Gulf Region Public Relations Consultancy - Case Study Example

PUBLIC RELATIONS CONSULTANCY 0 INTRODUCTION Public relations (PR) refers to the works of either the in-house resource of an organization or the outsourcing of such services from a PR consultancy, but in some occasions, it employs a blend of both methods (Westwood, 2011). Contrary to popular belief, a consultancy is not necessarily an agency. Typically, management consultancy is not the same as management agency in that the former involve helping organizations improve in terms of their performance and operates by analyzing the existing problems as well as developing improving improvement plans, while the latter works on aspects like disaster mitigation, responses, preparedness, recovery, and education among other tasks. This report discusses the Gulf Region PR consultancy. With this regard, it focuses on Bahrain as a country. Regarding the PR Consultancy, five major areas/issues are considered; Self-Regulation of businesses in the execution of their mandate within the economy and society, increased competition from Global Agencies, Corporate social responsibility, Social Media, as well as Communications (Golob, 2006). These issues are critical because they affect businesses and corporations significantly. Increased competition puts pressure to corporations, social media could influence the corporation’s public image, while self regulation is based on the existing regulations from both the government and local authorities. At any given time, the consultancy need to be socially responsible and it should maintain a good communication system (Golob, 2006). Different theorists arguing these issues are incorporated. Typically, the practitioners are found to agree or disagree with some of the theorists incorporated in the discussion. 2.0 PR CONSULTANCY BENEFITS PR consultants help the clients in a variety of ways that may include the following (Financial Times, 1999). The organization that is seeking the services not being established financially so that it cannot be able to run a PR department by itself The company might have a policy that prescribes that the entire PR should be handled by an external firm through outsourcing. When the organization is in the search for specialist service When the organization is in need of a supplies that entail media-relation services For convenience whereby if the organization has a number of offices, then consultancy can be able to deliver services that are centrally based for functions that need be organized such as press launches, conferences and receptions. The organization might also be in need of the services from the consultancy that are supposed to handle one time assignment. 3.0 LITERATURE REVIEW Histories and textbooks on public relations mark both the PR consultancy as well as the subsequent developments of the sector. Research and theorists in public relations have ignored both consultants and the consultancy bit of the sector despite being distinct and meaningful. This aspect has been exemplified roles through research. The long-established research stream in PR consultancy literature has offered some significant engagement with the work of practitioners. Mostly, two roles are theorized in public relations (Tharp and Jeong, 2001). The roles include managers’ roles and technician roles. In the production of various and significant findings meant for further theoretical development, regarding gender, practitioners that worked as consultants at one point were excludes from the scheme with a number of justifications. It is often argued that external consultants play various roles as compared to the practitioners working within a given organization. In various but subsequent analyses, an exclusive study of internal practitioners was done due to their enduring roles (Tomkins, 1999). Typically, external consultants shift their roles for various clients. The idea of agency profit was introduced, but it also failed in terms of being properly investigated. While intensive preoccupation with professionalization appears to have diverted attention from the aspect of consultancy, the raise of global PR consultancies under PR brand names or even under corporate names has been noted often with unease. In addition, the emergence of huge global public relations networks that are linked to the increasing globalization of business has contributed to the reflection of the role played by public relations in the contemporary world. A major perspective regarding the PR consultancy is that the fees earned by the PR consultancies are in the context of probable damage to the professionalization of public relations throughout the world. The problem of unequal access to public relations expertise is mainly amplified by the globalization of the profession as well as the temptation of locking within increased returns by practitioners (Tharp and Jeong, 2001). The problem is also facilitated by high-level strategic work for western agencies typically at the expense of practitioners’ colleagues as well as disadvantaged population within emerging nations. Public relations can be placed into two close categories. The failure to distinguish between in-house PR work and PR consultancy leads to the assumption that an explanation of either of the two covers the two PR forms. Previous literature has made a significant contribution by generating arguments for research on PR consultancy. This has made a great case for the essence of macro-level phenomena like the globalization of business as well as the wide initiation of liberal policies often referred to as deregulation (Tomkins, 1999). PR consultancies have been found to face a number of issues as discussed below. 