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