Wednesday, April 23, 2008
Role of Media in KSA (for adults only)
Media plays a major role in promoting the royal family and current regime in KSA especially the media houses owned by the government. A fact that few people outside KSA are aware of, a significant amount of Saudis have no access to satellite TV and are not connected to the internet, this leaves these families, who are more inhabiting the inner land, with one window to the outside world and this is the government owned media. To many, this is a development on the media front in a country where half of the population is still Bedouins and sheep herders, yet media that doesn’t serve freedom of speech is called political propaganda and has one objective only, promote the ruling regime.Media is a corner stone in a 21st century school of thought, it is a reflection of one’s civilization to the outside world. This reflection is enriched by the activity of the local society and it’s active communities reacting to the country’s economic formula. This formula is based on consumption and has been like that since the discovery of oil back in the early 20th century. Therefore, the Saudi Arabians school of thought is rotated around the attitude of consumption i.e, how can I perform better economically to consume more? Here media comes to play another major role by contributing to these mottos that until this moment, a Saudi Arabian is not willing to admit to.In much simpler words, KSA and most of the Arab world and third world countries are generators of consumers to products invented by the industrial world. Media’s role is to promote these products/services to an audience that has established a mindset to consume only. This mindset has been academized in universities and educational institutes belonging to the same nations that are producing these products. Evidence about this role is obvious. The amount of advertising spend versus the amount of new tv programs spend, in other words, investments that promote consumption are by far much higher than those promoting production. A simple exercise of visiting Saudi TV channels, Radio stations and print media will show you the role media is playing to enrich the consumption culture among a target audience that is hungry for change and eager for self expression.I addition, media in KSA came to play another role that has another political edge. This neo media, is targeting the youth and trying to lead a new generation towards globality in its negative connotation. In this instance, it is not only KSA government money, but that of the royal family. So far, two influential media groups funded by Saudi money has been paving their way towards the Saudi/Arab/Moslem youth by all force of money, technology and seduction. In this case, the role of the media in KSA is to dilute the conservative course, that is named as orthodox by others, and help take the current generation to another level of consumption that is of the 21st century. This consumption has new extensions set by the industrial world, they’ve added new inventions to their long list, in short, they are entertainment and edutainment. New TV shows that promote the far stretching music industry and their “superstars” are catalysts to the invention of new idols in the KSA world. This comes as a need to fill the vacuum that has been caused by the strict regime. When the Saud family took over, they didn’t plan how to counter attack the satellite technology nor the internet. This vast and abrupt exposure, has made a majority of the youth to ask questions that are related to self expression, freedom of thought…In other modern nations, the regimes try to introduce neo modules/idols for every era so they can help maintain the link and connection between the public and their governors. In today’s world, this has become more essential than any other time before. A pioneer in this industry is the super world power, the USA.This doesn’t stop here, media is currently trying to persuade the new generations, that musical stars are what they need, these stars are successful people surrounded by fans, dressed up with the latest designs of the best brands. These stars are fond of life and they believe in love. Socially they are loved by both genders and watched by both. In short, this star is the hope to a Saudi teenager (boy or girl) to a more vibrant life. Media in this case has competition, and a fierce one, it’s religion that has always prohibited the Saudis from indulging and enticing the “life loving” methods of modern world. This was no issue to the public opinion spin doctors who are ‘consulting the royal family’. Why not bring religion to the hi-tec media of today and create a virtual balance. Doing so is always healthy for a society that is seeking a balanced community that rejects extremism and fights fanaticism. This mentioned, we talk more about the role of Media in promoting religion in KSA.Religion and media:KSA has no doubt invested a great sum of money in creating new media channels that promote religion to the new generations. These TV channels are attended by light bearded clerics who are calmly spoken and offer advice rather than instruction. This new module has been a requirement to fit in the modern industrial world of production or consumption. Yet, while in the process, these media networks overrated the influence of these middle aged ‘advisors’ in comparison to those sexy female anchors and dancers in video clips that are by far more watched than any other religious program. When asked, these networks simply reply “we have entered the new world and we are obliged to offer our audiences all type of entertainment and edutainment and try create a balance, at the end of the day, we cannot impose our channels on the Saudi spectator yet we offer him the option to choose’. In general this is very positive talk, yet, if I am imprisoned between walls of religion for 60 years and I receive such options, where will I go and what will I choose??!To my belief, the role that media is playing to promote a new module of religion has failed before it started and this is due to many reasons that will be debated in another time.Finally, it would be unfair if we ignore the role that media is playing in supporting other edutaining news such as sports, yet while doing that, the Saudi spectator will have to digest more than 4 commercial messages every minute, so this might not be the best contribution, yet it might inspire few to practice sports and make it the hard way rather than taking a few pieces of clothing, hump a stage and send the noise in a microphone to macro waves that infect millions of kids sitting peacefully at their homes getting attacked by the media of the 21st century.
