We’re Media Partners of the 2nd Annual MENA Search Awards!

We are delighted to announce that we will be media partners of this year’s MENA Search Awards, being held at the Madinat Jumeirah Resort in Dubai, on Thursday 20 September.

 

Last year, the first MENA Search Awards went off with a bang, so this year it’s going to be bigger and better than ever, join us for a night to celebrate and reward the innovation and achievements of the Search industry for agencies and brands either based in, or delivering work for, the Middle East and North Africa.

 

Brought to you by Don’t Panic Events, who masterminded the legendary UK Search Awards, European Search Awards and US Search Awards. Winning a MENA Search Award will be a prestigious honor, upholding quality and integrity above all, the event is guaranteed to attract the best in the business.

 

There are 33 categories designed to showcase and celebrate the region’s leading search agencies and brands, judged by a panel of influential and respected industry professionals.

The judges will operate a transparent two-step process, involving pre-scoring and a face to face panel discussion. The MENA Search Awards is one of the industry’s few digital industry award schemes where judges are not permitted to enter.

Entry forms can be downloaded from the awards site here, then completed and uploaded to the online entry system. Entries are charged at $150 (+VAT) per entry before the deadline on 14 June 2018.

 

For more information on what the judges look for in a winning campaign or agency, take a look at the judging process & criteria.

For any further assistance on entering the awards, please contact Sarah Belcher on +44 (0) 1706 828 855 or email Sarah.Belcher@dontpanicprojects.com.

MENA Young Lions PR – Winners 2018

PRCA MENA is pleased to announce that the Hill+Knowlton Strategies team of Mohamad Saber and Peter Hermina have won the MENA Young Lions PR Competition with their campaign ‘Half a Million Dollars.’ They will go on to represent the region in the PR Young Lions Competition at the Cannes Lions International Festival of Creativity, sponsored by the International Communications Consultancy Organisation (ICCO).

This year was the third year PRCA MENA has ran the competition and this year saw over 28 entries from teams of two under the age of 30, all responding to a brief from Education for Employment, which performed as the ‘client’. Each team then had 24 hours to create a creative and effective campaign, followed by a five-minute presentation.

Commenting on Saber and Hermina’s campaign, the judges said that the team produced “an honest, fully connected, and creative campaign that worked and was presented with great passion with a great ability to think on their feet”.

“It was inspiring to see the amount of passion, creativity and energy being put into the PRCA MENA Young Lions entries,” said Alex Malouf, Jury Chair for this year. “The short-listed entries combined sharp insights, innovative strategies and extensive use of measurement. The finalists made our decision very tough at the end of the day, and I’m confident that the PRCA MENA Young Lions winners will do the region justice in Cannes.”

Leanne Foy MPRCA, General Manager, PRCA MENA, said: “I would like to congratulate Mohamed and Peter on their win. We wish the pair the best of luck in Cannes where I am sure they will do the industry and the UAE proud.”

MENA Young Lions PR Competition

PRCA MENA has announced the shortlist for the Young PR Lions MENA competition to find the best young PR professionals in the country.

Eight teams have been shortlisted to win the accolade this year and one of them will be heading to the Cannes Lions International Festival of Creativity to take part in the international competition in June, 2018. Each team is made up of two PR professionals aged 30 or under.

The shortlisted agency teams are:

  • Radwa El Taweel & Siddhi Sainani – BPG Cohn & Wolfe
  • Karine Ramadan & Mia Khalil – Edelman
  • Amey Borkar & Jehana Jabbar – Edelman
  • Nisha Idicula & Audrey Fernandes – Golin MENA
  • Mohamed Saber & Peter Hermina – Hill+Knowlton Strategies
  • Cindy Blaser & Heleen Laurisson – Q Communications
  • Ali Fathalla & Deepti Chadalavada – Weber Shandwick
  • Becky Briggs & Millie Roberts – Weber Shandwick

The eight agencies have been narrowed down from 28 MENA competitors, after responding to a brief set by Education for Employment (EFE) , which performed as the ‘client’. Participating agencies had 24 hours to create a campaign.

The shortlisted teams will be asked to deliver a five minute presentation explaining their PR campaign on the 19th March in Dubai. Following this, there will be a five minute Q&A session.

The judging panel for this years’ competition is: Mariel Davis, Education for Employment; Alex Malouf, Procter and Gamble; and Louise Jacobson, Brazen.

