Dubai
Digital has cut the distance between a brand and a consumer to an extent that all communications seem to happen in a matter of nanoseconds. If the consumer likes something the brand has done, he will let it be known immediately. The same is true if the brand rubs him off in the wrong way, at which point the backchat can get quite vocal.
With communications getting direct and instant, can PR still play an effective role as an intermediary? Or are its functions getting subsumed into pure-play marketing? “It’s not only a matter of brands’ digital platforms, it is a general evolution of the marketing/communication industry, (and) where I believe the PR industry will take a lead over media buying, marketing and digital agencies,” is how Patrik Schober, Chairman for Europe, Middle East and Africa territory at WorldCom Public Relations Group, sees it. “Think of it as better, real-time information you can gain from customers, employees, shareholders, communities, and even detractors or cynics.
“It does have a significant impact on “speed to news” and requires a stronger attention to real-time information ... but it also takes you closer to immediate feedback.
“PR is about engaging your target audience, not necessarily “selling” (to) them. Digital and social media have elevated the conversation between brands and their audiences to a whole new level. Done right, it can lead to powerful relationships between brands and their customers, employees, shareholders, etc”
Schober, who recently took over as chairman, is in Dubai to helm WorldCom Emea’s brainstorming summit, which has also brought in the 45 heads of agencies making up the network. In the GCC, the association is with Majlis PR & Events, which is all set to open an office in Jeddah shortly. WorldCom is looking for partner alliances in Jordan, Egypt and Lebanon.
“We are going to focus on Big Data and its usage in our industry during the (Dubai) meeting,” said Schober. “As a second topic, we have the enlargement of the network, especially in the Middle East and Asia-Pacific regions. We are looking for stable and settled agencies which are not involved in any other network, which makes it quite a challenge for us.
“Recruitment and creating the perfect WorldCom Public Relations footprint is a priority. We continue to focus on our overall visibility, so our current clients and future prospects understand the power of this partnership. But, quite important and a high priority, we focus on new business facilitation.
“Whether you seek a single agency, have needs that can be met by the collaboration of a group of agencies or seek a global solution, WorldCom provides a solution. We have some of the finest independent agencies in the world and can essentially provide the creation of the ideal agency solution for any brand.”