Tuesday, February 12, 2008
Egyptology and PR
By: Hameed Halwani
As I always say, PR in the Middle East varies in application according to the alley, neighborhood, street, city, family, tribe and other social configurations that shape our society. Of course, there exists a generic practice along the Arab world, but one market I found very special to discover and practice PR in is EGYPT. My first business trip to this 5000 year old land left me with many questions and plenty of amazements on how commercial institutes do manage to get their name out and shine between this cluttered market. To begin with, I’ll first list the common features of the market along with that in the GCC and then I’ll mention the differences and what makes the Egyptian market a unique practice.
Common features:
· Local companies gain their credibility based on the reputation/size and influence of the owner. In the GCC case, it is the Sheikh of a royal family or the man very close to him. This factor is a result of the emotional nature that our public (Arabs) are characterized with. In other words, our inherited leaders are good because their father, grand father… were also good. Knowing that, it is not really important how much PR you’re planning to do to promote the Sh.s work, as long as he is involved, it is good and it is the best for the people. Egyptians have identified their sh.s, they are a handful and they are starring by the day. For the public, these figures are idols and they are to be followed. In other words, they are the example all people should follow.
· The more the better: As both publics in both markets (GCC and Egypt) don’t tend to really read the newspapers (apart from politics and soccer), they consider a company to be reputable and trustworthy if the papers carry more headlines of this org, in other words, it is not the content that matters. All agencies in both markets show off their success stories by showing the monetary value of the clippings of their coverage. So, quality is never the issue, it is always the quantity. This factor is derived from the fact that all Arabian markets have only witnessed quantity based transactions in the last 4 centuries by being traders and farmers for the Ottoman Empire. The quality days has long gone and with it the sense for it. A reputable university proves it’s success not by the quality of it’s graduates, but by their quantity…
· PR is a media relations exercise only: Both markets present PR as a sheet similar with its content to that of media booking where only the names change to PR items such as press releases, interviews, photo captions… while that of a media booking contains sizes of ads. This shows the lack of understanding among the PRists in regards to the real influence and value of a holistic PR practice that will include services beyond media relations such as stunt activities, spins, strategic communication campaigning, sponsorship, events and others… The worst part of all, is that top executives who lead known businesses in the region, always requests to present PR the same way media is. The solution to this is simple, begin our own research and development and become producers and not only consumers. When this is achieved, our corporates will not only perceive communication as another mathematical formula because of frequency, advertising value or the size of the clipping but that of quality.
Egyptian PR features:
· The Egyptian market can relatively practice more freedom of speech than that of the GCC. This can develop the PR practice especially that the target audience is emotional and can be influenced by a solid campaign. Yet, “PR GIFTS” has spoiled the practice and most of the Journalists will not attend or publish unless a “GIFT” has been offered. This doesn’t stop here unfortunately (this part is also a common feature), if your campaign is not parallel to an advertising campaign (where you spend the big dollars with the publication/TV/Radio..) then your glamour won’t last long. Your gift will not serve your long term objectives.