Following this, the winning MENA team will be announced on 20th March and will receive complimentary accommodation and delegate passes to the Cannes Lions International Festival of Creativity.

The team will then compete against representatives from more than 30 countries, delivering a presentation for a non-profit organisation in 24 hours that will be judged by a selected jury.

The International Communications Consultancy Organisation (ICCO) is the sponsor of the Young PR Lions competition to find the most talented young PR team in the world; and PRCA MENA is responsible for running the element of the competition from the region to find the country’s brightest and best young PR talent.

Winners of PRCA MENA Awards 2018 announced

The PRCA MENA Awards 2018 celebrated the very best individuals, teams, and campaigns from the PR and communications industry from across the Middle East and North Africa.

Leading practitioners attended the awards at the Renaissance Downtown in Dubai on the evening of Wednesday, 21st February. The event, hosted by broadcaster and journalist Katie Fielder, saw consultancies, individuals, and in-house teams compete for awards in 15 categories.

The big winners of the night were Seven Media and Brazen, winning two awards each. Seven Media won Large Agency of the year for the second year running, and also Best Digital campaign for ‘Bring George Home’ for Barasti. Q Communications was highly commended for its work with ‘Living the Voss Lifestyle’ in the Best Digital Campaign category.

Brazen won the Media Relations category with ‘Brazen gets behind the wheel with Careem’, with Seven Media being highly commended in the same category for its work with ‘Novo Cinemas’.

Brazen also won the Small Agency of the year category. Instinctif Partners was highly commended in the same category. Ras Al Khaimah Tourism Development Authority won the in-house team of the year award.

Markettiers won the Results on a Budget award for its ‘IMG World of Adventures – Dino Time’ campaign, and Weber Shandwick picked up highly commended for the campaign ‘Children’s National’.

Lauren Brush MPRCA, Senior Communications Consultant, Active DMC, won Rising Star of the Year. David Willett MPRCA, Head of Digital/SDAM, Weber Shandwick, was highly commended for the Rising Star of the Year Award. The PR Leader of the Year was awarded to Lucy O’Brien MPRCA, General Manager and Partner, FleishmanHillard.

Best B2B Campaign was awarded to Toh for its work with ‘Boom Supersonic – Heralding the New Jet Age’ and highly commended was handed to Yardstick Marketing for its work with RSM.

Best B2C Campaign was awarded to Hill+Knowlton Strategies for its ‘Arla Brand Launch’ campaign. Weber Shandwick was highly commended for its work with McDonalds.

The Best Influencer Relations award was handed to BPG Cohn & Wolfe for its work on ‘Hotels.com’. Joton picked up the highly commended award in that category.

Weber Shandwick won the Best Crisis Campaign award for its ‘FAB Merger’ campaign.

Impact Porter Novelli was awarded the Best Integrated Campaign award for its ‘Centrepoint Family Clock’ campaign. Marriott was highly commended for its ‘Ramadan with Marriott’ campaign.

Regional Campaign of the Year was awarded to Matrix PR for its campaign ‘Face It All With Himalaya’. Shamal Communications was highly commended for its work with ‘Arabian Travel Market’.

The newly added Game Changer Category was won by Edelman with the campaign ‘SYFY- Channel Zero, no Ends House TV Series Launch’. Highly commended was awarded to Hill+Knowlton Strategies with the campaign ‘Music on the Fairways: Changing the Game of Golf with HSBC’.

Leanne Foy MPRCA, General Manager, PRCA MENA, said: “It is a great pleasure to announce the winners of the PRCA MENA Awards 2018. The breadth and depth of the campaigns, teams, and individuals that we’ve seen this year demonstrates the strength of communications across the region.”

The full list of winners:

Large Agency of the Year

Winner – Seven Media

Small Agency of the Year

Winner – Brazen

Highly Commended – Instinctif Partners

In-House Team of the Year

Winner – Ras Al Khaimah Tourism Development Authority

PR Leader

Winner – Lucy O’ Brien

Rising Star

Winner – Lauren Brush

Highly Commended – David Willet

Best PR Campaign: Crisis Campaign

Winner – Weber Shandwick ‘FAB Merger’

Best PR Campaign: Integrated 

Winner – Impact Porter Novelli – ‘Centrepoint Family Clock’

Highly Commended – Marriott – ‘Ramadan with Marriott’

Best PR Campaign: Digital 

Winner – Seven Media – ‘Barasti #BringGeorgeHome’

Highly Commended – Q Communications – ‘Living the Voss Lifestyle’

