https://theprpost.com/post/7484/

Merin Mariya advocates platform diversification over media dominance

We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column – PR Conversation – Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Merin Mariya, Director, Public Relations & Marcom at Alliance University, Bangalore, delves into the need for a recalibration of communication strategies as the days of monolithic media dominance have gone by with the audiences of the present times navigating a disintegrated media landscape, throwing a light on how messaging and content should be tailored to the particular subtlety of each platform which plays an important role for engagement. She also discusses how participation and personalization are crucial nowadays with regards to content consumption.With the shifts in media consumption patterns, how are organizations adapting their communication strategies to effectively reach and engage their target audience across various platforms?I am acutely aware of the seismic shifts in media consumption patterns. Gone are the days of monolithic media dominance, today’s audiences navigate a fragmented landscape of platforms, from social media to streaming services and niche online communities. This necessitates a recalibration of our communication strategies. To begin with, we must embrace platform diversification. No longer can we rely on a single channel to reach our target audience. Tailoring content and messaging to the specific nuances of each platform is crucial for engagement.Furthermore, interactive and authentic content reigns supreme. Audiences crave engaging, genuine narratives that resonate with their values and interests. Gone are the days of passive consumption; today, participation and personalization are key. Additionally, data-driven insights are our compass. Understanding audience behaviour and platform performance through meticulous analytics informs strategy development and optimizes content for maximum impact. Finally, agility and adaptability are essential. The media landscape is constantly evolving, demanding a nimble approach.Experimenting with new formats, embracing emerging platforms, and constantly learning from data allows us to stay ahead of the curve and ensure our message resonates with our target audience. By acknowledging these shifts and adapting our communication strategies accordingly, we can navigate the dynamic media landscape effectively, fostering meaningful connections with our target audience and achieving our organizational goals.The importance of proactive crisis communication planning cannot be undermined in today’s market ecosystem. How can organisations and PR agencies effectively manage and mitigate reputational risks during challenging times?We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column – PR Conversation – Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Merin Mariya, Director, Public Relations & Marcom at Alliance University, Bangalore, delves into the need for a recalibration of communication strategies as the days of monolithic media dominance have gone by with the audiences of the present times navigating a disintegrated media landscape, throwing a light on how messaging and content should be tailored to the particular subtlety of each platform which plays an important role for engagement. She also discusses how participation and personalization are crucial nowadays with regards to content consumption.With the shifts in media consumption patterns, how are organizations adapting their communication strategies to effectively reach and engage their target audience across various platforms?I am acutely aware of the seismic shifts in media consumption patterns. Gone are the days of monolithic media dominance, today’s audiences navigate a fragmented landscape of platforms, from social media to streaming services and niche online communities. This necessitates a recalibration of our communication strategies. To begin with, we must embrace platform diversification. No longer can we rely on a single channel to reach our target audience. Tailoring content and messaging to the specific nuances of each platform is crucial for engagement.Furthermore, interactive and authentic content reigns supreme. Audiences crave engaging, genuine narratives that resonate with their values and interests. Gone are the days of passive consumption; today, participation and personalization are key. Additionally, data-driven insights are our compass. Understanding audience behaviour and platform performance through meticulous analytics informs strategy development and optimizes content for maximum impact. Finally, agility and adaptability are essential. The media landscape is constantly evolving, demanding a nimble approach.Experimenting with new formats, embracing emerging platforms, and constantly learning from data allows us to stay ahead of the curve and ensure our message resonates with our target audience. By acknowledging these shifts and adapting our communication strategies accordingly, we can navigate the dynamic media landscape effectively, fostering meaningful connections with our target audience and achieving our organizational goals.The importance of proactive crisis communication planning cannot be undermined in today’s market ecosystem. How can organisations and PR agencies effectively manage and mitigate reputational risks during challenging times?I emphasize the critical importance of proactive crisis communication planning. In today’s dynamic and often unpredictable environment, such planning is not solely advisable, but essential for minimizing reputational damage during challenging times. Reactive crisis management leaves organizations vulnerable, resembling navigation without a life raft. Proactive planning, however, empowers us to react swiftly and strategically, mitigating harm to stakeholders, employees, and our brand image. This plan shouldn’t be static, but rather a living document continuously adapting to anticipated threats. We proactively analyze industry trends, emerging social issues, and even seemingly niche risks to build a comprehensive response roadmap, ensuring decisive action when the unexpected occurs. Beyond the immediate impact, crises can erode trust over time. With a plan, we can control the narrative, be transparent, and actively rebuild trust, crucial elements for long-term damage mitigation.The media landscape constantly evolves, with new threats like cyber attacks and misinformation campaigns emerging. We must continually adapt our plans, stay informed, and embrace new strategies. Let’s move away from hoping for smooth sailing and embrace proactive planning as a core strategy. By investing in preparedness, anticipating the unexpected, and developing confidence in navigating challenges, we ensure that in a crisis, our plan serves as a lifeline, not just a safety net.What are the strategies and tactics that can be used for building and maintaining a strong brand reputation in today’s competitive landscape, especially in terms of authenticity, transparency, and stakeholder engagement?The fiercely competitive brand landscape demands a fortified reputation, meticulously constructed on the pillars of authenticity, transparency, and stakeholder engagement. Consumers, yearning for genuine connection, increasingly disregard superficiality, seeking brands whose messaging and actions resonate with their values and experiences. Cultivating this authenticity fosters trust and loyalty, acting as a potent differentiator in the crowded market. Furthermore, steadfast commitment to transparency is paramount. Proactively address concerns, disclose missteps, and consistently demonstrate ethical conduct. This transparency breeds trust, positioning your brand as a reliable entity.Finally, forge strong and enduring relationships with key stakeholders, encompassing customers, employees, and others whose interests intertwine with your brand's success. Actively listen to their needs, incorporate their feedback, and demonstrate unwavering commitment to their well-being. This fosters shared value and reinforces a positive brand image.According to you, how can the challenges of measuring the impact of PR efforts be addressed? What are the different methodologies and key performance indicators (KPIs) for evaluating the effectiveness and ROI of communication campaigns?In the ever-evolving media landscape, quantifying the impact of PR efforts often presents a formidable challenge. While direct ROI calculations might remain elusive, strategic methodologies and key performance indicators can illuminate a campaign’s effectiveness. Moving beyond traditional media clippings, we must embrace a multi-faceted approach, encompassing social media engagement, website traffic fluctuations, brand sentiment analysis, and influencer reach. By meticulously tracking these KPIs and correlating them with campaign activities, we can glean valuable insights. Did a specific press release drive website traffic? Did influencer partnerships amplify brand mentions?PR’s impact often lies in shaping perceptions and building long-term brand value. While immediate ROI might be elusive, the insights gleaned from data-driven measurement form the cornerstone for future, impactful communication strategies. This allows us to continuously refine our approach, maximizing impact and solidifying our position in the competitive landscape.
https://theprpost.com/post/7322/

