Zagoriy Foundation’s Post

The Maturing Landscape of Public Relations: As a seasoned public relations professional with over eight years of experience, I've witnessed a fascinating shift. The days of press releases as the sole PR strategy are long gone. Today's audiences crave authenticity, a genuine connection that goes beyond just information. Building Trust, One Conversation at a Time This element of connection is central to the future of PR. We're no longer just churning out messages; we're crafting strategic communication plans that build trust and foster long-term relationships with stakeholders. Think of it like building friendships – you wouldn't just bombard someone with facts, you'd get to know them, understand their needs, and have a conversation. PR is about that same connection in the professional sphere. Social Media: More Than Just Likes and Followers Social media, of course, is a powerful tool for direct engagement. But it's not just about blasting content and chasing follower counts. We, the PR professionals of today, are like social media storytellers, weaving narratives that resonate with audiences. It's about sparking two-way conversations, building genuine relationships, and fostering a sense of community. Influencers can be fantastic brand advocates, but the key is finding those whose values align with the brand and who can connect with audiences on a personal level. Imagine a brand ambassador who feels like a friend, someone you can trust and relate to – that's the power of connection in social media. Crisis Communication: Empathy in the Storm The dynamic nature of the world demands preparedness for unforeseen challenges. PR professionals need to be proactive, anticipating potential issues and developing clear communication plans. Yet, effective crisis communication requires more than just getting the facts out. Imagine a friend going through a tough time – you wouldn't just bombard them with information. You'd listen with empathy, offer support, and communicate with a sincerity that fosters trust during challenging times. That's the essence of crisis communication – understanding the anxieties of stakeholders and communicating with compassion. Storytelling: The Heart of Connection Storytelling is an age-old tradition, and PR leverages its power to create compelling narratives that resonate with audiences on a deeper level. It's not just about facts and figures – it's about weaving human elements into the communication strategy. Think about showcasing the stories behind the brand – the people who make it tick, the lives it impacts. These stories create emotional connections and leave a lasting impact. The Future of PR: Connection Endures The future of PR is bright, but connection will always be central. As the industry continues to evolve, PR professionals who can adapt, embrace technology, prioritize storytelling, and never lose sight of building genuine connections will be at the forefront. #Communication #CrisisCommunication

The Undervalued Role of Public Relations in Lebanon Introduction: Public relations (PR) is a crucial aspect of any organization’s communication strategy. It plays a significant role in shaping perceptions, building reputations, and managing relationships with key stakeholders. However, in Lebanon, PR is often undervalued, misunderstood, or even misnamed, (communication officer, consultant, customer bringer, etc...). This oversight can lead to missed opportunities for businesses and organizations seeking to thrive in today’s competitive environment. 1. Understanding Public Relations: 1. Media Relations: 2. Crisis Management: 3. Reputation Building: 4. Stakeholder Engagement: Public Relations goes beyond mere publicity; it is a strategic function that integrates with overall brand management and communication strategies. By managing public perception and fostering positive relationships, PR helps organizations build credibility, gain trust, and achieve their long-term objectives. 2. The Situation in Lebanon: In Lebanon, public relations (PR) often suffers from undervaluation and confusion with broader communications or marketing roles. This mislabeling disregards PR's distinct function in managing an organization’s reputation, handling crises, and engaging stakeholders. The lack of a strategic PR approach can lead to damaged reputations, poorly managed crises, weak brand positioning, and ineffective stakeholder communication. For example, Lebanese companies have faced negative impacts due to inadequate PR strategies (Revolution, War, Corona Virus, etc...) highlighting the need for a dedicated PR function to enhance organizational success and maintain a positive public image. 3. The Importance of Recognizing PR: I will leave this space for you to Argue for the need to acknowledge and invest in PR departments. Discuss the benefits of a strong PR strategy, such as enhanced brand image, improved stakeholder relationships, and effective crisis management. Highlight how PR can support business objectives and drive growth through all platforms. 4. Recommendations for Change: We can offer practical suggestions for improving the recognition and value of PR in Lebanon. These could include: - Education and Training: - Strategic Integration: - Awareness Campaigns: Conclusion: Reiterate the importance of public relations as a strategic function that can drive success for organizations. Call on business leaders, policymakers, and the PR community to work together in elevating the status and value of PR within the country. Public Relations Society of America (PRSA) NATIONAL Public Relations Magrino Public Relations

