When a crisis hits, most brands default to one of two responses: they either go quiet or they rush to communicate. During the early stages of the current USA-Iran conflict, several Middle Eastern brands demonstrated a different approach, which did not begin with messaging or in-depth strategy, but with action. While these could have looked opportunistic, when done well, they built respect and trust. Proactive Brand Activation Brands including Majid Al Futtaim, Brands for Less

When it comes to communicating during an incident, industrial businesses are usually pretty confident in their abilities. Rightly – or wrongly – they have faith that their step-by-step processes will swing into action. But what if your business faces different types of threats? What if it isn’t a big explosion or a hydrocarbon release but instead a region-wide power cut or extensive cyber attack? This year has seen a web of increasingly interlinked risks evolve – from e

Connect the dots between your marketing and PR activity, customers and growth ambition Look before your leap. How many times were you told that as a child? It’s the same when it comes to marketing and PR. In the rush to achieve quick sales or launch a product, it’s all too easy to leap straight into the doing – posting on social media, sending out press releases, publishing blogs without having a clear understanding of what’s going to land. Having a clear and easy-to-implemen

Every business knows that there’s no point in having a great product or offering a fantastic service if no one knows about it. But, at the same time, we’re also aware that customers don’t like to be sold to. So how do you sell without selling and tell without telling? That’s where a smart PR and marketing programme comes in. Get off to the right start PR and marketing are often used as interchangeable terms but there are some key differences, and the two need to be align