· The Egyptians are natural born speakers: In other words, they do qualify to represent a case, company, firm or a cause. They sound credible, and act it too. This skill is not available in the GCC though. As we all know, it is a big effort PRists have to put in the GCC to prepare the local clients (spokespeople…) to be able to address the media with confidence.
· Egyptian media relations market is smaller than that of GCC. If you don’t agree, then you better go and visit the 70 mil nation. Statistics say that less than 5% of those fall in the middle to high income segment, in other words, all commercial PR practiced in the region to promote consumption and create images and brands only reaches a handful in Egypt. This uniqueness can be a positive aspect as you can always reach all your audience in a more interactive way if they were of such percentage.
I am sure that other PR profs have realized many other dynamics and methodologies for PR in the most populated Arabic nation, and I do wish that they share it with us in this blog.
Again, sorry to taking so long to upload new write-ups, but this is a reflection of my slow career development, something am working on.
By: Hameed Halwani
As I always say, PR in the Middle East varies in application according to the alley, neighborhood, street, city, family, tribe and other social configurations that shape our society. Of course, there exists a generic practice along the Arab world, but one market I found very special to discover and practice PR in is EGYPT. My first business trip to this 5000 year old land left me with many questions and plenty of amazements on how commercial institutes do manage to get their name out and shine between this cluttered market. To begin with, I’ll first list the common features of the market along with that in the GCC and then I’ll mention the differences and what makes the Egyptian market a unique practice.
Common features:
· Local companies gain their credibility based on the reputation/size and influence of the owner. In the GCC case, it is the Sheikh of a royal family or the man very close to him. This factor is a result of the emotional nature that our public (Arabs) are characterized with. In other words, our inherited leaders are good because their father, grand father… were also good. Knowing that, it is not really important how much PR you’re planning to do to promote the Sh.s work, as long as he is involved, it is good and it is the best for the people. Egyptians have identified their sh.s, they are a handful and they are starring by the day. For the public, these figures are idols and they are to be followed. In other words, they are the example all people should follow.
· The more the better: As both publics in both markets (GCC and Egypt) don’t tend to really read the newspapers (apart from politics and soccer), they consider a company to be reputable and trustworthy if the papers carry more headlines of this org, in other words, it is not the content that matters. All agencies in both markets show off their success stories by showing the monetary value of the clippings of their coverage. So, quality is never the issue, it is always the quantity. This factor is derived from the fact that all Arabian markets have only witnessed quantity based transactions in the last 4 centuries by being traders and farmers for the Ottoman Empire. The quality days has long gone and with it the sense for it. A reputable university proves it’s success not by the quality of it’s graduates, but by their quantity…
· PR is a media relations exercise only: Both markets present PR as a sheet similar with its content to that of media booking where only the names change to PR items such as press releases, interviews, photo captions… while that of a media booking contains sizes of ads. This shows the lack of understanding among the PRists in regards to the real influence and value of a holistic PR practice that will include services beyond media relations such as stunt activities, spins, strategic communication campaigning, sponsorship, events and others… The worst part of all, is that top executives who lead known businesses in the region, always requests to present PR the same way media is. The solution to this is simple, begin our own research and development and become producers and not only consumers. When this is achieved, our corporates will not only perceive communication as another mathematical formula because of frequency, advertising value or the size of the clipping but that of quality.
Egyptian PR features:
· The Egyptian market can relatively practice more freedom of speech than that of the GCC. This can develop the PR practice especially that the target audience is emotional and can be influenced by a solid campaign. Yet, “PR GIFTS” has spoiled the practice and most of the Journalists will not attend or publish unless a “GIFT” has been offered. This doesn’t stop here unfortunately (this part is also a common feature), if your campaign is not parallel to an advertising campaign (where you spend the big dollars with the publication/TV/Radio..) then your glamour won’t last long. Your gift will not serve your long term objectives.