Why We Love Working As a PR The public relations industry is incredibly dynamic. No two days are alike, and each client and project leave us with memorable experiences. Reflecting on my nine years in PR, I vividly recall the initial challenge of transitioning from an ex-journalist to mastering the intricacies of an excel sheet. Over time, I've come to realize that excelling in the PR industry goes beyond mastering hard skills; soft skills are equally crucial. Effective communication, public speaking, and writing skills are indispensable in this field. These skills need to be complemented by data wrangling, content creation, strategic planning, and problem-solving. My favorite aspect of this profession is the opportunity to connect with and meet new people daily. Whether it's interacting with colleagues, clients, journalists, influencers, or experts acting as spokespersons, each encounter adds a vibrant hue to our professional lives. The diversity of interactions ensures that boredom is never part of the equation. Fellow PR practitioners share why they love the industry: This industry has allowed me to understand the art of communication and build networks that transcend geographical boundaries. Not only that, but also, resilience and adaptability have become qualities formed through this industry. - Aubrey Siahainenia, IAPR, Consultant at Telum Media The PR industry has opened up many opportunities for me to expand connections and build good relationships with the media, clients, and professionals from various industries. In the process, I have also learned many new things to develop creativity, critical thinking, and innovation. - Diella Yasmine, Public Relations Supervisor at Agung Sedayu Group Public relations is not just a theory. Being a public relations practitioner involves learning and understanding the ins and outs of communication challenges in various fields. It's very dynamic, full of excitement, and, of course, this knowledge can also be a foundation for us to become better individuals (especially in the way we communicate). - Azelia Faramita, Lecturer in the Strategic Communications, Multimedia Nusantara University I find joy in meeting and connecting with people, as it allows me to share thoughts and stories with individuals from diverse perspectives and backgrounds. This not only inspires me in my professional endeavors but also enriches my personal life. - Theresa Yudistira, Corporate Director of Marketing at Adiwana Hotels & Resorts PR lets me do what I love – connecting genuinely with our stakeholders. It's all about creating a sustainable and two-way dialogue where we can see the direct results. - Dionisia Reni Murti, CEO & Co Founder at Tepa Salira #HindiraCommunications #HindiraInsights

Day 27: Public Relation Tactics *Understanding Public Relations (PR) Public Relations (PR) involves managing and maintaining a positive public image for a brand or individual. PR tactics focus on building relationships with the media, stakeholders, and the public to enhance reputation, manage crises, and communicate effectively. *Importance of Public Relations 1.Brand Image: Enhances and protects the brand's image and reputation. 2.Credibility: Builds trust and credibility with the public and stakeholders. 3.Media Coverage: Secures positive media coverage and visibility. 4.Crisis Management: Effectively handles crises and mitigates negative publicity. 5.Stakeholder Relationships: Fosters strong relationships with key stakeholders. *Effective PR Tactics 1.Build Strong Media Relationships: :Networking: Connect with journalists, editors, and influencers in your industry. :Media Lists: Maintain an updated list of media contacts. :Personalization: Personalize pitches to align with journalists' interests and beats. 2.Craft Compelling Press Releases: Newsworthiness: Ensure your press releases are newsworthy and relevant. Clear and Concise: Write clear, concise, and engaging press releases. Distribution: Distribute press releases to relevant media outlets and journalists. 3.Organize Publicity Events and Stunts: :Creativity: Plan creative and unique events or stunts to capture media attention. :Relevance: Ensure the event or stunt is relevant to your brand and message. :Follow-Up: Follow up with media coverage and capitalize on the attention. 4.Develop a Crisis Communication Plan: :Preparedness: Be prepared with a crisis communication plan before a crisis occurs. :Transparency: Communicate transparently and honestly during a crisis. :Response Team: Establish a crisis response team and designate spokespersons. 5.Leverage Social Media: :Engagement: Engage with your audience on social media platforms. :Monitoring: Monitor social media for mentions and sentiment. :Real-Time Communication: Use social media for real-time communication during events or crises. 6.Engage with the Community: :Community Involvement: Participate in community events and initiatives. :Corporate Social Responsibility (CSR): Implement CSR programs to give back to the community. :Local Media: Engage with local media to highlight community involvement. *Tools for Public Relations 1.Cision: PR software for media list building, press release distribution, and media monitoring. 2.PRWeb: Press release distribution service for reaching media outlets and journalists. 3.Google Alerts: Free tool for monitoring mentions of your brand or keywords online. 4.Mention: Media monitoring tool for tracking online mentions and sentiment. By implementing effective public relations tactics, you can build a positive brand image, enhance credibility, and maintain strong relationships with the media and the public. #DAILYMARKETINGTIPS #DAY27