Best PR Campaign: Regional Campaign of the Year

Winner – Matrix PR – ‘Face It All With Himalaya’

Highly Commended – Shamal Communications – ‘Arabian Travel Market’

Best PR Campaign: Results on a Budget

Winner – Markettiers – ‘IMG Worlds of Adventure – Dino Time’

Highly Commended – Weber Shandwick – ‘Childrens National’

Best PR Campaign: Game Changer 

Winner – Edelman – ‘SYFY- Channel Zero, No Ends House TV Series Launch’

Highly Commended – Hill+Knowlton Strategies – ‘Music on the Fairways: Changing the Game of Golf with HSBC’

Best PR Campaign: Business to Business 

Winner – Toh – ‘Boom Supersonic – Heralding the New Jet Age’

Highly Commended – Yardstick Marketing – ‘RSM a Tax and Auditory Firm, Prepping Itself for VAT’

Best PR Campaign: Business to Consumer

Winner – Hill+Knowlton Strategies – ‘Arla Brand Launch’

Highly Commended – Weber Shandwick – ‘Beef Nation’

Best PR Campaign: Media Relations 

Winner – Brazen – ‘Brazen Gets Behind the Wheel with Careem’

Highly Commended – Seven Media – ‘Novo Cinemas’

Best PR Campaign: Influencer Relations

Winner – BPG Cohn & Wolfe – ‘Hotels.com #tasteofexploring’

Highly Commended – Joton – ‘Launch of Royal Velvet & Wonderwall’

PRCA and IABC sign agreement for cooperation across EMENA

The PRCA has signed a Memorandum of Understanding for mutual cooperation with the International Association of Business Communicators (IABC) across the EMENA region.

The International Association of Business Communicators (IABC) is a global network of communication professionals committed to improving organisational effectiveness through strategic communications. Established in 1970, IABC serves members in more than 70 countries for networking, career development and personal growth.

The agreement between the two bodies will include the co-promotion of events where suitable to members of each organisation; engagement in each other’s events whenever appropriate; and shared discounted prices for members of either organisation for events and other activities. The organisations are also planning the provision of a rebate offering for their major events.

Francis Ingham MPRCA, Director General, PRCA, said: “We are very pleased to forge this new relationship with IABC, an association which provides a hugely important role within the global business communications community.

“The PRCA and IABC share many values, not least the importance of raising standards in professionalism and ethics, and I look forward to working closely with them this year.”

Alex Malouf, Regional Chair, IABC EMENA, said: “The PRCA has done much to promote the importance of communications as a strategic function globally. There’s much we can achieve by collaborating on issues that we both care about, such as education, ethics and professionalism. This agreement will deliver more benefit for both our members across the region.”

PRCA MENA PR Young Lions Competition Open for Entries

PRCA MENA is pleased to announce that it has partnered with Cannes Lions for the third year running to be the Cannes Lions PR Partner for the Middle East and North Africa.

The MENA PR Young Lions competition is the pre-selection competition for the Cannes PR Young Lions competition 2018. It is open to all PRCA MENA members and non-members who wish to enter their brightest talent in the MENA version of the competition. All entrants will respond to a brief created by charity in the region, over the course of one working day (28th February). The submitted presentations and written submissions will then be judged by a jury and a shortlist of six campaigns will be invited to Dubai to deliver a five-minute presentation to the jury, explaining the campaign and the written submission.

The winners of this competition will go on represent the MENA Region in the Young Lions PR competition at the Cannes Lions International Festival of Creativity in June 2018, where the PRCA will cover, accommodation, delegate and competition entry passes.

KEY DATES:
26 February: Registration Closes 17:00
27 February: Charity revealed
28 February: Creative Brief Issued 10:00
1 March: Entries Due by 10:00
14 March: Shortlist Announced
19 March: Finalists pitch to MENA Jury in Dubai
20 March: MENA winners announced
17-21 June: MENA winners travel to Cannes Festival of Creativity for the PR Young Lions Competition

You can find out more on this exciting opportunity and how to enter by emailing tom.allen@prca.mena.global

PRCA MENA Awards Shortlist 2018

We are delighted to announce the full shortlist for the PRCA MENA Awards 2018.