3.1 Self-Regulation of Businesses Self-regulation of firms in the execution of their mandate within the economy and society is significant to the PR consultancy of the Gulf Region. From a general perspective, many global PR consultancies and corporations have advocated on self-regulations on social and environmental impacts as a form of solution to the many regulatory problems faced by developing countries. Self-regulation is really a major issue. However, the practitioners practice is mainly characterized by self-censorship and even though there are no concrete rules that govern, they still find a way of regulating themselves. Nevertheless, market and economic pressures have the capacity to offer incentives for many firms to put into practice codes and standards. Such pressures can make such firms rely on any available information regarding corporate behavior. This aspect comes as a result of expectable forces of the economy in which these firms operate. Voluntary schemes have been found to offer reliable and standardized information reporting. The main problem is that the government, which is perceived to provide the most effective regulations, initiates most regulations. Through the setting of social goals as well as upholding the civil society’s freedom, the aspect of self-regulation by businesses can be achieved even with minimal reliance on the government. 3.2 Increased Competition from Global Agencies Global agencies tend to bring not only a form of new competition to local businesses but also prove to be more competitive. Global PR consultancy agencies are usually large and strong enough to withstand strong economic shocks and other market problems due to their competitive advantages. Typically, there is an increasing competition regarding the PR consultancy industry within the Gulf Region, which has led to the firms undercutting each other making it difficult to attract clients with simple offers (Benarjee, 2008). The global agencies tend to be cannibalizing the local agencies; most of the agencies are moving their head offices to the Gulf, which therefore threatens the local agencies and this is exhibited by with the United States covering almost half of the PR consultancy in the region (Bernays, 2013). Some organizations can offer their products at highly competitive prices in order to win consumers within their new markets. They would definitely make profits despite their low pricing strategies due to the economies of scale from which they benefit. In such a case, it could be difficult for PR consultancy firms within the Gulf Region to compete against the Global Agencies (Bernays, 2013). 3.3 Corporate Social Responsibilities Corporate Social Responsibility (CSR) is a concept that has grown over the past three decades in the corporate world. This concept has been the topic of debate over its meaning and scope in all businesses as all corporates look to embrace the inevitable fact that is CSR. CSR has become such an important facet of business in the 21st century that it has almost become a requirement for all PR consultancy firms. All PR consultancy firms especially within the Gulf Region are expected to become socially responsible or they could risk losing the competitive edge. However, despite its growing popularity and embrace in the world of business, a question is raised (Bernays, 2013). Can PR consultancy corporations really become more responsible? What happens to "whistle-blowers" who come forward with "truth"? CSR essentially refers to the triple bottom line of the company’s impact on people planet and profit. 3.4 Social Media The use of social media has been growing at a significantly high rate since invention of the technology. Social media has a significant impact on both local and global businesses. Consultancy firms find it easier to communicate with clients from vast distances within a limited amount of time. Social media sites such as Twitter, Facebook, LinkedIn, as well as Pinterest among others generate an enormous opportunity for businesses. Businesses use such media to capture the attention of customers and build strong brand images. Businesses however have varying potentials regarding the benefits they derive from using social media sites. The popularity of each social media site differs in various regions making organizations use different sites at different locations (Campbell, 2007). Besides, there various tactics, which firms can employ to win customers over social media sites. Regarding the use of social media, larger firms are better placed than smaller firms implying that such firms have a greater competitive advantage as well. 3.5 Communications Effective communication is vital within business organizations. Communications can be initiated through various channels. Communication in businesses is aims to achieve various objectives. Communication promotes business products, services, and marketing. Regarding the PR consultancy industry, practitioners are part of a vital and progressively growing profession that assists organizations develop connections with people who have significance for them through practical and people-focused communication channels. This involves coming up with ideas that are developed into projects and events that will assist charities, businesses, government agencies and celebrities enhance their public profile through working with journalists in communication (Campbell, 2007). The communications rely on information within the consultancy firm. Depending on its motive, communication could have the function of official statement from a company. 