PR is ever-changing

Lets be honest ... how many times have you heard the phrase, “PR is changing”? I did a number of times and as much as this phrase makes me cringe, I think PR professionals agree that PR is ever-changing.

So, here is what i think...

Social media will drastically change PR in 2010—so be prepared and be educated about the many ways you can use social media.

Reputations will be fragile and harder to control. With social media increasing, everyone will have a say in brand management. And, with this, crisis communications preparation will be more important than ever.

The way people get information will change. Therefore, the way PR pros reach their target audiences will change. We need to get information to our audiences where they are looking for it.

In the end, the PR pros that embrace these trends and adapt to them will come out on top in 2010.

Δημόσιες Σχέσεις και μικρομεσαίες επιχειρήσεις

Μια από τις πιο συχνές ερωτήσεις που δεχόμαστε ως επαγγελματίες του κλάδου δημοσίων σχέσεων, είναι κατά πόσον οι μικρομεσαίες επιχειρήσεις μπορούν να αντέξουν το κόστος της παροχής τέτοιων υπηρεσιών.

Θα ήθελα από την αρχή να τονίσω ξεκάθαρα ότι είμαι υποστηρικτής της φιλοσοφίας πως η παροχή οργανωμένων δημοσίων σχέσεων μπορεί να υπάρξει για όλους τους τύπους των επιχειρήσεων, ανεξάρτητα από το είδος των προϊόντων ή των υπηρεσιών που προσφέρουν.

Αποτελεί κατά την άποψή μου σύνδρομο μια πολύ λανθασμένη αντιμετώπιση όταν εταιρείες επικοινωνίας θεωρούν υποτιμητικό την ανάληψη ενός πελάτη, η επιχείρηση του οποίου ανήκει στις «χαμηλότερες» θέσεις στην ανταγωνιστικότητα της αγοράς εξαιτίας του χαμηλού προϋπολογισμού της. Η παροχή υπηρεσιών δημοσίων σχέσεων δεν είναι προνόμιο των μεγάλων και οικονομικά ισχυρών εταιρειών, αλλά αποτελεί «εργαλείο» ανάπτυξης για κάθε οικονομική δραστηριότητα που ακολουθεί τους νόμους της αγοράς και της ανταγωνιστικότητας.

Σίγουρα μια μικρή επιχείρηση δεν μπορεί να συντηρεί την οργανωμένη μορφή δημοσίων σχέσεων ως μία από τις σημαντικότερες λειτουργίες της, καθώς το κόστος θα είναι μεγάλο και σε σύντομο χρονικό διάστημα δεν θα μπορεί να ανταποκριθεί. Μπορεί, ωστόσο, να ακολουθήσει τη συμβουλευτική οδό και να ξεφύγει από τη πολιτική της εφαρμογής του «μάρκετινγκ της γειτονιάς» και την αναμονή της «καινούργιας ιδέας» που μπορεί ίσως ή κάποτε να έχει κάποιος από τους συμμετέχοντες στη λειτουργία της επιχείρησης. Θα μάθει να ενσωματώσει και τον επιστημονικό τρόπο σε κάτι που τόσο καιρό πραγματοποιεί απλά και μόνο εμπειρικά ή γιατί παρατήρησε ότι κάποιος άλλος έκανε το ίδιο και είχε επιτυχία, χωρίς όμως μέχρι σήμερα να έχει αναρωτηθεί για τους παράγοντες που οδήγησαν σε αυτή την επιτυχία.

Σε ότι αφορά το κόστος, πιστεύω πως μια συνεργασία που θα αναπτυχθεί ανάμεσα σ' ένα εξειδικευμένο γραφείο δημοσίων σχέσεων και μια μικρομεσαία επιχείρηση που θέλει να επεκταθεί περισσότερο ή απλά να διατηρήσει τη σημερινή της ανοδική πορεία, μπορεί εύκολα να έχει θετικό αποτέλεσμα και για τις δύο πλευρές, αρκεί να υπάρχει επαγγελματική εντιμότητα από την πλευρά του γραφείου και δημιουργική θέληση από τη πλευρά της επιχείρησης.