Campaign Categories:

Regional Campaign of the Year

  • Brazen – Wadi shops for success
  • Matrix PR – Face It All With Himalaya
  • Seven Media – Abu Dhabi  Formula One Grand Prix
  • Seven Media – Image Nation
  • Shamal Communications – Arabian Travel Market

Crisis Communications

  • Instinctif Partners – Tadawul Brings International Crisis Management to Saudi Arabia
  • Weber Shandwick – Beef Nation
  • Weber Shandwick – FAB Merger

Results on a budget

  • Active DMC – Les Mills: Launching the Middle East’s First VR Workout
  • Fleishman Hillard – Alcatel A5 LED Launch
  • Markettiers- IMG Worlds of Adventure – ‘Dino Time’
  • Q Communications – First Emirates EVRT Drives UAE Towards Sustainability
  • Seven Media – Ras Al Khaimah Recycling
  • Weber Shandwick  – Children’s National

Media Relations

  • BPG Cohn & Wolfe -HMD Global – Nokia 8
  • Brazen – Brazen Gets Behind the Wheel with Careem
  • Edelman – Black Tap – Dubai Launch
  • Grayling – DoubleTree By Hilton – World Kindness Day
  • Jotun – Making Traditional Trendy
  • Action Global Communications & RAKTDA – Jebel Jais Via Ferrata Season Launch
  • Seven Media – Novo Cinema’s
  • Weber Shandwick – Yas Island

Integrated

  • Imdaad- FMEXPO
  • Impact Porter Novelli – Centerpoint Family Clock
  • Hill+Knowlton Strategies – Arla Brand Launch
  • Jotun – Jotun Colour Trends 2017
  • Marriott – Ramadan with Marriott
  • Matrix  PR – Himalaya
  • Seven Media – Manchester City Football Club
  • Weber Shandwick – National Housing Loans ‘Our Home, Our Design’

Influencer Relations

  • BPG Cohn & Wolfe – Hotels.com #tasteofexploring
  • Edelman – City Walk – A Stylish Affair
  • Hill & Knowlton – #MyPorscheDXB
  • Jotun – Launch of Royal Velvet & Wonderwall
  • Matrix – #fashionblossoms Spring Summer 2017
  • Seven Media – Rolls Royce
  • Yardstick Marketing -Glamazle.com  #theglamsoiree

Game Changer

  • Edelman – SYFY- Channel Zero, No Ends House TV Series Launch
  • Hill & Knowlton – HSBC’s sponsorship and stunt launch in support of the Abu Dhabi HSBC Golf Championship
  • LG-One – LG Signature Launch
  • Markettiers – IMG Worlds of Adventure – Dino Time
  • Seven Media – Barasti #BringGeorgeHome
  • Weber Shandwick – Beef Nation

Digital

  • BPG Cohn & Wolfe – Hotels.com #tasteofexploring
  • IBM – The Rhino Internet of Things Story – A Social First PR Activation
  • Markettiers – IMG Worlds of Adventure – Dino Time
  • Q Communications – Living the VOSS Lifestyle
  • Seven Media – Barasti #BringGeorgeHome
  • Weber Shandwick – McCafe

B2C

  • Brazen – Brazen Gets Behind the Wheel with Careem
  • Edelman – Rainbow Milk Shadow Mom
  • Hill & Knowlton – Arla Brand Launch
  • Hill & Knowlton – Reebok Floatride
  • Jotun – Bring a colourful world home
  • Seven Media – Abu Dhabi Formula One Grand Prix
  • Toh – Monte Carlo Societe Des Bain de Mer (Monte Carlo SBM)
  • Weber Shandwick – Beef Nation

B2B

  • BPG Cohn & Wolfe – Booz Allen Hamilton
  • IBM – The Rhino Internet of Things Story – A Social First PR Activation
  • In2 Consulting – The Arabian Hotel Investment Conference 2017 (AHIC 2017)
  • Oracle – VAT in the GCC
  • Toh – Boom Supersonic – Heralding the new jet age
  • Yardstick Marketing – RSM a tax and auditory firm, prepping itself for VAT

Individual and Team categories:

Rising Star

  • Active DMC – Lauren Brush
  • Brazen – Jennifer Love
  • Grayling – Dhaliya Zankawi
  • Weber Shandwick – Angelina Hedra
  • Weber Shandwick – David Willett
  • Weber Shandwick – Vivianna Vilasmil

PR Leader

  • Lucy O’Brien – Fleishman Hillard
  • Matt Slater & Gregg Fray – Seven Media
  • Anishkaa S Gehani – Yardstick Marketing

In- House Communications Team

  • DTCM
  • Dubizzle
  • IBM
  • RAKTDA

Small Agency of the Year

  • Brazen
  • Instincif Partners
  • Markettiers
  • Matrix
  • Plus 1 Communications
  • Yardstick Marketing

Large Agency of the Year

  • Fleishman Hillard
  • Seven Media
  • Weber Shandwick

How to write a winning award entry

I have been helping a number of clients to write award entries recently and noticed one area where everyone seems to have a block.  Passion and excitement over-rides results. It’s not that they don’t mention achievements at all, but they don’t link closely enough to what the client was trying to achieve.

