانات المدفوعة، إن من حيث أهمّية مصادرها أو من حيث الثقة فيها. ومع انتشار المعرفة التسويقية يوماً بعد يوم، وخصوصاً في أوساط الشباب، نجد تجنّباً متزايداً للإعلانات – والعلاقات العامّة هي التي تستطيع سدّ هذه “الثغرة الاتصالية” بفعّالية.

The financial media landscape in Dubai varies starkly in quality and ability. On the one hand, certain publications have an army of savvy reporters and editors who know their subject and are demonstrating excellence in their trade; while on the other, we at times find reporters practicing cut and paste journalism.

This was made strikingly clear over the past years during the recession. While Dubai has successfully charted a course towards becoming the region’s leading financial hub, it’s no secret that the Emirate’s plans suffered setbacks from the onslaught of the financial downturn. What this revealed was a varying media landscape – one that you would not quite expect from a city bent on becoming the quintessential destination for finance in the GCC.

All of a sudden, the news stream wasn’t positive, and outlook no longer rosy. We were faced with the reality that most reporters lacked the knack for scrutiny to understand the details of Dubai’s story – which at the time went from positive to negative seemingly overnight.

But the situation taught us a thing or two. Mainly, it woke us up to the fact that we could seek out the reporters and editors we know are worth our time and effort in order to cooperate with them to tell our client’s story in the most optimal way.

And on the other hand we recognized our duty to support and develop the knowledge-base of those journalists who, for lack of a better expression, are not quite up to par. We are seeing successes here by providing these journalists with more detailed briefs, exposing them to subject-matter experts available to us through our clients, conducting off-the-record informative sessions, and extending invitations to seminars and conferences.

By doing so we are not only creating opportunities for our clients, but also doing our part to enrich the media landscape in the UAE.

– Adnan Abdel-Razzak, Financial Practice Senior Account Manager at Hill+Knowlton Strategies Dubai

تطوير الإعلام المالي في دبي

تتباين وسائل الاعلام التي تعنى بالقطاع المالي في دبي من حيث الجودة والقدرات. فهناك بعض المطبوعات التي تملك “جيشاً” من المراسلين والمحرّرين المتخصّصين والذين هم على دراية كافية بالموضوعات التي يكتبونها، وهناك في المقابل صحافيّون ما زالوا يتبعون أسلوب “النسخ واللصق”، حيث ينقلون محتوى تقريرهم عن المصدر من دون أي فهم لجوهر هذا المحتوى.

وقد بدا هذا الاتجاه الصحافي واضحاً بعد الأزمة المالية التي انفجرت قبل سنوات. فدبي كانت قد وضعت مجموعة من الخطط الناجحة التي تؤهلها كي تصبح أحد المراكز المالية الرائدة في المنطقة، لكنّ ما تعرّضت له هذه الخطط بفعل الأزمة المالية لم يكن خافياً على أحد، وظهور اتجاهات صحافية متفاوتة كان من تداعياته. وهي نتيجة لم تكن متوقعة بالطبع من الإمارة التي كانت تسعى لتصبح الوجهة المثالية للمؤسسات والأسواق المالية في دول مجلس التعاون الخليجي.

فجأةً لم تعد الأخبار إيجابية كما كانت في العادة، والتوقعات لم تعد ورديّة. وقد صدمنا بحقيقة أنّ معظم الصحافيين يفتقرون الى المعرفة المعمّقة التي تتيح لهم فهم تفاصيل ما جرى، وتحوّل “قصّة” دبي من الإيجابية المتزايدة الى السلبيّة بين ليلة وضحاها.

من هنا، يجب علينا السعي إلى المراسلين والمحررين الأكفاء الذين يقدّرون جهدنا وحرصنا على التعاون معهم والتحدّث إليهم عن المستجدّات لدى عملائنا كي يعكسوها لقرّائهم ومشاهديهم بالطريقة المثلى.