Η εξειδικευμένη εταιρεία δημοσίων σχέσεων πρέπει να καταρτίσει ένα ολοκληρωμένο πρόγραμμα προσαρμοσμένο στα οικονομικά και λειτουργικά μέτρα της κάθε επιχείρησης, ανεξαρτήτου μεγέθους. Από την πλευρά της, η επιχείρηση-πελάτης πρέπει να διακατέχεται από υπομονή και πνεύμα εμπιστοσύνης και πιστής προσήλωσης στο προτεινόμενο πρόγραμμα το οποίο φυσικά προέκυψε ύστερα από σημαντική και ουσιαστική έρευνα.

Όλα μπορούν να γίνουν, να βελτιωθούν, αλλά και να διαμορφωθούν, φτάνει να υπάρχει η θέληση από την ίδια την επιχείρηση και να απευθυνθεί στην κατάλληλη εξειδικευμένη εταιρεία δημοσίων σχέσεων.

Experience Abu Dhabi

Two centuries ago, a hunting party of the Bani Yas Bedouin tribe saw a gazelle drinking at a spring on the island. The discovery gave rise to the name Abu Dhabi – “father of the gazelle”. As the island offered security, fresh water, grazing and fishing, the Bani Yas leader moved his people there from Liwa in 1761. Descendants of that leader, who formed an alliance with the other important Bedouin tribes in the region to create a stable Emirate, the jewel of the region, have ruled Abu Dhabi ever since. Less than 50 years ago, the emirate of Abu Dhabi was little more than an empty desert inhabited by nomadic Bedouin tribes. In the coastal areas, pearling, fishing and dhow trading (a dhow is a traditional Arabic vessel) were the main sources of income, whereas further inland, it was the nomadic breeding of camels, goats and sheep, as well as cultivation and date trading, which supported the local population. In 1939 the Sheikh gave permission to a British company to search for oil but it was not until 1958 that huge reserves were found offshore, by an Anglo-French consortium, promoting the island into one of the greatest economic powers of the region.

The differing landscapes of Abu Dhabi are remarkable. The Rub Al Khali (or Empty Quarter), is a vast arid desert famous for its spectacular sand dunes and a world apart from the Manhattan-like skyline of Abu Dhabi city. Then there is Al Ain, the garden city on the emirate’s border with Oman, the Liwa oasis set amidst towering red dunes and much more for the visitor to explore and discover.

Abu Dhabi is split into three areas; Abu Dhabi City (and the offshore islands), the Eastern Region (which includes the oasis of Al Ain) and the Western Region (which incorporates Liwa).

Abu Dhabi’s location on an island makes it compact and accessible. It is easy to find your way around the city and fascinating to explore by foot, hire car or taxi. A busy metropolis of spectacular high-rise office towers, shops, restaurants and superb hotels, the city is interspersed with residential districts and its layout reflects it origins as a fishing village. Abu Dhabi not only looks out to the blue waters of the Gulf, but many of the places of interest to visitors are located within a few blocks of the sea, as are many of the international quality hotels.

Inland from the Corniche and Breakwater, Abu Dhabi has many other areas of interest for the visitor. Airport Road is lined with shops, cafes and restaurants and forms the spine of the city. On the west side of the island is Al Bateen, with several large parks and the Bateen shipyard, which is well worth a visit to see the ancient skill of dhow making. Al Markaziyah is a centrally located business and shopping area while Al Safarat at the southern end of the island houses the General Exhibition centre - purpose built for major exhibitions. The port district of Al Meena, on the northern tip of the island, features several traditional markets (souks), as well as modern shopping malls.

While Abu Dhabi is a predominantly modern city, the past is still very much in evidence. Walking through the streets you will feel the unmistakable ambience of the city's heritage and history; its modern buildings and spectacular mosques are framed by traditional architecture and evidence of the simple lifestyle that existed not long ago. Even the sounds and smells evoke a taste of the past. In the port area east of the Corniche are the Al Meena, Iranian and Afghan souks, as well as markets specialising in fish, meat and vegetables.

The nearby Dhow Harbour, a working port from where these traditional vessels ply the trade routes of the Gulf and beyond, provides another fascinating taste of Abu Dhabi's living traditions against a backdrop of modern skyscrapers.

Abu Dhabi combines old world charm and cosmopolitan sophistication in a spotlessly clean and safe environment. The distinct blend of east and west offers immense diversity and variety. Visitors will be spoiled for choice with experiences that appeal to travellers seeking adventure, culture or just simple relaxation.