We are seeing the green shoots of a new style of executive communications. A growing number of CEOs are posting Instagram-style videos on social media aimed at connecting with a younger, larger group of stakeholders. Blackstone President Jon Gray, a pioneer in the genre, recently posted a video of himself explaining the company’s earnings as he strolled down a long corridor at headquarters. The casual walk-and-talk, which appeared on LinkedIn, attracted more than 4,400 likes and 134 comments. It should be required viewing for anyone in PR, IR or executive comms. It’s a strategy I call DTS, or “direct to stakeholder" and it bypasses the traditional avenues of promotion: advertising and public relations/media. Gray’s video, while obviously not unplanned, still has the feel of one-take spontaneity. At one point a woman appears in the background and, realizing she’s in the shot, ducks out. The hallmark of the new style is being casual and seemingly not professionally produced. Videos are shot on an iPhone by a colleague or the person themselves. Written posts use informal language. The most publicized example was a pair of videos Mark Zuckerberg posted about Meta. One announced a new operating system and the other focused on their AR/VR headsets. The response to Zuckerberg was enthusiastic. Brett Dashevsky pointed out: “Zuck has gone full influencer. Mini mic and everything. Raw, authentic with minimal editing. This is the way.” Last week, Shopify President Harley Finkelstein shot his own up-close video on earnings. “Harley is bringing company presidenting into the 21st century,” tweeted PR guru Lulu Cheng Meservey, who recently wrote a “manifesto” urging companies to “go direct” with communications. The comments on Gray’s post were similar. One person wrote that the video showcases “the critical role of having an accessible leader/mentor.” Another said: “Public relations 301…graduate level communications with stakeholders.” Part of the reason the communication style is so notable is that it is so rare. Most executives opt for the traditional route of hiring agencies and rely on press releases, media interviews or coverage on CNBC or Bloomberg TV. The reality is that those avenues are not as effective as they were. Younger people don’t watch as much TV or read newspapers and the majority of mainstream media is behind paywalls. There is an advantage to producing your own content: You can tell your own story to a wider array of stakeholders, including employees. You can also interact with the people who comment. Many of the executives who leverage DTS-style communications are West Coast tech executives, such as venture capitalists Marc Andreessen and Paul Graham or the head of OpenAI, Sam Altman. Some CEOs say they don’t have the time to post online. That will likely change as more of their peers get in the game. Like Jon Gray, they just need to walk and talk at the same time. 

The untapped potential of Public Relations: A Call for Strategic Investment As someone who has spent over a decade in the communications field, I’ve observed a disconnect between the perceived value of Public Relations (PR) and the way it is often managed within organizations. While PR is frequently celebrated, its strategic importance is sometimes overlooked in practice. Here are some key insights: 1. Prioritizing PR in Budget Allocations Challenge: PR is often one of the firsts areas to face budget cuts when financial constraints arise. Why This Matters: Despite its critical role in shaping brand reputation and supporting business goals, PR is still sometimes seen as a non-essential function. This perspective undermines the long-term benefits that consistent PR efforts bring to an organization’s success. 2. Involving PR Professionals in Crisis Management Challenge: PR professionals are not always included in decision-making during crises. Why This Matters: Effective crisis communication requires the expertise of those trained in managing public perception. Excluding PR professionals from critical discussions can lead to missed opportunities for timely and effective messaging, potentially exacerbating the situation. 3. Viewing PR as a Continuous Strategic Asset Challenge: PR is sometimes treated as a switch-on, switch-off function. Why This Matters: PR is not just a tool to be activated in times of need; it is a continuous effort that builds and maintains a strong brand presence. Regular engagement with media, stakeholders, and even final users that ensures when challenges arise, the groundwork has been laid for effective communication. 4. The Importance of Long-Term PR Investment Challenge: PR is often neglected until a crisis occurs, with the expectation of immediate results. Why This Matters: While external agencies can provide crisis support in specific projects, they cannot replace the value of a well-established, long-term PR strategy. Consistent investment in PR is crucial for building a resilient brand that can weather crises with confidence. Conclusion: To fully harness the power of PR, organizations must recognize its strategic importance and invest in it as a long-term asset. By prioritizing PR, involving communication professionals in key decisions, and maintaining consistent efforts, companies can build strong reputations that serve as a foundation for success, even in challenging times. This version emphasizes the strategic value of PR and frames each challenge as an opportunity for improvement, encouraging a proactive approach to communications.