· The Egyptians are natural born speakers: In other words, they do qualify to represent a case, company, firm or a cause. They sound credible, and act it too. This skill is not available in the GCC though. As we all know, it is a big effort PRists have to put in the GCC to prepare the local clients (spokespeople…) to be able to address the media with confidence.
· Egyptian media relations market is smaller than that of GCC. If you don’t agree, then you better go and visit the 70 mil nation. Statistics say that less than 5% of those fall in the middle to high income segment, in other words, all commercial PR practiced in the region to promote consumption and create images and brands only reaches a handful in Egypt. This uniqueness can be a positive aspect as you can always reach all your audience in a more interactive way if they were of such percentage.
I am sure that other PR profs have realized many other dynamics and methodologies for PR in the most populated Arabic nation, and I do wish that they share it with us in this blog.
Again, sorry to taking so long to upload new write-ups, but this is a reflection of my slow career development, something am working on.
Tuesday, November 20, 2007
Do they really know PR?
Do we all know how to PR?
It is more of a reminder than a question. After these years of experience in the region, it has become obvious to me that anyone who knows how to read a newspaper, or watch the news or listen to radio, considers himself/herself as a professional PR practitioner, or a qualified PR critic. Unfortunately, most of these people are in very senior posts in strategic institutions/ firms in the country but most of them are not strategic to their positions, an argument that we won't go through now. Can you imagine how much intrusiveness will come your way before you get a full OK on your strategy/direction? It is a lot, the amount that makes you wonder if you are in the right work line.
On the other hand, you don't see much criticism on the advertising front from the same people, you know why? They can't operate a mac or have never heard of any of the graphic design softwares that are used to create any print ad, brochure or flier... let alone the know how of TVC shoots... Therefore, these acclaimed critics know that they have to watch the red line and not mouth any comment that will reflect bad at them. This comparison is not a bunch of lines to fill this blog, it is part of the proposed solution.
The Solution:
mac your PR practice. Yes, prepare your PR proposals using mac (creativity), colors and effects (charts and tables), TVC (short films explaining short term strategies.. This process will stun your client/boss and make him/her realize the complications of PR that once seemed as easy as ABC. During the process, it is better that you refrain from going into classical media channels (as they don't help anyways) and start thinking of media channels that require certain level of Technology beyond sending an email to the reporter who will carry your press release as is. These channels can include online forums, analyst columns in leading titles, video releases...
Finally, I have to only wish you all the best in trying to convince your boss/client that PR is a communication discipline that needs specialized skills and talents, my last advise, just be honest and never accept any comment from your boss/client if it is not really PR oriented/related. Let them know that you know that they don't know and that you know.
See you soon,
Write back,
It is more of a reminder than a question. After these years of experience in the region, it has become obvious to me that anyone who knows how to read a newspaper, or watch the news or listen to radio, considers himself/herself as a professional PR practitioner, or a qualified PR critic. Unfortunately, most of these people are in very senior posts in strategic institutions/ firms in the country but most of them are not strategic to their positions, an argument that we won't go through now. Can you imagine how much intrusiveness will come your way before you get a full OK on your strategy/direction? It is a lot, the amount that makes you wonder if you are in the right work line.
On the other hand, you don't see much criticism on the advertising front from the same people, you know why? They can't operate a mac or have never heard of any of the graphic design softwares that are used to create any print ad, brochure or flier... let alone the know how of TVC shoots... Therefore, these acclaimed critics know that they have to watch the red line and not mouth any comment that will reflect bad at them. This comparison is not a bunch of lines to fill this blog, it is part of the proposed solution.
The Solution:
mac your PR practice. Yes, prepare your PR proposals using mac (creativity), colors and effects (charts and tables), TVC (short films explaining short term strategies.. This process will stun your client/boss and make him/her realize the complications of PR that once seemed as easy as ABC. During the process, it is better that you refrain from going into classical media channels (as they don't help anyways) and start thinking of media channels that require certain level of Technology beyond sending an email to the reporter who will carry your press release as is. These channels can include online forums, analyst columns in leading titles, video releases...
