The Rise of Asian PR - Middle East
•
0 likes•795 views
Sunil John, founder and CEO of Asda'a Burson-Marsteller in the Middle East and North Africa, gave a presentation on the rise of public relations in Asia and the MENA region. He discussed how the PR industry in MENA has grown to $500 million and is projected to reach $1 billion by 2020. Social media has changed the media landscape and is increasingly seen as a trusted news source, especially among youth. The growth of industries like energy, retail, and tourism present strong opportunities for PR work in the region. Success requires having a long-term view of relationships and investing in local talent.
The Rise of Asian PR - Middle East
- 1. PRESENTATION BY SUNIL JOHN FOUNDER & CEO ASDA’A BURSON-MARSTELLER MIDDLE EAST & NORTH AFRICA NEW DELHI OCTOBER 9, 2014 THE RISE OF ASIAN PR
- 2. IS ASIAN PR RISING?
- 3. MIDDLE EAST AND NORTH AFRICA EMEA APAC Straddling two worlds
- 4. WAR ZONE OR GROWTH ENGINE
- 5. YOUTH & UNEMPLOYMENT 60% below the age of 25 years 200 million youth 27% unemployment
- 6. ARAB SPRING – THE GAME-CHANGER
- 7. PR IN MENA
- 8. PR INDUSTRY IN MENA US$500 million PR industry set to grow to US$1 billion by 2020
- 9. A FRESH TEMPLATE - ANGLO-SAXON TO HOME-GROWN ‘MADE IN MENA’
- 10. THE BIG FOUR DOMINATE THE SECTOR WPP Omnicom Interpublic Publicis
- 11. A NEW CLIENT LANDSCAPE 70% LOCAL / REGIONAL 30% MULTINATIONAL
- 13. MENA MEDIA LANDSCAPE Media explosion across all platforms
- 14. TELEVISION IS KING Where do you get your news? NEWS SOURCES Base: Among All - not showing those that said “Don’t know“ and “I’m not interested in news” 47 42 51 59 59 20 28 29 31 15 14 16 21 41 29 10 6 7 25 17 6 8 7 65 62 32 24 31 76 79 72 75 62 Television Online Newspapers Social media Friends and family Radio Magazines 2010 2011 2012 2013 2014
- 15. SOCIAL MEDIA IS INCREASINGLY TRUSTED In your opinion what is the most trusted source of news? TRUSTED NEWS SOURCES Base: Among All - not showing those that said “Don’t know“ and “Other” 52 60 49 40 43 TV news channels 9 22 39 Social Media 26 19 18 9 14 Newspapers 4 1 3 1 2 Radio shows 3 1 2 0 1 Magazines 2010 2011 2012 2013 2014
- 16. SOCIAL MEDIA CHANGES THE RULES
- 17. TWIPLOMACY REPORT 2014 Top 50 Most Followed World Leaders Source: Burson-Marsteller
- 19. A NEW AXIS OF ENERGY & TRADE
- 20. AT THE HEART OF A NEW SILK ROAD
- 21. STRONG GROWTH OPPORTUNITIES Energy Retail Telecom Finance Aviation Tourism Hospitality Healthcare
- 22. DOING PR IN THE ARAB WORLD Be ready for the long-haul. Every relationship is a slow burn
- 23. DOING PR IN THE ARAB WORLD Invest in local talent
- 24. MENA MARKETS The Catalyst for Asian PR?
- 25. CONTACT DETAILS: SUNIL JOHN FOUNDER & CEO ASDA’A BURSON-MARSTELLER THE GATEWAY BUILDING DUBAI MEDIA CITY, PO BOX 28063 DUBAI, UNITED ARAB EMIRATES TEL +971 4 4507 600, FAX +971 4 4358 040 sunil.john@bm.com www.asdaabm.com www.bm.com