Post on 21-Jun-2015
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Shaping the agenda:
How to drive thought-leadership and business impact through professional associations
and global platforms
Stephen King, Etisalat Group & Chair MEPRA Standards & Ethics Committee
Carine Duvignaud, General Manager, Middle East PR Association
Sarah Campbell, Philips Electronics Middle East
First things first….
• Speed Networking!
• Introductions– Who are you– Who do you work for– What is it you want to get from your MEPRA membership?
MEPRA: Introduction
• Non profit "members" association based in the UAE. MEPRA is a self-governing and self-regulating body founded to set standards for the industry in the Middle East
As a professional association MEPRA needs an active membership to flourish.
• MEPRA's mission is to:– Encourage and promote the public relations profession within the Middle East region;– Raise awareness of public relations as an important social and economic activity;– Raise professional standards and provide a structure for continuing professional
development;– Provide practitioners with a forum to discuss PR issues;– Provide a unified voice for the public relations profession around the area of best
practice and promote thought leadership on issues relating to public relations.
For more details on membership options visit www.mepra.org
Upcoming Events
• 2013 MEPRA Awards– 13 best practice categories & 3 teams/individual categories– 87 entries in 2012– Deadline for submission: 3rd October– Awards Gala event on Wed 27th November
• Industry Leaders’ Dialogue (8th July)– Reputation management in the Middle East: regional perspectives, looking to the future and the
influence of social media– Panellists will include:
• Ema Linaker, Social Media Director, Ogilvy, Dubai• Samer Marzouq, Blogger and Social Media Consultant, Dubai• Wael Sabri, MD, Global Communications Network, Saudi Arabia• Yahya Hamidaddin, Managing director, Adalid Public Relations, Saudi Arabia
• Social Media Forum (September)
• On-going Professional Development Programme
Sharing outcomes
1. Understanding of associations in the regional context
2. Scope of PRD and Agencies in achieving strategic objectives through association engagement
3. How to – Evaluate a PR Association– Set objectives and plan for your engagement – Measure and report the results
4. Inspiration for new engagements
5. Familiarisation and knowledge on World Economic Forum
Setting the scene…
The Top 10 Worst Jobs For 2013
1. Newspaper Reporter2. Lumberjack3. Enlisted Military Personnel4. Actor5. Oil Rig Worker6. Dairy Farmer7. Meter Reader8. Mail Carrier9. Roofer10. Flight Attendant
What does this mean for the modern media relations professional?
We need new cheese!
• Strategic measurement & evaluation
• Social Media• Sustainability Reporting
• Public Advocacy
MEPRA Learning Streams
Becoming more strategic is essential
Proactively identifies related opportunities and proposes feasible
projects
Responds to stakeholder
requests
Understands the request and makes
value-added recommendations
Pre-empts the request and plans
for success
Stra
tegi
c va
lue
deliv
ered
High
Low
Stakeholder: We need a press releasePRD: Here is a press release
Stakeholder: We need a press releasePRD: Let’s do a 1-1 interview as well
PRD: This initiative requires a press releaseStakeholder: That’s a good idea
PRD: Lets approach partner x to join us to create news value outside our home marketStakeholder: Wow, that’s great!
Association engagement is an essential component of your career development
Proactively identifies related opportunities and proposes feasible
projects
Responds to stakeholder
requests
Understands the request and makes
value-added recommendations
Pre-empts the request and plans
for success
Stra
tegi
c va
lue
deliv
ered
High
Low
Stakeholder: Please check the registration and hotel details for DavosPRD: Erm.. OK don’t you have a PA?
Stakeholder: Please check the registration...PRD: You’re in the wrong hotel and will miss VIP dinner with ‘x’
PRD: We need you to attend this dinner which is attended by ‘x’ and deliver this messageStakeholder: That’s a good idea
PRD: We’ve set up a cross-industry working group to tackle ‘y’Stakeholder: Wow, that’s great!
Introducing Trade Associations
• A trade association, also known as an industry trade group, business association or sector association, is an organization founded and funded by businesses that operate in a specific industry.
• An industry trade association participates in public relations activities such as publicity, advertising, education, political donations, lobbying and publishing, but its main focus is collaboration between companies, or standardization.
• Associations may offer other services, such as producing conferences, networking or charitable events or offering classes or educational materials.
• Many associations are non-profit organizations governed by bylaws and directed by officers who are also members.
Source: Wikipedia
What associations are active in the UAE / Middle East?
• Embassy trade attaches e.g. British Business Council• Chamber of Commerce e.g. DCCI• NGOs e.g. Arabia CSR Network and Emirates Wildlife
Society-WWF• Trade associations e.g. MEPRA, IAAA• Cross industry associations e.g. World Economic Forum
What good are associations?