Strategic Public Relations Introduction Public Relations is no longer just about managing crises or generating publicity. It has evolved into a strategic function that plays a critical role in achieving organisational objectives. Strategic PR involves a systematic approach to managing communication and relationships with key stakeholders. This paper delves into the essential elements of strategic PR, offering insights into how organisations can leverage PR to build their reputation, engage with stakeholders and drive success. Importance of Strategic PR Strategic PR is vital for several reasons: ü Ensures that PR efforts support the broader objectives of the organisation. ü Helps build and maintain a positive public image. ü Facilitates meaningful interactions with key stakeholders. ü Prepares organisations to handle crises effectively. ü Allows for the assessment of PR activities and their impact on organisational success. Components of Strategic PR 1. Situational Analysis Situational analysis is the foundation of strategic PR, involving a comprehensive assessment of the internal and external environment. Evaluates the organisation’s strengths, weaknesses, resources and current PR capabilities. Examines external factors, including industry trends, competitor activities and the socio-political environment. Identifies internal strengths and weaknesses, as well as external opportunities and threats. Identifies key stakeholders, their interests, and their influence on the organisation. 2. Goal Setting ü Setting clear and achievable goals is critical to strategic PR. ü Goals should be Specific, Measurable, Achievable, Relevant, and Time-bound. ü PR goals should align with and support the broader organisational goals. 3. Strategy Formulation ü Developing a PR strategy involves defining the overarching approach that will guide all PR activities. ü Identify and segment the target audience based on demographics, psychographics, and behaviour. 4. Tactical Execution ü Tactical execution involves implementing the strategies through specific actions and initiatives. ü Develop a detailed action plan outlining specific tactics, timelines, responsibilities and resource requirements. ü Build and maintain positive relationships with media outlets. 5. Evaluation and Measurement ü Evaluating the effectiveness of PR activities and measuring their impact is crucial for continuous improvement. ü Define key performance indicators (KPIs) and metrics to assess the success of PR efforts. Best Practices in Strategic PR ü Base PR strategies on thorough research and data analysis to ensure they are informed and effective. ü Ensure that PR efforts are integrated with other communication and marketing activities for a cohesive approach. ü Be prepared to adjust PR plans in response to changing circumstances and emerging opportunities. ü Maintain regular and open communication with stakeholders to build trust and foster strong relationships.

Friends and acquaintances often asks me what do you do as a PR Executive. Here I have tried to write something on that. A PR (Public Relations) Executive typically handles tasks such as creating and managing the organization's positive image, building relationships with the media and key stakeholders, writing press releases, organizing events, managing social media accounts, handling crisis communications, and promoting the organization through various channels. They are responsible for maintaining a positive public image and communication for the organization they represent. Here are the basic works of a PR Executive: Media Relations: Establish and maintain relationships with journalists, bloggers, and other media representatives. Write and distribute press releases to generate media coverage. Arrange and manage press conferences, interviews, and media briefings. Content Creation: Develop compelling content for press releases, articles, blog posts, and social media. Create and manage content calendars to ensure consistent messaging. Brand Management: Monitor public opinion and media coverage of the organization or client. Develop strategies to improve and maintain a positive public image. Manage crises and respond to negative publicity to protect the organization’s reputation. Event Planning and Coordination: Organize events such as press conferences, product launches, and promotional activities. Coordinate logistics, invite media, and ensure coverage of events. Internal Communications: Communicate company news and updates to employees. Develop internal newsletters, bulletins, and other communication materials. Social Media Management: Manage the organization's social media accounts. Create and schedule posts, engage with followers, and monitor social media trends. Research and Analysis: Conduct market research to understand public perception and media trends. Analyze the effectiveness of PR campaigns and strategies using metrics and reporting tools. Strategic Planning: Develop and implement PR strategies and campaigns aligned with organizational goals. Work with other departments, such as marketing and advertising, to ensure cohesive messaging. Stakeholder Relations: Build and maintain relationships with key stakeholders, including customers, investors, and community leaders. Manage communication with these groups to ensure their support and engagement. Budget Management: Prepare and manage budgets for PR campaigns and initiatives. Ensure cost-effective use of resources to achieve PR goals. These responsibilities require strong communication skills, creativity, strategic thinking, and the ability to work under pressure. 

