Trust or bust: global crisis redefines corporate communications There are a lot of things we can do to regain someone’s lost trust. We can write a card, send an email, or make a phone call to explain and mend the situation. Regardless of the preferred method, the important thing to do is to communicate, and at the soonest possible time. How and when communication is done will determine if the relationship can be rebuilt and if it can still be sustained. Communicating Through the Chaos The wave of uncertainty unleashed by the global credit crunch has forced businesses in the Middle East to seriously re-evaluate their operational strategies. Across all industries, companies in the region are trying to pinpoint activities that can be either downscaled or dropped altogether without sacrificing viability. Consumer centric campaigns will create a stronger Middle Eastern PR Industry The UAE’s Public Relations (PR) industry continues to show signs of vibrancy and increased productivity amidst a global financial crisis that has managed to affect almost all businesses in the international and local market. As the demand for market driven campaigns is increasing, the industry has seen a dramatic shift wherein consumers are now exercising more awareness and influence over the products that they decide on purchasing and patronizing. Say what? Do what? Deploying crunch-time communications when it counts There is an old saying that spreading a nasty rumour is like ripping a feather pillow apart: while you may be able to gather back a majority of the feathers, some remain lost and floating around. The same may be said for crises in today’s highly-competitive markets; a sensitive issue, a scandal, or hints at corruption can leave doubts, criticisms and allegations floating around long after the situation has been resolved. Today’s PR firms must prepare strategies to swiftly and properly address and contain crises to avoid clients from drawing themselves into a protracted and unwinnable pillow fight. Do Middle Eastern businesses really need Corporate Social Responsibility? Experts continue to debate the significance of Corporate Social Responsibility (CSR) in the Arab setting. CSR is formally defined as a concept whereby organizations safeguard the interests of society by taking responsibility for the effects of their activities on both the environment and various stakeholders such as customers, suppliers, employees, shareholders, and communities. While some groups view the concept as purely an act of enforced charity, others insist that CSR will play a key role in helping the region attain its growth potential. PR’s role in brand management Most companies today are concerned about brand management. Put simply brand management means associating positive values with a given brand – such as trust, integrity, value, etc. Depending on the brand, it may be promoted as value for money, premium, exclusive, durable, strong, etc. PR and Advertising In the cluttered world of advertising, numerous ads cry for attention. One is lucky if a particular ad is noticed. Advertising lacks the power to sell a product effectively, because it imposes a certain point rather forcefully. It may make people sit up and take notice, but it will not necessarily propel them to rush out and pick up the product. Providing local Public Relations globally The number one rule in PR is that it cannot be duplicated or replicated. It must be tailored to the specific cultural and corporate nature of individual firms and the business culture they operate in. Don't hide in your shell Why should a company invest in a PR campaign when its relevant market is in crisis? Simple answer: Why shouldn't it? Crisis Communications - Making it work for you It's every corporate's worst nightmare. A large scale crisis, attracting public scrutiny and creating a three-ring media circus. Confusion reigns supreme, further compounded by a fast and furiously buzzing grapevine. A wave of sheer terror engulfs the company. How does one react in such a precarious situation? High Impact PR for High Tech Companies High technology has spawned diverse businesses. Almost every week one hears of new IT companies taking birth and an equal number, or more, dying a sudden death. Above the din created by high technology, only a few survive, not necessarily the best, but those who cleverly balance business successes with effective marketing communication techniques and strategies. The challenge of delivering marketing messages in Arabic People who are learning a new language are often challenged by the factor called “the features of a language”. Plainly speaking, this refers to the spirit of a particular language, its nuances and peculiar characteristics. Language is more than mere words. It is the sum total of the culture, history and environment of the land. That is why certain phrases when translated into a new language do not have the same impact and often do not convey the right message. ONLINE PR COMES OF AGE It is a cliché to say that we are living in a “global village.” The communication revolution that has taken place over the past few years, and that is still evolving, has moved at such speed that few of us care to remember that a few years ago the fax was a novelty. Now the Internet and email usage have made the “village” even smaller. Like in a traditional village, we come to know everything that happens in any corner within minutes. Quite often the speed of dissemination of information is several times faster than that of a traditional village where weather and nature would often come in the way of spreading the news. In the cyber world no such obstacles arise, except occasional hiccups like viruses or hacking. A POWERFUL FORCE FOR DRIVING MARKETING It was said a few moons ago that in the not too distant future, the brick and mortar banks would be totally replaced by ATM machines and c