3.6 Different Theorists Arguing the Above Issues Different theorists have formed various arguments for and against the above issues facing PR consultancy industry. These theorists and the arguments are presented in table 9.4 in appendix 4. 4.0 NATURE OF PR PRACTICE IN BAHRAIN Bahrain is an expatriate paradise that is secluded from the global economic meltdown. Where the companies and organizations that are interested in new markets and opportunities for business concentrate their efforts (Hakim, 2005). Bahrain gets most of its benefits from this but it also presents a variety of problems particularly in the field of PR and communication. Expatriate in the Gulf Region account for more than eighty per cent of the population and most of the companies that operate in this region have a diversity of employees. These employees originate from a variety of countries in the globe. This acts, as a source of internal communication problems since not all of these people can be able to communicate in the same language. The diversity in the workforce that comes from more than eighty countries is the same diversity seen in the clientele that these companies serve. This means that the communication in the companies will need to be a priority so that the process of dealing with the customers can be smoother taking into consideration that wide array of languages and the dissimilarities in the cultures of these people (Budhwar and Mellahi, 2006). Most of the companies that have their operations in Bahrain are of an international nature and they conduct their business internationally. This requires the PR practitioner to be able to deal with communication at the regional level and even the international level. This means that the strategy that is employed for one particular customer or client might not necessarily be the strategy that will work for the next customer that will need the services. Since even at the regional level there are differences that exist in the Arab world. There is an assumption by the PR companies that come from the West that the PR issues that exist in Bahrain can have the same solution (Budhwar and Mellahi, 2006). To avoid the issues that are involved with the PR failing in one part of the region and being successful in another part, the strategy that is employed should be targeted, localized and relevant while making sure that it is in the right languages. Language is a very important factor in the success of a PR campaign in this region since people prefer to communicate in Arabic. Still English is slowly becoming a prominent language as many locals are attending private schools and well renowned universities (Budhwar and Mellahi, 2006). 5.0 PRACTITIONER INPUT 5.1 Research Objectives The objective of the practitioner research was to gather Bahrain based practitioners’ input on the issues presented above, and to gain advice on the skills and experience required to pursue a PR career within this sector. 5.2 Primary Data The primary data that was established clearly showed that most of the companies that operate in Bahrain require PR services. All these companies have their own unique approach to PR since there are people from all over the world, which therefore means that good communication is a priority. It is also clear that the challenges that faced by the PR industry in this region are unique to it. 6.0 RESEARCH METHODOLOGY Interviews were the source of primary data from the practitioners and they aimed at getting a key informant perspective of the issues that affect the PR industry that exists in Bahrain. In addition, a questionnaire survey was conducted and was given to practitioners in Bahrain. The interview was a brief survey that aimed at getting qualitative data from the respondents. The interview was structured so all the questions that were asked were planned beforehand. 6.1 Practitioner Interviews There was picking of respondents from the list of PR practitioners in a random sampling manner and a request sent to them asking if they would allow an interview at the time that would be most convenient to them. Overall, three interviews were carried out and the results compiled and analyzed. The interviews were in-depth in order to obtain all the required details. The prospective respondents for the interviews got rationales for the survey research for a request to participate and for giving up their precious time since this action are of a particular significance (Wargo, 2013). The type of rationale used in this case was a written one and delivered to the offices of the potential respondents. Typically, Interviews were chosen in order to obtain qualitative data. Besides, some respondents provide good information while communicating face-to-face with the researchers. Advantages Interviews are advantageous because the respondents are likely to take the questions seriously. In general, interviews are motivational to the respondents. They also allow great flexibility in sequence, wording, and direction. The researcher is able to monitor additional information by evaluating the reactions and gestures of the respondents. It is a good way of managing research time due to the immediate response (Agresti, 2007). Disadvantages The training and practice requirements are generally high. Sometimes much time goes to waste due to delayed responses. Besides, the cost of the research is relatively high. Again, there is limited confidentiality (Agresti, 2007). 