Finally, I have to only wish you all the best in trying to convince your boss/client that PR is a communication discipline that needs specialized skills and talents, my last advise, just be honest and never accept any comment from your boss/client if it is not really PR oriented/related. Let them know that you know that they don't know and that you know.
See you soon,
Write back,
Monday, October 29, 2007
Word of Mouth...
Enough with the complaints about the white influence on our day to day communication practices, I feel like talking about the word of mouth in this writeup. Isn't this the promise that PR agencies in general in this region give their clients during a pitch? Well this is the most influential com tool in the region and it can help ur product/brand/image/reputation achieve miracles. Now that we all know what it does, the question remains " How do we do it?" I don't claim the discovery of this HOW, yet I have worked on finding the map to this treasure.
We have lived in a tribal social system for centuries. Technology invaded this system in the late 20th and early 21st century. However, technology (the tube-TV) was introduced to the coasters first (Arabs living by the ocean at the coast) followed by the Bedouins (those who lived in the desert). During that period and all the time before, news used to spread via the Majales or the minaret of a mosque which still required that you live close to the mosque. These majales used to convene on daily/weekly/monthly basis depending on the need and occasion. The majles is usually chaired by the host who is usually the tribe clan or the richest among all. During the majles, tribes men discuss all issues about their daily life trade... This has become more of a debate forum for the public to listen, discuss and argue about various issues that has taken place or will happen in the near future. Well, this still happens until today especially in the Gulf States.
An efficient and fruitful PR campaign will have its best chance by targeting the majalis. This will only happen when identifying the chairs of these majalis and study them thoroughly. Influencing these people will help you convey your message to his guests and their families... having said so, have you ever heard of any organization/company/institution that decided on studying these majalis? I haven't yet however, I know that if this will not happen, it will be a very long way for PR to be effective in this society. Some of you might ask "What about the expats living in this region, how do we talk to them?" my experience tells me that the most efficient way is advertising and tailored PR that suits each community. In short, there isn't ONE STOP SHOP, a press release will reach some, but many will not even care to what you have to say unless you do that in person. Others, cannot listen to anyone but to what they read or watch on the telly... Our job as professional PR practitioners is to dissect our target audience and idnetify the tools and methods that can help reach them in the most efficient way. Doing that will require a colorful set of resources of various origins and cultural differences.
Therefore, if I were to promote a product among the Asians, I will hire an Asian resource, who will do it the same way it happens in Pakistan or India, and so on so forth. This is the fastest and easiest way to reach your audience " Amro Diab doesn't mean a thing to Indians, and cricket is Japanese to Arabs" however both are excellent ambassadors only to their fans and nations.
In short, PR will be integral to business in the region when we practice PR that matches the race and color of our target audience and use the different channels and routes implied by the race/color.
Tota tota, kholsit l7atoota
We have lived in a tribal social system for centuries. Technology invaded this system in the late 20th and early 21st century. However, technology (the tube-TV) was introduced to the coasters first (Arabs living by the ocean at the coast) followed by the Bedouins (those who lived in the desert). During that period and all the time before, news used to spread via the Majales or the minaret of a mosque which still required that you live close to the mosque. These majales used to convene on daily/weekly/monthly basis depending on the need and occasion. The majles is usually chaired by the host who is usually the tribe clan or the richest among all. During the majles, tribes men discuss all issues about their daily life trade... This has become more of a debate forum for the public to listen, discuss and argue about various issues that has taken place or will happen in the near future. Well, this still happens until today especially in the Gulf States.
An efficient and fruitful PR campaign will have its best chance by targeting the majalis. This will only happen when identifying the chairs of these majalis and study them thoroughly. Influencing these people will help you convey your message to his guests and their families... having said so, have you ever heard of any organization/company/institution that decided on studying these majalis? I haven't yet however, I know that if this will not happen, it will be a very long way for PR to be effective in this society. Some of you might ask "What about the expats living in this region, how do we talk to them?" my experience tells me that the most efficient way is advertising and tailored PR that suits each community. In short, there isn't ONE STOP SHOP, a press release will reach some, but many will not even care to what you have to say unless you do that in person. Others, cannot listen to anyone but to what they read or watch on the telly... Our job as professional PR practitioners is to dissect our target audience and idnetify the tools and methods that can help reach them in the most efficient way. Doing that will require a colorful set of resources of various origins and cultural differences.