• GSM Association– Provides data and helps build business case for industry-
wide issues– Engages with NGOS and Donors to create incentives for
industry investment– Creates research and forums to engage with government
and policy makers– A neutral ground for cross-industry collaboration
mHealth Regulation
Africa Champion & ICT Governor
Capacity Building
GRI reporting recommends transparency on trade group engagement
Etisalat and MEPRA
• Regular training and workshops• Recruitment, job postings• Potential vendor partners (Pitch List)
– PR– Public Affairs
• New Business Development– PR Agency Vertical encouraging multimedia
communications– Green & Environmental
GSMA mHealth Grand Tour
• Cross industry challenge• Build data• Prove technology• Creates a case for change
Theory of Change…
• A Theory of Change defines all building blocks required to bring about a given long-term goal.
• This set of connected building blocks–interchangeably referred to as outcomes, results, accomplishments, or preconditions is depicted on a map known as a pathway of change/change framework, which is a graphic representation of the change process.
• It differs from any other method of describing initiatives in a few ways:– it shows a causal pathway from here to there by specifying what is needed
for goals to be achieved – it requires you to articulate underlying assumptions which can be tested
and measured.– it changes the way of thinking about initiatives from what you are doing
to what you want to achieve and starts there.
An example…
Decision Maker
Media
Governing Body
Grass Roots
AnalystAssociation BoardCompany A
Potential Partners
Competitive Programs
Competitive Programs
Competitive Programs
Desired Outcome
Exercise
• Draw a theory of change
1. To eradicate unethical PR practice in UAE e.g. gift giving / bribery for press coverage
2. To encourage hiring of qualified practitioners with respect to PR education
3. To increase the popularity of PR as a career for students
4. Promoting quality vs price in PR pitches
Highlight your actions
Clock is ticking…
Decision Maker
Media
Governing Body
Grass Roots
AnalystAssociation BoardCompany A
Potential Partners
Competitive Programs
Competitive Programs
Competitive Programs
Desired Outcome
1. To eradicate unethical PR practice in UAE e.g. gift giving / bribery for press coverage
2. To encourage hiring of qualified practitioners with respect to PR education
3. To increase the popularity of PR as a career for students
4. Promoting quality vs price in PR pitches
Evaluating an association
• Your Corporate Strategy & what you want to achieve
• Size of Membership • Potential Partners• Board Strength• Geographical Reach • Influence & Access• Projects & Programs
Credibility / Wasta
Why MEPRA?
• 300 Individual Members• 20 Corporate Members• 43 Registered Agencies• UAE and Qatar Chapters• Programs
– Professional Development – Standards & Ethics– MEPRA Awards– Education Sector– Media outreach
WHAT BENEFITS COULD YOU OBTAIN FROM YOUR MEPRA MEMBERSHIP?
1. As an Individual
2. As a Corporate
publicity advertising
educationlobbying
publishing
standardization
What are we doing – and how can you get involved?
• Standards & Ethics– Panel– Sustainability Reporting, GRI etc
• Education– Speaker at universities, offer scholarships
• Training– Speaker at one of our seminars
• Awards– Judge, sponsor, enter & WIN!
• Media Relations– Content
Board Elections in 2014
Two Year Postings
Vice Chair inherits ‘Chair’
What else?
• Collaborative working group….– Joint negotiations?– Economies of Scale?– Recommended supplier lists?– Raise standards?
How to evaluate your Membership outcomes
• AVE doesn’t apply!
Barcelona Principles
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement
Principle 2: Measuring the Effect on Outcomes is Preferred to Measuring Outputs
• Outcomes include shifts in awareness, comprehension, attitude and behavior related to purchase, donations, brand equity, corporate reputation, employee engagement, public policy, investment decisions, and other shifts in stakeholders regarding a company, NGO, government or entity, as well as the stakeholder’s own beliefs and behaviors
• Practices for measuring the effect on outcomes should be tailored to the business objectives of the PR activities. Quantitative measures such as benchmark and tracking surveys, are often preferable. However, qualitative methods can be well suited or used to supplement quantitative measures
• Standard best practices in survey research including sample design, question wording and order, and statistical analysis should be applied in total transparency
Evaluating your TOC
Input Output Outcomes Impact
Investment of resources
Direct product of investment
What happens due to the product
Tangible progress you towards your desired end goal
MEPRA MembershipTime to attend training
Number staff trained Improvement in productivity, reduction in mistakes
Measureable improvement in brand reputation
Exercise…
• Based on your project, identify a tactic and define your Input, Output, Outcomes and Impact.
1. To eradicate unethical PR practice in UAE e.g. gift giving / bribery for press coverage
2. To encourage hiring of qualified practitioners with respect to PR education
3. To increase the popularity of PR as a career for students
4. Promoting quality vs price in PR pitches
Input Output Outcomes Impact
Investment of resources
Direct product of investment
What happens due to the product
Tangible progress you towards your desired end goal
Slide dividerNow let’s take a break!