BPG UAE appoints Camilla d’Abo as EVP of Communications & Content

BPG UAE (Bates PanGulf), a leading integrated marketing agency part of WPP, today announced the appointment of industry veteran Camilla d’Abo as its new Executive Vice President of Communications & Content.D’Abo will play a key role in driving BPG UAE’s continued success in delivering high-impact MarCom solutions and integrated campaigns for regional clients.“Our people are our greatest asset, and we are delighted to welcome Camilla d’Abo to Team BPG UAE,” said Avi Bhojani, Group CEO, BPG. “A powerhouse of talent and a business leader with a strong track record, Camilla will undoubtedly energise our ‘CX first and Integrated by Intent’ positioning.”Extensive experience and proven leadershipD’Abo brings over 25 years of expertise in the regional MarCom sector. Throughout her career, she has built and led award-winning teams, and has a proven track record of success. She has also founded and successfully managed several of the Middle East’s leading PR agencies.In her new role, D’Abo will oversee all aspects of BPG UAE’s Communications and Social Content Teams. She will work closely with Darius LaBelle, President BPG UAE, and other members of BPG’s Group ExCo.“Having followed BPG’s success story over the past four decades, I am thrilled to be joining at the helm driving the integration of communications and content into the next chapter of BPG 3.0,” said Camilla d’Abo, EVP Comms & Content, BPG.“I believe that being part of a CX focused brand agency with multiple specialist practices is a powerful advantage in the communications sector,” D’Abo added. “I look forward to bringing innovative thinking and integrated strategies that make a real difference to the team, agency and clients.”A strong track record of client successBPG UAE currently manages communications and content for some of the world’s leading organizations, including KPMG, DHL Global Forwarding, Sony MEA, and Warner Bros Discovery. The agency also works with regional clients such as Al Nabooda, Trojena, and Wasl.“We are incredibly excited to welcome Camilla to BPG UAE,” said Darius Labelle, President, BPG UAE. “Her experience perfectly aligns with our vision for the future. Camilla’s deep understanding of the regional MarCom landscape and our integrated capabilities will be instrumental in propelling BPG forward. Her commitment to championing sustainable and purpose-driven marketing will be a major asset to our team.”