MIDDLE EAST
PR WEEK
Q & A
A positive Association for PR
The Middle East Public Relations Association has revamped its membership structure, and plans conferences and
an inaugural awards event this year. It’s also on a PR drive for the industry itself, which—according to its execu-
tive director Rebecca Hill and new chairman, Dave Robinson—is about more than just flogging press releases
Media Week: Why the big changes at Mepra? MW: Mepra will now be centred on
Dave Robinson: Mepra has changed individual membership. How many
because the PR industry has changed. practitioners to you expect to attract by
When Mepra was first established, PR the end of the year?
was probably best described as a well- RH: Definitely 48—each of the 24 agency
maintained cottage industry. What’s members has two reps. It’s difficult to gauge—
different today is that we have a well- all I can say is that I’ve had a constant stream
developed and emerging PR industry of enquiries. But I’d hope for at least 100
that has grown in quantum leaps in the members by the end of the year.
last five-to-seven years. It’s logical that a
regulatory organisation should step up to MW: Mepra members have to adhere to a
meet that growth. set of regulations and code of ethics. How
has this been enforced in the past?
MW: Some may argue that the industry has DR: In the last four years, we’ve probably
moved on already, but Mepra hasn’t. Shouldn’t had half a dozen or 10 cases. We’ve exited
changes have been made sooner? one agency, and mediated in several cases.
DR: Undeniably, yes. However, up until From time to time, we have Mepra members
the appointment of Rebecca as our complain that other agencies aren’t paying.
executive director, Mepra was wholly The fact that there are any problems at
reliant on the goodwill and time of PR all automatically justifies the existence
individuals. Previously we’ve done salary of Mepra.
surveys, guides on charges, and codes DR: Previously we’ve been a voluntary club. This MW: What are the challenges do you face
of best practice and ethics. However, [DMC membership] turns it into a professional in transforming Mepra into a fully-fledged MW: What is your prognosis for the future
there was an awareness of the fact that organisation, with a professional executive regulatory body, especially at this time? of PR in these tricky times?
there was a finite amount of things we director, and professional accounts. RH: Being the sole manager running it, DR: PR always suffers less compared to
could do. it’s just my time. I’ve got to put in place the rest of the communications industry.
MW: Any other developments on the cards? the building blocks first… But a [financial] What happens in a recession is that people
MW: Mepra is in the process of obtaining DR: It’s going to be more holistic to meet the crisis—or whatever it is—is always a good look for better efficiency for less spend.
a DMC license. How far down the line needs of the agencies and individuals. It’s time to think about communications. Traditionally, we’ve been a very precisely
is this—and what will it mean for explaining what [the industry] is—and isn’t. focused resource. The great tragedy in this
the organisation? It isn’t, for example, about buying off journalists MW: What’s the rationale behind launching region is that we’re perceived as press
Rebecca Hill: We have applied for a trade or just getting press releases into newspapers. the Mepra PR awards this year? release merchants. But I’m confident that
license within Dubai Media City, which Also, in the very near future, there will be access DR: To celebrate the work. And it sets a when the clients see the bottom and try
has been approved, and then we have to training. I also hope that we can do some benchmark and a goal. It’s also good for to work out what to do, they will see the
to register. research studies on the industry. clients, staff, and the overall industry. benefits of PR.
BEST EVER
Dubai’s Drive
Jack Pearce, managing director of Matrix PR, talks
us through his favourite PR campaign
ONE OF the most remarkable, sustained and In truth there have been many
effective PR campaigns in recent years has organisations and campaigns contributing
been right on our doorstep: the promotion to Dubai’s overall success story. From its
of Dubai itself, in all its aspects from tourism inception, the Dubai Promotion Board (now
to finance. 20 years ago, when I told people DTCM) was nothing other than the emirate’s
I lived in Dubai, the vast majority had never PR department. Emirates—the airline—also
heard of it, or thought it was somewhere in played a major part, particularly in the sports
Saudi Arabia. However, in the past decade arena, as did the Economic Department,
the international growth in awareness of and the city’s ports and free zones on the
Dubai as the ‘Hong Kong of the Middle commercial front.
East’ has been exponential. The one campaign that to me epitomises
Modesty and Media Week forbid that I Brand Dubai is this photo shoot of Agassi
claim to have played any part in this process. and Federer playing tennis on the helideck
Though recognition of Jebel Ali Port as one of the Burj Al Arab, one of the most instantly
of only three man-made objects that can be recognisable logos of Dubai. Whimsical?
seen from space, the birth of sand skiing, Certainly. But the irresistible combination
and the kick start of Dubai’s infatuation with of celebrity, seven-star luxury and exotic
breaking Guinness World Records in order location, together with the perceived danger This simple, visually impactful stunt was All we need now is for David Beckham to
to the promote the Dubai Shopping Festival of playing tennis on an unenclosed deck gobbled up by the world’s media and must have sign up to play for Al Ahli Football Club and
2001 all have a familiar ring to them. 211 metres in the air, had it all. set some kind of record for cost effectiveness. I’ll be on the first plane out of here.
20 / 08 FEBRUARY 2009 www.mediaweekme.com
www mediaweekme com
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