Evening safaris are especially popular. After witnessing the dramatic desert sunset, visitors may experience camel riding, dressing up in traditional clothing and (ladies) having their hands adorned with henna, before enjoying a sumptuous Arabian barbecue and belly dancing performance.

Abu Dhabi’s island location lends itself to cruising by dhow or cabin cruiser, while day excursions can be arranged through hotels and local tour operators in well equipped dhows offering modern amenities.

Abu Dhabi now rivals neighbouring Dubai as the pre-eminent golfing city of the Gulf, with the development of a range of quality, international standard courses. Golfing enthusiasts have several golf courses to choose from in Abu Dhabi and the courses are either grass, sand or a mixture of the two.

When it comes to food, the demanding traveller will not be disappointed. The broad range of Arabian cuisine is an eloquent reflection of various cooking methods and the variety of spices combine North African, Iranian, Egyptian and Lebanese influences. Most famous are the shawarma (lamb and chicken sliced from a spit in pita bread) and falafel (ball of deep fried beans) sold on stands along the sidewalks.

Alcoholic drinks are served in all major hotels and their licensed restaurants. However, in some exceptions places outside of the hotel resorts will also serve alcohol (e.g. some private clubs and associations such as the Abu Dhabi Golf Club).

Abu Dhabi has an impressive array of top-end accommodation, though cheaper options are available such as apartments, hostels and camping. The majority of places to stay are hotels ranging in standard from three to five stars. Accommodation in Abu Dhabi is mainly situated around the northern end of the island near the Corniche. There are several luxury beach-front properties as well as a range of superior properties in the heart of the city, where shopping is elevated to an art form. Abu Dhabi is undoubtedly a shoppers’ paradise with a wide range of products on offer at often unbeatable prices. Whether you head to the designer boutiques, malls or haggle in the local souks, shopping in the emirate should not be missed!

FYI: Etihad Airways, the national airline of the United Arab Emirates, offers the Cyprus public the opportunity to explore the wonderful world of Abu Dhabi through its direct flights from Larnaca, three times a week, in very competitive prices. For more information you can visit www.etihadairways.com/cy, or contact your travel agent.

Junk Mail – Enough is Enough

Junk mail is advertising of one sort or another that arrives in your P.O. Box, mailbox, under your windscreen wipers, or even handed to you through your driver’s window when you are stopped at traffic lights. There does not seem to be a day that passes without being confronted with junk mail.

It is actually the result of direct marketing campaigns designed to get you to buy all manner of products from meat to electrical goods and from spectacles to furniture.

The official name for this is Direct Targeted Market Literature (DTML) and it is delivered by the handful, with Cyprus – it has to be said – having more than its fair share.

Many retailers throughout Europe collect information from buying so called “mailing lists”, or by scanning loyalty cards that compile records of your preferred purchases. Retailers in Cyprus though do not seem to be that subtle. Instead they simply swamp households and P.O. Boxes with the stuff. There is also an effective way of reducing junk mail throughout many parts of Europe. It is called Mail Preference Service, and operates by forwarding your request to a central authority, which in turn informs retailers on your behalf that you wish to be taken off delivery lists. Such a system does not exist here in Cyprus, and so it seems that we will all have to wait until hopefully the printing and distribution of junk mail is just no longer cost effective.

The environmental and security implications of junk mail are enormous. For example, the paper wastage aspect of junk mail is frankly horrifying, especially when you consider that most of it ends up in waste bins or is discarded to collect and blow about the street.

The security risks it poses are many with the so called “give away” trick being the greatest. If, for example, the owner or renter of a property is away, their mailbox continues to be stuffed with junk mail, which in turn gives a would-be-burglar a very good indication that the property is empty and that there is nobody at home to hinder breaking in.

Unfortunately there is little if anything you can do in Cyprus to reduce or eliminate tiresome junk mail from being thrust upon you. But one thing that many householders are increasingly doing, is asking a neighbour to routinely empty their mailbox of junk mail whilst they are away. One other thing you can try is to post a sticker on your mailbox asking (in Greek and English) for junk mail not to be left. These small stickers are available free from Green Party offices.

NOTE: Published in THE CYPRUS SUN Magazine