6.2 The Questionnaire Survey The questionnaire survey involved the issuance of questionnaire forms to a meaningful sample of respondents was selected. The key idea to obtaining good data was to develop a good survey questionnaire. The survey questionnaire was done by presenting a set of questions to the targeted practitioners. Every respondent was required to fill out the questionnaires. The questions were made simple and generalized so that the respondents could provide various but correct answers to all the questions. Responding to the questionnaires was not a compulsory task. Every respondent has the option of choosing to respond or not responding at all. Nevertheless, all the respondents were assured of maintaining confidentiality regarding their responses. The questionnaire reached the respondents by either mailing or by hand delivery, but the mode of reception dependent on their proximity to the researcher. A response via the same means was advocated. 6.3 Analysis of the Results (Refer to Appendix 1 and 2 for the questionnaire and interview questions) From the interviews, it was clear that the main clients served by the practitioners that operated in Bahrain ranged from the government, multinational corporations, corporate firms and also influential individuals and politicians. The headquarters of both Promoseven PR and Act Smart Public Relations Consultancy are based in the Gulf Region, and has offices in Bahrain (refer to Appendix 3). A male respondent (respondent A) who works for Promoseven PR stated “the services that the PR consultants offer the clients are important and aim at making sure that the communications that come from the clients are of substance.” On the other hand, when asked whether PR are taking over the role that marketing is meant to play, another male respondent (respondent B) from Act Smart Public Relations stated “the work that is done by the two departments totally differ from each other.” This means that PR is not taking over marketing even though they might work together occasionally. Both respondents were of the opinion that the main problems faced by the PR consultancies that operated in Bahrain came from the fact that many of the organizations and people did not correctly differentiate it from marketing while others thought that it was not necessary to employ these services. Respondent B went on to say that “the PR sector is still growing in Bahrain and the industry has a lot to offer in terms of the services that are in the discipline that it deals with.” Respondent A agreed that the growth of the industry would mean that the services offered by the agencies that are there would continue to improve with time. Regarding the survey questionnaire, all the respondents had a common ideology/perception about public relations especially in generating an influence on other people’s perceptions. The survey pointed out that various services were offered through public relations including media relations, digital public relations, product launches, development and distribution of press release, as well as crises planning and management. PR consultants usually provide services to various groups including governments, businesses, and corporate organizations. Businesses would go beyond marketing for improving sales, to creating good perception and image for their products and services, but through PR consultants’ services. In general, PR consultants were concluded to be of significant importance because they create an effective communication and organizational structure, supplemented by organizing all available resources in a manner that ensures efficient communication. 6.4 Limitations of the Study This research is confined to the country of Bahrain only. The practitioners’ views will be limited and considered to discuss Bahrain’s PR consultancy sector. In addition, there is a short deadline for this research to be done, so the resources are scarce. 7.0 PERSONAL CAREER PLAN The following section will look at issues related to a career plane within PR consultancy sector and provide a plan for entering this sector in Bahrain. 7.1 Practitioners Advice on Career Path in Bahrain From the practitioners view, it is important for any person that wants start a career in PR to have what it takes to enable them to enjoy the job and be successful. For a smooth and successful career in this sector, the person must be interested in the career and enjoy generating ideas and strategies that are creative while at the same time not being intimidated by deadlines and a fast-paced job environment. It helps to volunteer as an intern in a firm that is in the business of PR, and gathering samples of work handled by the people in this field. The person that is interested in the career should also be interested with coming up with compelling story angles and always do research on the trends in the news world. 