Therefore, if I were to promote a product among the Asians, I will hire an Asian resource, who will do it the same way it happens in Pakistan or India, and so on so forth. This is the fastest and easiest way to reach your audience " Amro Diab doesn't mean a thing to Indians, and cricket is Japanese to Arabs" however both are excellent ambassadors only to their fans and nations.
In short, PR will be integral to business in the region when we practice PR that matches the race and color of our target audience and use the different channels and routes implied by the race/color.
Tota tota, kholsit l7atoota
Tuesday, October 16, 2007
Can PR be an Imported Communication Discipline? Read 2
I believe that being radical in business is what defines your practice and gives it the distinguishing flavor among others. In a region that titles itself as the HUB, it is time to create our own flavor. We all hear about markets with distinct marks such as Singapore, KL, Hong Kong...but what is special about our HUB besides the fact that it is emerging and growing?
As I recall, books say that the western influence has had its roots in this HUB when the Europeans from the CONTINTENT imposed themselves as strategic counselors to our WISE leaders, this phase witnessed the time when business modules, educational paths and marketing strategies became an imported product sent by CIVILIZED nations that ruled half the globe. Not to drift into further politics, I'll focus on identifying the value of these imported products for our HUB and say whether or not this product facilitated more business transactions benefiting the local people and companies. Yet, before doing that, I’ll go fast through the evolution of PR in our region trying to know if we can utilize it and how.
Arabs have a saying that is identical to that of the English "Necessity is the mother of INVENTION", you might think that I am straying away from the subject, but no, I am still trying to understand why as an Arab I had to import PR? Was there a need (necessity)? How come this necessity only aroused during the presence of western troops at our land (post WW1, First Gulf War)? Isn't invention the name of locally thought and made concepts/products...? So if I (as an Arab) saw a need for communication discipline to support my image/reputation.. in the region among my consumers, how come I didn't invent one as the saying states? Isn't the imported product a reflection of a need/necessity in some other market??
Deciding whether we need PR or not in our market will require a more academic study filled with figures, charts and numbers prepared by personnel from the western hemisphere (so it can be believed). I don't think I'll wait for that to happen so I can talk about it, I'll just improvise relying on Allah, my Arabian guts, insights and Arabic cross cultural background developed due to intensive visits, work and meetings I experienced with the people and orgz from all around Arabia.
"Public Relations is an art of mass communication ignited by commercial objectives set by a company/organization/government seeking a certain image. This image helps the operation achieve its objectives ", I gave myself the permission to give this definition based on my years of PR practice in the region, if you agree then my later explanation should make sense to you. "PR is an art" in other words, it requires creativity and uniqueness, we only categorize any work as an art when we realize it's uniqueness. This creativity that reflects uniqueness requires a tolerant environment-regime that doesn't impose random regulations or irrational limits i.e: Freedom of ,speech, expression.... In this particular world, PR has never been an art, thus, PR doesn't help me communicate with the mass and will not support my image or set my reputation as the English man says it will in his shiny PowerPoint presentation. What will? Word Of Mouth supported by some fancy full page ads in Advertising/Newspapers. This conclusion will require that I talk more about word of mouth, how our societies generate it, and how it spreads via journalistic and non-journalistic channels that have existed centuries before the neo Romans exported PR to us.
I hope I didn't take long this time, please do send me your comments mentioning your name, profession and position.