ومن ناحية أخرى، يتوجب علينا كذلك دعم الصحافيين الذين يفتقرون للخبرة اللازمة في القطاع المالي ومساعدتهم على تطوير معرفتهم بشؤونه. وهذا سوف يساعدنا بدوره على الوصول الى غايتنا عبر تزويد هؤلاء الصحافيين بالملخّصات والمعلومات التي يتيحها لنا عملاؤنا، إضافة الى إمكانية إجراء بعض النشاطات التي من شأنها تطوير معرفتهم وتوجيه دعوات خاصة لهم إلى الندوات والمؤتمرات الخاصّة بعملائنا.

وبذلك نستطيع إنجاز أمرين أساسيين – خلق فرص إعلامية جديدة لأخبار وموضوعات عملائنا، وقيامنا بدور مسؤول وفاعل في إثراء المشهد الإعلامي في دولة الإمارات العربية المتحدة.

Translated into Arabic by Lona Ayoub, Account Executive at H+K Strategies Dubai

Diabetes has been a hot topic with organisations and healthcare professionals across the Middle East region, but despite a series of high-level initiatives and communication campaigns, the disease is poorly understood by many sufferers and high-risk individuals.

The UK Daily Mail recently reported that Qatar – which has the highest per capita wealth in the world – also has the highest obesity rate, with over half the population characterized as overweight. And according to the International Diabetes Foundation (IDF), 17% of the obese population suffer from diabetes.

The issue is by no means exclusive to Qatar. Across MENA there are around 25 million people with diabetes, according to the IDF. A major concern in the Arab world is that many sufferers at the diagnosis stage do not understand the severity of the disease or its link to obesity.

When the seriousness of the disease is not acknowledged or understood, it is often poorly managed, which, in a worst-case scenario, can result in limb-loss, cardiovascular disease, and ultimately death.

The various groups fighting this cause need to come together and drive a concerted effort to raise the level of awareness on the true economic, social, and physical effects diabetes has on our region. Without Strong government support on these initiatives, the situation will only get worse.

– Lisa Welsh, Group Account Director at Hill+Knowlton Strategies Dubai

على الحكومات نشر الوعي حول مرض السكّري

يعتبر مرض السكّري أحد المواضيع المثيرة للجدل في أوساط منظمات الرعاية الصحية في منطقة الشرق الاوسط. ورغم تنفيذ سلسلة من المبادرات وحملات التوعية عالية المستوى، الا أنّ العديد ممّن يعانون من هذا المرض يجهلون مدى خطورته.

وقد جاء في صحيفة “ديلي ميل” البريطانية أنّ قطر هي الأولى من حيث معدّلات السمنة لدى الفرد، حيث أنّ أكثر من نصف عدد سكانها يعانون من الوزن الزائد. ووفقاً لما أعلنته المؤسسة الدولية لمرض السكري، فإنّ 17 في المئة من الذين يعانون من السمنة المفرطة معرّضون للإصابة بمرض السكري.

لكن هذه القضيّة ليست قضيّة قطر وحدها. فحسب إحصاءات المؤسسة الدولية لمرض السكري، هناك نحو 25 مليون شخص يعانون من السكّري في منطقة الشرق الأوسط. وما يدعو للقلق في الوطن العربي تحديداً هو أنّ أكثر المرضى في مرحلة التشخيص لا يدركون مدى خطورة المرض أو صلته بالسمنة.

وعندما لا يتم ادراك مدى خطورة المرض والتحكم بأعراضه وعلاجه، فإنّ ذلك قد يؤدّي إلى فقدان الأطراف وإلى أمراض القلب والأوعية الدموية …  والوفاة في نهاية المطاف.

من هنا، يجب أن تتعاون جميع الأطراف المعنية لمعالجة هذه المشكلة والعمل معا لدفع الجهود نحو رفع مستوى الوعي في ما يتعلق بالآثار الاقتصادية والاجتماعية والجسدية المترتبة على انتشار مرض السكري في منطقتنا، إضافة إلى تسليط الضوء على أهمية الدعم الحكومي في هذا الشأن.

Translated into Arabic by Lona Ayoub, Account Executive at H+K Strategies Dubai

When the stars are aligned for a business, it gets on what I call a “messaging run.” It happens when the business model is working almost perfectly, and the company itself is on a high.

