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Region’s PR industry must reskill for the new opportunity in ESG communications: #PRovokeMENA Summit

The Public Relations industry in the Middle East must reskill and upgrade its competencies to embrace the fast-growing trend of environmental, social and governance (ESG) communications, observed the opening panel discussion of the fourth annual PRovoke MENA Summit.

Under the theme, ‘A New Middle East Narrative: A Manifesto for Change in PR,’ the discussion, moderated by Sunil John, President – Middle East of BCW and Founder of ASDA’A BCW, explored the need for the PR industry to adapt and thrive in a profoundly changed media and economic landscape. On the panel were Rania Rostom, Chief Communications Officer, GE International Markets; Mazen Nahawi, the Founder & CEO of CARMA; and Vasuki Shastry, an ESG and public affairs expert, and former Global Head of Public Affairs and Sustainability at Standard Chartered.

The discussion centred on three imperatives shaping the new Middle East narrative: the new era of peace following the normalisation of ties between the UAE and Bahrain with Israel, the increased focus of regional governments and businesses on adapting to climate change, and the massive investments by state-owned entities in domestic infrastructure and economic diversification.

“The dramatic changes of the past year make it important for the PR industry to rethink its business and operating models,” said Sunil John. “What matters is not just how quickly we evolve and how we reskill, but also how relevant our work will be for our clients and the media. Our research and hands-on experience of over 20 years in the region tells us that the Middle East is entering a new phase of regional growth and optimism, and our role as PR practitioners must be to set a new communications agenda.”

“It is time to integrate an organisation’s social purpose with its operations, which is a profound communications challenge and opportunity for PR,” said Vasuki Shastry. “Companies that can articulate their purpose and back it up with their actions, will take the lead. ESG communications presents a huge opportunity for PR experts to completely reengineer brands. What will make a difference is the ability to articulate purpose and back this up with facts, which will benefit both brand and share premium.”

“The bold vision for change by regional governments to move from an oil to knowledge-based economy has built the path for a strong innovation ecosystem in the Middle East,” said Rania Rostom. “GE’s Global Innovation Barometer, conducted in the midst of the pandemic, revealed that Saudi Arabia and UAE are seen by global business as innovation-conducive economies, which speaks volumes about the progress the region has made. There is a lot more to be done, in today’s fast-changing landscape, and we can only do it by working together.”

Discussing the importance of trust in communications, Mazen Nahawi said the impact of PR is measured is “less about advertising value equivalency (AVE) and other vanity matrices but about trust: do people believe what we say and how are they engaging. The focus today is to measure the impact of campaigns based on data, and whether it leads to driving conversations at the highest levels.”

The panelists observed that the fair representation of the Middle East in international media can be transformed by the region’s digital-savvy youth, with most major companies recruiting millennials, who are a force for change. “We’ve got a richer canvas to work off,” said Rania. “We need inclusion of more voices into our narrative. More diverse and local voices from the ground up so we can build this collective momentum. It’s a time for openness.”

Concluding the session, Sunil said: “A new era of hope and opportunity is emerging on the horizon, despite the unprecedented challenges of the past 12 months. And it is incumbent upon the PR industry to help convey that message through a new manifesto for change in PR.”

ASDA’A BCW is the Platinum Sponsor of the PRovoke MENA Summit, led by PRovoke founder/chair Paul Holmes and CEO/editor-in-chief Arun Sudhaman.

‘The Arab Uprisings Revisted’ by the Baker Institute Center for the Middle East.  

Sunil John discusses the legacy of the Arab Spring and its impact across the Middle East region in the webinar on ‘The Arab Uprisings Revisted’ by the Baker Institute Center for the Middle East.

 

BCW Ranked Number One on PRovoke Media’s Global Creative Index

UAE, December 21, 2020 – BCW (Burson Cohn & Wolfe), a leading global communications agency, announced it has been ranked number one on PRovoke Media’s ninth-annual Global Creative Index.

PRovoke’s Global Creative Index analyzes entries and winners from more than 25 PR, digital and marketing awards programs from around the world over a 12-month period, up to the 2020 Global SABRE Awards. The formula takes into account the expansion of ‘public relations’ work across multiple categories at advertising-oriented shows.

In honoring BCW, PRovoke reported that BCW’s top ranking was “powered by a range of work from across its global network, including award-winning campaigns for Boehringer Ingelheim, Coca-Cola, Huawei, Lenzing, the NBA and Tencel — with much of the work originating from its Asia-Pacific, EMEA and LatAm markets”.

Donna Imperato, Global CEO, BCW, said: “I am so proud that BCW has been ranked number one on PRovoke’s Global Creative Index because it recognizes BCW’s creative strength, which we have always believed to be the core component of the work we do to move people for our clients.”

Sunil John, President – Middle East BCW, stated: “I’m very proud that BCW has received this global recognition of the exceptional work we are doing for our clients around the world, including the MENA region. I look forward to an exciting 2021with all the challenges and opportunities that a new year brings.”

Term Member Discussion on the Future of the Arab World: Youth Perceptions Looking Ahead by the Council on Foreign Relations 

Sunil John introduces the findings of the 12th Annual ASDA’A BCW Arab Youth Survey at the Term Member Discussion on the Future of the Arab World: Youth Perceptions Looking Ahead, organised by the Council on Foreign Relations

The Middle East Institute – Voices of the Future: ASDA’A BCW’s 2020 Arab Youth Survey

The Middle East Institute organised a dedicated panel session on the findings of the 12th Annual ASDA’A BCW Arab Youth Survey. Sunil John presented the findings, and addressed how the findings of the survey be incorporated into actionable policy, and how economic and sociopolitical dynamics play out differently in the Levant, the Gulf, and North Africa?

Link: Voices of the Future: ASDA’A BCW’s 2020 Arab Youth Survey

MEPRA Podcast Series: The Brief

At the Middle East Public Relations Association’s (MEPRA) Podcast Series – The Brief, Sunil John and Dom Bartkus, Director PSB Middle East, discuss how the ASDA’A BCW Arab Youth Survey results can provide public and private sector organisations with data and analysis to make informed decisions and policies.

 

Babel Podcast series by Jon Alterman

In the Babel Podcast series by Jon Alterman, Senior Vice President, Zbigniew Brzezinski Chair in Global Security and Geostrategy, and Director, Middle East Program at the Center for Strategic & International Studies, a US think-tank, Sunil John talks about the results of the 2020 ASDA’A BCW Arab Youth Survey, how his team develops the survey and how it has changed over the last decade

Listen to the full podcast from here.

The Hill – Aspirations and Resilience: Arab Youth & The COVID-19 Era

The Hill, the Washington DC-based news website and the premier source for policy and political news, brought together key U.S. and Middle East leaders and youth representatives from the region for to discuss ‘Aspirations and Resilience: Arab Youth & The COVID-19 Era.’ Sunil John presents the top findings of the ASDA’A BCW Arab Youth Survey

Sunil John discusses the findings of the 2020 ASDA’A BCW Arab Youth Survey with Arabian Business TV 

Sunil John discusses the findings of the 2020 ASDA’A BCW Arab Youth Survey with Arabian Business TV

 

Dubai One presents extensive coverage of 2020 ASDA’A BCW Arab Youth Survey

Dubai One presents extensive coverage of 2020 ASDA’A BCW Arab Youth Survey with Sunil John explaining the key findings