7.2 Key Skills Self-presentation skills: From the primary research it is evident that first impressions are important, especially during interviews and meetings. Organizational skills- Both practitioners have suggested that it is vital to gain some organization skills and to be well organized for any client briefs. Writing skills: It was evident from the primary research that it is important to have well writing skills, where it is expected to write many papers with no errors. 7.3 Skill Gaps Knowledge of other disciplines: Studying Human Resource Management and Marketing at Undergraduate level and Public Relations at Masters Level has given me a better understanding about the business world. In addition, I have gained better writing skills from different courses at Manchester Metropolitan University. However, it will be useful to gain an insight in to Bahrain’s PR, since in future I will be working in Bahrain. This can be done through the Masters dissertation and other placements in Bahrain. 7.4 Dissertation Subject: The role of social media as a PR tool: The case of VIVA Telecommunications Company Bahrain This will allow the expansion of a broader understanding of all communications tools. As both the literature review and the primary research have highlighted, the relationship between PR and services marketing. 7.5 Career Plan Milestone/Timescale Action Points Create a Curriculum vitae (CV) Deadline: 3rd May 2014 Think of experiences undertaken accomplishments that have done in the past. Consider all validated and relevant qualifications gained from academic, professional and co-curricular endeavours. Set up personal blog Deadline: 4th May 2014 Research writing styles; decide on topic to write about then begin to write it. Create a professional blog that proactively handles issues in my career. Join Social Media Sites Deadline: 7th May 2014 Create professional profiles on the major social media sites such as Facebook, Twitter and LinkedIn. Follow important and accomplished professionals in my field, commenting on their posts where appropriate. Keep up-to-date with vacant employment opportunities that are posted on these websites. Gain PR placements Deadline: Summer 2014 Send out the CV to agencies in Bahrain. Apply for full-time jobs Deadline: Throughout summer 2014 Look for job vacancies. Send out the CV to different places in Bahrain. 8.0 CONCLUSION To conclude, it was evident from the literature review and the practitioners interview that there are various skills that are needed to enter this sector in Bahrain. The career plan will help in applying to this sector without facing many difficulties. 9.0 APPENDICES 9.1 Appendix 1 Questionnaire 1. What comes to mind when you hear of public relations? Perception is what comes to my mind. Public relation is all about managing or influencing how other individuals perceive you. 2. What services do public relations consultancies provide? Media relations Digital PR Product Launches Development and distribution of press releases Crisis management and planning 3. Who needs the services of a public relations consultant? Business and corporates, even governments need PR consultants. 4. What is the difference between public relations and marketing? Marketing is more about sales while PR is all about perception and image. 5. What are the principles of good public relations? 6. What are the benefits of using the services of a public relations consultant? 7. How do public relations consultancies make communication from an organization or an individual better? They create an effective communication and organizational structure, supplemented by organizing all available resources in a manner that ensures efficient communication 8. Give examples of public relations consultancies. Some of the top PR consultancies in the world include; Edelman (USA) Weber Shandwick (USA) FleishmanHillard (USA) MSL Group (France) Burson Marsteller (USA) 9. What are the problems encountered when employing the services of public relations consultants? There is always the possibility or risk of a failed PR move by a given concultant. This ,ay da,age a company’s image and lead to considerable losses. 9.2 Appendix 2 Interview Questions 1. Who are your main clients? Corporates and business seeking to either launch a new product or control and repair damage to the company’s image. 2. How important is public relations to the clients that you serve today? These clients require PR so as to ensure they put their best image forward when looking for clients in a highly competitive market. It determines who has the edge in business. 3. Will public relations ever take over marketing? I do not believe so. This is because they are complementary of each other. They are both needed by businesses in the 21st century. 4. What problems do you encounter when dealing with clients? Most clients do not have a clue of what they want until you show it to them. They therefore have high expectations that may at times be reasonable. 5. Are there cases that public relations firms work with each other or are they always competing with each other? PR firms are mostly working against each other, competing. However, there are instances when they do work together on big projects dealing with multinationals. 