As a judge, it might surprise you to know that the way most judges look at an award entry is in this order

  • What was the brief?
  • What were the results?
  • Do the results match what the brief asked?
  • Do the results look good against this?

And if the results don’t match the objectives or feel worth all the effort – we move on. It may seem brutal, but often I don’t even read ‘what we did’ and certainly don’t look at the supporting material.

So if you want to win an award, you need to spend the most time on demonstrating your results, rather than hours on making your press cuttings look pretty.

I wrote a blog on judging the CorpComms awards, 10 inside secrets to winning an award – from the judges), to give a feel for how it works to be a judge.  While every award has its own process, the principles are the same – what was this campaign meant to achieve and how well did you do against that goal?

If you want to follow up in more detail, I am delivering courses for the PRCA on How to Write a Killer Award Entry – a half day on Tuesday 24 October in Dubai and a second one later this year in London, in November.

Of course, for any award you have to have done something that stands out, is new and innovative and achieved great results.  That is a given.  But too often people who are writing the award entries get carried away with passion and excitement about a highlight eg a celebrity came to our event – and forget to write it as an AWARD ENTRY.

So what should your award entry look like? The PRCA MENA guidelines say they are looking for ‘campaigns that can demonstrate strategy, research, execution, creativity, originality, and documented results and evaluation’. An entry needs to tell the whole story and demonstrate impact.

  1. Tailor your entry to the specific awards and the category

You would not believe how many people enter exactly the same award entry into two or three different categories eg best web design and best consumer campaign.

It feels lazy and to be honest, most judges feel if you can’t be bothered to ‘answer the question’, then why should they be bothered to judge it?  Judges do these things on a voluntary basis.

You would not expect to see the same objectives for the website as a total campaign?  With a website you would probably want to see the focus of goals and evaluation on site visitors and conversion rates. With the consumer campaign you would expect to see all aspects of a campaign, from research through to the impact on the business and including media coverage, events, relationships built – and then how you helped sales or other key business indicators.

  1. Clarity of objectives

I know many clients still see media coverage as the ultimate aim of a PR campaign. But if they get loads of great coverage and no-one buys their products – is that a success?

The more you can relate your campaign to clear business objectives, the more the judges will love you!

I liked the way DMCC (Dubai Multi Commodities Centre) had a very clear objective to generate leads – this campaign was last year’s winner in PRCA MENA’s best integrated campaign. They had all sorts of activities and results but the final point in their evaluation is ‘Most critically, 798 qualified business leads were generated via report downloads’.

  1. Create an audit trail for your award entry

When you start explaining what you actually did, you want to relate these back to the problem you are solving.

Let’s imagine we are writing the entry on a campaign to recruit top IT graduates.  What I have seen too often is that the strategy might talk about targeting IT graduates from India.  And then the entry lists lots of media coverage in local media.  It may be that there are a lot of people living locally who have relatives in India and there is evidence that they will share with family back home. But you need to explain why this coverage was relevant.

For every activity, make sure it is clear how this links back to the strategy and how it achieves results.

  1. Supporting evidence

Supporting evidence needs to be clearly laid out and linked back to the goals and evaluation. Brazen PR won the PR and content marketing award last year in the PRCA MENA awards for their campaign with Wendy burgers in the Gulf region. This is a good example of laying out your evidence distinctively and making it easy for the judges.

  1. Results and evaluation

As I said, results are probably the most important part of your entry. Make sure they link back to the objectives and check – do these feel good?! Some clients are reluctant to reveal sensitive trade information – such as sales and visitor numbers.  In these cases, try and show the business impact by using percentage growth figures.  You could even get your client to say ‘This campaign helped us reach our sales targets for launch’.

If you want help with how you turn your great campaigns into killer winners, do come to one of our PRCA training sessions.  You can send me your draft entries in advance and I will include as many as possible in the training session.

Good luck!