Abdulhameed Halwani,
Have a good day
As I recall, books say that the western influence has had its roots in this HUB when the Europeans from the CONTINTENT imposed themselves as strategic counselors to our WISE leaders, this phase witnessed the time when business modules, educational paths and marketing strategies became an imported product sent by CIVILIZED nations that ruled half the globe. Not to drift into further politics, I'll focus on identifying the value of these imported products for our HUB and say whether or not this product facilitated more business transactions benefiting the local people and companies. Yet, before doing that, I’ll go fast through the evolution of PR in our region trying to know if we can utilize it and how.
Arabs have a saying that is identical to that of the English "Necessity is the mother of INVENTION", you might think that I am straying away from the subject, but no, I am still trying to understand why as an Arab I had to import PR? Was there a need (necessity)? How come this necessity only aroused during the presence of western troops at our land (post WW1, First Gulf War)? Isn't invention the name of locally thought and made concepts/products...? So if I (as an Arab) saw a need for communication discipline to support my image/reputation.. in the region among my consumers, how come I didn't invent one as the saying states? Isn't the imported product a reflection of a need/necessity in some other market??
Deciding whether we need PR or not in our market will require a more academic study filled with figures, charts and numbers prepared by personnel from the western hemisphere (so it can be believed). I don't think I'll wait for that to happen so I can talk about it, I'll just improvise relying on Allah, my Arabian guts, insights and Arabic cross cultural background developed due to intensive visits, work and meetings I experienced with the people and orgz from all around Arabia.
"Public Relations is an art of mass communication ignited by commercial objectives set by a company/organization/government seeking a certain image. This image helps the operation achieve its objectives ", I gave myself the permission to give this definition based on my years of PR practice in the region, if you agree then my later explanation should make sense to you. "PR is an art" in other words, it requires creativity and uniqueness, we only categorize any work as an art when we realize it's uniqueness. This creativity that reflects uniqueness requires a tolerant environment-regime that doesn't impose random regulations or irrational limits i.e: Freedom of ,speech, expression.... In this particular world, PR has never been an art, thus, PR doesn't help me communicate with the mass and will not support my image or set my reputation as the English man says it will in his shiny PowerPoint presentation. What will? Word Of Mouth supported by some fancy full page ads in Advertising/Newspapers. This conclusion will require that I talk more about word of mouth, how our societies generate it, and how it spreads via journalistic and non-journalistic channels that have existed centuries before the neo Romans exported PR to us.
I hope I didn't take long this time, please do send me your comments mentioning your name, profession and position.
Abdulhameed Halwani,
Have a good day
Tuesday, October 9, 2007
PR In Arabia, Read 1
"This is not PR in Arabia, it is free advertising flavored with coincidental publicity".
This is the one statement I always use to describe this practice in our part of the world. It is quiet interesting to see a non Arab who have never lived in Arabia, or known an Arab except through the Hollywood propaganda, practicing PR proudly and with attitude in our markets. As I know, PR is the art to communicate via channels that advertising cannot reach or utilize. As I know, PR is an art of communication that can only serve the objective if found in a certain environment that accommodates a democratic practice, fair competition and the knowledge of how to loose a battle and the science of winning it.
We all know that PR helps other communication vehicles to reach areas that are not passable, in the west its the minds, in Arabia, ITS THE HEART. Arabia has had its glory days when both heart and mind were vibrant and active, but not anymore. As the physicians say, the brain is another muscle, if you do not train it, it will become dull and less efficient. Well, this is the case nowadays with our EMRGING PEOPLE IN EMERGING MARKETS. Our minds are at rest, yet our hearts are still pumping. So the question is, if I want to practice PR, isn't it a requirement that I know the WAY to the hearts of Arabians?