6. What is the future of public relations? PR has a predictably stable growth pattern. This is because marketing in the 21st century is based on perception. It therefore borrows from fundamental concepts of PR. 9.3 Appendix 3 Public Relations Consultancies Public Relation Consultancy Review Promoseven PR Promoseven PR is a part of the Promoseven Network and an affiliate of the McCann-Erickson World Group is considered the market leader in the Bahrain where it has been ranked as the first among the agencies as the agency that had the highest awareness levels among the clients that seek services in the public relations field. The company provides services like press, public and government relations to independent clients and the agencies advertising clients and also provides organisational services of press offices for sporting events and international exhibitions, conferences and also seminars in addition to the Arab monitoring service and the unit for products launches that is specialized, conferences and special events in the whole of the Gulf Coast Council Levant and some of the North African countries (Sriramesh and Verc ic, 2003). Act Smart Public Relations Act Smart Public Relations consultancy aims at providing the best public Relations Consultation Services through putting together Academic Knowledge and the Practical Experience that it has acquired in the sector to include it to the Peculiarity of the Gulf so that it can be able to realize Services that are tailor-made for this region and stanched for its Original Customs. The firm states that it aims at providing the services that are of the best quality and meet international standards which are combined with the local preferences because it believes that public relations is supposed to be derived from the characteristics of it environment. It deals with a wide array of services that include social media consultancy; media consultancy and dealing with media interpersonal skills; public relations and image building consultancy; management of events and consultancy; corporate social responsibility consultancy; executive consultancy and protocol and etiquette consultancy. Conclusion CSR is an important facet of business that has become vital for the success of any business in the 21st century. There exist many ant-CSR arguments. However, the growth of the concept has become unprecedented over the past decade. A company can indeed become socially responsible owing to the numerous benefits that underlie CSR. In the case where corporate crimes are reported, whistle-blowers are considerably compensated in the case where the case is successful. This is essential in maintaining the level of social responsibility at present. 9.4 Appendix 4 Table 9.4: Summary of the main issues and respective theorists Theorists Issues How issues were dealt with How practitioners discusses these issues and agreed or not with the THEORISTS James Grunig (2013) Communication Organizations deserve communication that is effective which is delivered through public relations to help them create better relationships with clients (Grunig, 2013). Practitioners understand that it is only through effective communication through public relations that they can understand their clients better and create strong ties with them. L. Marie Parkinson (2007) Regulation The content of political advertising and lobbying communication are not addressed by legal regulation since there are limitations on these two activities (Parkinson, 2007). Practitioners agree with this view and understand that self-regulation could be difficult to implement since governments seem to control such regulations. Deirdre K. Breakenridge (2012) Social media Public relations will continue to undergo transformations and developing monumental changes where handling communications in the public will increasingly employ the use of social media (Breakenridge, 2012). This aspect is completely true and it gets even more serious with an increase in both computer and internet technologies. Bernays (2013) Corporate Social Responsibilities All PR consultancy firms especially within the Gulf Region are expected to become socially responsible or they could risk losing the competitive edge (Bernays, 2013). Practitioners within the Gulf Region agree to this conception because all firms need to have some social responsibility toward its immediate society. Tharp and Jeong (2001) Increased Competition from Global Agencies The problem of unequal access to public relations expertise is mainly amplified by the globalization of the profession as well as the temptation of locking within increased returns by practitioners (Tharp and Jeong, 2001). Practitioners agree with the issue of globalization as being a key issue to the PR consultancy industry in the Gulf region 10.0 WORKS CITED Benarjee, S. "Corporate Social Responsibility: The Good, the Bad and the Ugly." Critical Sociology 34 (2008): 51-79. Bord na Móna., & Bord na Món. Corporate social responsibility report. . Newbridge: Bord na Móna, 2007. Campbell, J. L. "Why Should Corporations Behave in Socially Responsible Ways? An Institutional Theory of Corporate Social Responsibility." Academy of Management Review 32.3 (2007): 946-967. Crane, A., D. Matten and L. J. Spence. Corporate social responsibility: Readings and cases in a global context. Abigdon: Routledge, 2013. 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