 

 

GWPR SURVEY REVEALS SIGNIFICANT GENDER GAP AT TOP

Helsinki, ICCO Global Summit, October 6th, 2017 – Leading international networking group GWPR (Global Women in PR) revealed that although women represent two-thirds of the global PR industry, 78% of the CEOs in the top 30 PR agencies worldwide* are men and that they also occupy 62% of seats at the PR boardroom table.

The data collected from the GWPR annual survey, into the working practices of the global PR industry, highlights the fact that very few PR women make it to the top of the profession.

When it comes to salaries women are also falling behind. Comparing like for like, the average salary for men in PR is US$61,284 (£46,156) compared to women US$55,212 (£41,584) – revealing a gender pay gap of $6,072 (£4,572).

By far the biggest gender pay gap is at boardroom level. There is a staggering gap amongst the highest earners, with more than double the number of men (28%) earning over US$150,000 (£113,700) compared to 12% of women.**

The PR workplace does not appear to be more gender equal as we get older – 36% of women believe the PR industry is ageist, compared with 25% of men.

The GWPR survey also provided an important insight into the work/life balance and working practices giving clues as to why more women are not better represented at the top of a profession where they dominate.

One noticeable finding was the confidence gap. Twice as many women (26%) say they are ‘not confident’ asking for a promotion or pay rise, compared to 13% of men. And when asked if they think they will reach the top of the career ladder – 28% of men believe they will ‘definitely’ get there, whereas only 18% of women believe this.

When women were asked what was holding them back the top responses were: ‘it would be too difficult to juggle the demands of a boardroom role with my home and family commitments’ (34%) and ‘I’m not confident enough’ (30%).

Nor surprisingly, 83% of the survey respondents who were parents found balancing childcare and work commitments challenging and 2/3 of women said they took on the main responsibility for organising childcare.

Questions about the workplace clearly revealed the desire for more flexible working. Over half (56%) of the survey respondents believed they could do their job just as efficiently if they didn’t have a fixed office work space.  And a resounding 81% said they felt they would be just as efficient if they could choose the hours they worked. The global PR industry average working week was found to be 44 hours.

Commenting on the survey findings GWPR Co-founder Angela Oakes said “With 24-7 communications and the ability to stay connected anywhere in the world, why do we need to keep to the traditional 9-5 office working day? The PR industry needs to shape up to a newer, more modern way of working. This in turn will help women better manage the demands of work and family commitments so they are given the chance to reach the top of the career ladder.”

“The other clear issue raised by the survey is women’s lack of confidence. We know that gender stereotypes are determined at a very young age and there are social implications. However one solution is mentoring and training women to build confidence. Learning from other successful women that have made it to the top can help enormously in developing the right attitudes to leadership. GWPR represents senior women in the PR industry and we are committed to acting as role models to help the next generation succeed.”

ICCO Chief Executive Francis Ingham added, “It’s imperative that we address the gender gap, so we can retain talented women in the PR industry. A more balanced boardroom makes sound business sense. We need to work together to make this happen and to shape our industry for the future.

 

PR 101 Training Session

After spending four hours in this 101 session I must say I felt pretty tired toward the end, but for the better as it had been such an intense crash course in the basics of PR, which I personally had very little prior experience in. Once the group had introduced themselves a brief introduction was made and key figures in the history of PR were touched upon, inspiring quotes were discussed including one of my favorites from Bill Gates, “If I was down to my last dollar, I’d spend it on PR…”

The first part of the session allowed the speaker to give us all a basic understanding of PR and we were asked to summarize the field into one word. What seemed like quite a trivial task actually ended up being very beneficial as cleverly the speaker returned to these words at the end of the session. We were again asked how to summarize PR in one word and all of us highlighted different factors, proving the session had somehow impacted us all.

What was also very interesting was the use of local case studies that were included in the session. We were able to see how PR affects the majority of companies today and especially those more localized ones in this particular region. Another effective strategy used to explain the basics of PR was to use the comparison of advertising. By discussing PR via an advertising vs. PR perspective allowed us to make direct comparisons and see the major points in a more concise way.

Once the basics were acquired we then moved on to move interactive tasks which allowed the delegates to apply the previously acquired knowledge. We conversed on what key tools are vital for PR professionals and finally ended the session with different groups developing different PR strategies for certain scenarios. I found this the most valuable part of the session as all the previous knowledge acquired could be put into practice and ideas could be bounced off team members with different backgrounds and expertise. Overall a very constructive, practical session which I would highly recommend for those, who like me know the basics and would like to become more informed and gain further skills in the field.