Organized by Secret PR, the PR Pressure Conference is an annual forum to discuss the challenges and issues concerning the PR industry in the UAE. Held on March 1 in Dubai, the daylong conference discussed three key topics: legal aspects, language barriers and the PR in the digital space. Experts included Alex Malouf, board member, MEPRA; Mazen Al Olaiwi, journalist and media trainer and Ahmad AlRahoomi, director of corporate communications & international relations at Dubai Sports Council.
Here are the five key points we got from the conference:
- Traditional vs. Digital: Why do we still have this debate? We’re well into the digital age – it started nearly twenty years ago!
- On Influencers: They might be the rage right now, but remember that an influencer can’t bring the knowledge and expertise of a journalist. Also, high number of followers does not guarantee engagement – they might not even be your target audience.
- Translation: Literal translation of PR content from English to Arabic doesn’t work anymore. It may be grammatically correct, but you’ll risk losing the nuance and meaning of the message.
- Drafting contracts: You may be reluctant to get a lawyer to fine-tune the details of your contract now, but the investment will save you in the long run if the client turns out to be a bad egg and doesn’t pay.
- Be different. PR companies in the region play it too safe these days. But what goes viral is bold, different and brave.