In today's fast-paced digital world, public relations (PR) is more crucial than ever for shaping your brand's image and maintaining its reputation. However, to truly excel in PR, it's not enough to execute campaigns; you must also measure their effectiveness. This is where PR metrics come into play. By understanding and analyzing these metrics, you can refine your strategies, demonstrate your value, and achieve your communication goals. Let’s dive into the three PR metrics that matter most. 1. Media Impressions Media impressions refer to the number of times your content is potentially seen by an audience. This metric helps gauge the reach of your PR efforts. For example, if your press release is picked up by a publication with a circulation of 100,000, those are 100,000 potential impressions. While this number doesn’t account for actual views, it gives a ballpark figure of your content's visibility. 2. Share of Voice (SOV) SOV measures your brand’s visibility compared to competitors within the same media space. This metric is crucial for understanding how dominant your brand is in the conversation. A higher share of voice indicates a strong PR presence and greater mindshare among your target audience. 3. Media Mentions Tracking media mentions gives you a clear picture of how often your brand is being talked about. It’s a straightforward metric that helps quantify your brand’s media presence. Regular monitoring of media mentions allows you to respond promptly to both positive and negative coverage. Stay ahead of the curve by consistently monitoring these metrics and adapting your strategies accordingly. Remember, in the ever-evolving landscape of public relations, being informed and proactive is the key to sustaining and enhancing your brand’s reputation.

#hiring #newjobopportunity #opportunities #jobs About the job Communications Specialist We are WSP - Join us and make your career future-ready! I help to articulate the capabilities of WSP Middle East – raising the profile of our experts, showcasing examples of innovation, and creating content that engages both our external audiences and our people. Working within the regional Brand team, I serve as the day-to-day communications contact for one of WSP Middle East’s business units. I help technical experts create compelling external thought leadership articles, blogs, white papers, case studies, podcasts, website insights, and social media content. I am naturally curious and stay informed of current events and sources to help build opinion and shape thought leadership. I am responsible for Business unit internal communications and take ownership of content ideation, creation, and distribution. I collaborate on WSP Middle East’s Brand strategy and ensure communications initiatives are integrated and aligned to OKRs. I play a key role in content development and proofing content produced by both the Brand team and members of the wider business. I maintain a library of relevant content for use in Bids, Proposals, and client Presentations. Your new role, what's involved? At WSP, we believe that effective and engaging content will help us nurture customer relationships, build our reputation, and position our business and its people as leaders in their respective fields. The creation and dissemination of authentic, genuine content helps us to showcase expertise and drive client trust by highlighting important topics that impact our prospects and clients. Well-crafted, integrated communication draws traffic to our corporate website and social media accounts, boosts our digital performance, bolsters our industry presence, and provides us with a competitive edge. Our business and clients can articulate what the business unit can offer. I am known across the business unit as the go-to person for content creation and marketing activities. In collaboration with internal teams, I can showcase initiatives and campaigns that bring our people together. We'd love to hear from you if you have: I am degree-qualified in Communications / Journalism / Public Relations or related fields. I have work experience in a related role with a minimum of 4 years of experience. I can demonstrate a track record of producing content that increases engagement with a target audience. I’m familiar with emerging trends in the built environment space and have experience tailoring content and adapting tone of voice for maximum impact. I have awareness and experience in creating content that can be adapted for different media platforms. I am a natural wordsmith and understand the makings of a good story. Qual Apply Now: https://lnkd.in/dvpSYKsy