My answer is a definite yes but this is not enough. Having a clear knowledge of this WAY, mastering it and possessing the ability to become the controller makes you a successful PR practitioner. Having said that, I would challenge any PR guru coming from the East or West to explain how he/she is planning to reach the hearts of Arabs when not knowing what makes these hearts, happy, sad, satisfied, frustrated, relieved, depressed... Didn't we all agree that what makes a person happy in the US might not even mean a thing to someone in Japan? Why are we taking Arabians for granted? Why does an English PR practitioner thinks that his PR approach reflected by his UK experience works well on the targeted audience in the Gulf and sometimes the whole middle east?? Does a western PR practitioner think that we lost our emotional identity in addition to our intelligence identity? What have inspired the Singaporean PR practitioner to make him/her apply for a PR senior job in our region with no clue of how we live, eat, drink, buy, sell, love, hate, marry, divorce, talk, speak, listen, hear... Isn't PR all about insights? Didn't these practitioners rely on their own local insights to be able to set proper and efficient PR strategies and approaches in their markets?
It is quiet shocking when you see a PR practitioner who have lived in our region for 10 years and he/she still eats in public places during the month of Ramadan because they didn't know/forgot/ignored that it's not something welcome by the people fasting. How do I accept/expect this senior PR practitioner to have the qualifications needed to put a PR approach that will make me change my behavior, follow a new trend or enhance my company’s deteriorated image?
The PR industry in Arabia is not of Arabic characteristics or genes, it is like everything else, imported. Shall we continue to use this product that has proved it's impotency? This is what I will talk about in the coming chapter trying to draw a road map for a new creation of a PR industry (made in Arabia).
Have a good day,
Hameed Halwani
This is the one statement I always use to describe this practice in our part of the world. It is quiet interesting to see a non Arab who have never lived in Arabia, or known an Arab except through the Hollywood propaganda, practicing PR proudly and with attitude in our markets. As I know, PR is the art to communicate via channels that advertising cannot reach or utilize. As I know, PR is an art of communication that can only serve the objective if found in a certain environment that accommodates a democratic practice, fair competition and the knowledge of how to loose a battle and the science of winning it.
We all know that PR helps other communication vehicles to reach areas that are not passable, in the west its the minds, in Arabia, ITS THE HEART. Arabia has had its glory days when both heart and mind were vibrant and active, but not anymore. As the physicians say, the brain is another muscle, if you do not train it, it will become dull and less efficient. Well, this is the case nowadays with our EMRGING PEOPLE IN EMERGING MARKETS. Our minds are at rest, yet our hearts are still pumping. So the question is, if I want to practice PR, isn't it a requirement that I know the WAY to the hearts of Arabians?
My answer is a definite yes but this is not enough. Having a clear knowledge of this WAY, mastering it and possessing the ability to become the controller makes you a successful PR practitioner. Having said that, I would challenge any PR guru coming from the East or West to explain how he/she is planning to reach the hearts of Arabs when not knowing what makes these hearts, happy, sad, satisfied, frustrated, relieved, depressed... Didn't we all agree that what makes a person happy in the US might not even mean a thing to someone in Japan? Why are we taking Arabians for granted? Why does an English PR practitioner thinks that his PR approach reflected by his UK experience works well on the targeted audience in the Gulf and sometimes the whole middle east?? Does a western PR practitioner think that we lost our emotional identity in addition to our intelligence identity? What have inspired the Singaporean PR practitioner to make him/her apply for a PR senior job in our region with no clue of how we live, eat, drink, buy, sell, love, hate, marry, divorce, talk, speak, listen, hear... Isn't PR all about insights? Didn't these practitioners rely on their own local insights to be able to set proper and efficient PR strategies and approaches in their markets?
It is quiet shocking when you see a PR practitioner who have lived in our region for 10 years and he/she still eats in public places during the month of Ramadan because they didn't know/forgot/ignored that it's not something welcome by the people fasting. How do I accept/expect this senior PR practitioner to have the qualifications needed to put a PR approach that will make me change my behavior, follow a new trend or enhance my company’s deteriorated image?
The PR industry in Arabia is not of Arabic characteristics or genes, it is like everything else, imported. Shall we continue to use this product that has proved it's impotency? This is what I will talk about in the coming chapter trying to draw a road map for a new creation of a PR industry (made in Arabia).
Have a good day,
Hameed Halwani
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