But it does not happen all that much. How often can any company executive tell you with crystal clarity and confidence just what it is the company is there to do? Consumer preferences can change overnight. Today’s favorite is quickly forgotten. Business models are always evolving and because of this a company needs to evolve its messaging in line with those changing models.

Having a winning business model makes getting the messaging right a lot easier. But what we all need to keep in mind is that a business model firing on all cylinders is a rare thing indeed. For a select few companies, success seems to always be there, lasting decades if not longer. Most corporate successes, however (where those stars are all aligned), come and go.

But regardless of whether things are black or white or grey, it is sticking to the basics that will help us get the messaging as right as it can be. Dig deep to understand the company’s business objectives – whether crystal clear or not – and do understand how the customer thinks.

Ultimately, comms needs to work closely with the senior executives. While typically the feeling was that this was not happening enough, things are changing. Public relations and marketing departments are coordinating more and more with the top brass, and fair to say that the best comms professionals are themselves now considered part of the senior executive team, selected for their roles because they understand and appreciate the complexities and challenges of the business world.

We should regularly remind ourselves that getting the messaging just right is no easy task. It is a highly strategic undertaking that needs to be viewed as an ongoing one – part of the workflow. It is a mix of both art and science, and it is the foundation on which all successful campaigns are built.

– Alex Ionides, General Manager at Hill+Knowlton Strategies Dubai

وضع الرسائل الصحيحة

عندما تجتمع كافة العناصر اللازمة لأي عمل، نحصل حينها على ما نسمّيه “إنتشار الرسائل”، ويتمّ ذلك عندما يقارب نموذج العمل المثالية والشركة على مستوى عال من الفعالية.

لكنّ هذا لا يحدث غالباً. فكم مرة قام أحد المسؤولين في الشركة بالتحدث اليك بكل وضوح وثقة عن أعمال الشركة؟ وماذا ستقدم لك بالضبط؟ يجب توقع تغيير أذواق المستهلكين في كل لحظة، وما يفضلونه اليوم قد يتغير غداً. فنماذج الأعمال تتطور بشكل دائم، لذلك يجب على الشركة أن تقوم بتطوير رسائلها كي تتماشى مع هذه النماذج المتغيرة.

انّ وجود نموذج عمل ناجح يجعل من السهل علينا صياغة رسائل الشركة. ولكن يجب أن ندرك أن وجود نموذج عمل يتماشى مع مختلف الظروف أمر نادر جداً. وبالنسبة للشركات، فإن عدداً قليلاً منها يحظى بفترات نجاح طويلة تستمر لعقود، وربما لفترات أطول، ولكن السؤال هنا: هل قامت الشركات الناجحة بجمع جميع عناصر العمل معاً، أم انها كانت تظهر وتختفي؟

الالتزام بالأساسيات سوف يساعدنا على الحصول على الرسائل الصحيحة قدر الإمكان، سواء كانت النتائج والأوضاع سوداء أو بيضاء أو رمادية. إبحث كثيراً لتفهم أهداف الشركة – أكانت واضحة أم لا – كما يجب عليك أن تفهم طريقة تفكير المستهلك.

في النهاية، يجب على المسؤولين الإعلاميين العمل عن كثب مع كبار المسؤولين التنفيذيين، وعادة لا يحدث هذا بشكل كاف. الأمور تتغير مع مرور الزمن، حيث يقوم مسؤولو العلاقات العامة والتسويق بتنسيق أعمالهم بشكل أكبر وأسرع مع كبار المسؤولين، ويجب القول أن افضل مسؤولي العلاقات العامة هم الذين يعتبرون الآن جزءً من فريق كبار المسؤولين التنفيذيين في الشركة، والذين اختيروا لمعرفتهم وتقديرهم لتعقيدات وتحديات عالم الأعمال.

يجب أن ندرك أنّ عملية وضع رسائل الشركة ليست مهمّة سهلة. فهي انجاز استراتيجي للغاية وبحاجة الى المتابعة بشكل دوري كعملية مستمرة – لتصبح بذلك جزءً من سير العمل. فهي مزيج من الفن والعلم معاً، وهذا هو الأساس الذي بنيت عليه كل الحملات الناجحة.

 Translated into Arabic by Lona Ayoub, Account Executive at H+K Strategies Dubai

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