Shaping the agenda:

How to drive thought-leadership and business
impact through professional associations
Slide divider
a...
First things first….
• Speed Networking!
• Introductions
– Who are you
– Who do you work for
– What is it you want to get ...
MEPRA: Introduction
•

Non profit "members" association based in the UAE. MEPRA is a self-governing and
self-regulating bo...
Upcoming Events
•

2013 MEPRA Awards
– 13 best practice categories & 3 teams/individual categories
– 87 entries in 2012
– ...
Sharing outcomes
1. Understanding of associations in the regional context
2. Scope of PRD and Agencies in achieving strate...
Setting the scene…
The Top 10 Worst Jobs For 2013

1. Newspaper Reporter
2. Lumberjack
3. Enlisted Military Personnel
4. A...
We need new cheese!
• Strategic measurement
& evaluation
• Social Media
• Sustainability Reporting

• Public Advocacy

MEP...
Becoming more strategic is essential

Strategic value delivered

High

Low

PRD: Lets approach partner x to join us to cre...
Association engagement is an essential
component of your career development

Strategic value delivered

High

Low

PRD: We...
Introducing Trade Associations
• A trade association, also known as an industry trade group, business
association or secto...
What associations are active in the UAE
/ Middle East?
• Embassy trade attaches e.g. British Business Council
• Chamber of...
What good are associations?
• GSM Association
– Provides data and helps build business case for industrywide issues
– Enga...
Capacity Building

mHealth Regulation

Africa Champion & ICT
Governor
GRI reporting recommends transparency on trade group...
Etisalat and MEPRA
• Regular training and workshops
• Recruitment, job postings
• Potential vendor partners (Pitch List)
–...
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.
...
An example…
Desired Outcome

Potential
Partners

Company A

Association
Board

Competitive
Programs

Governing
Body

Analy...
Exercise
•

Draw a theory of change

1. To eradicate unethical PR practice in UAE e.g. gift giving / bribery for press cov...
Clock is ticking…
Desired Outcome

Potential
Partners

Company A

1.

Association
Board

Competitive
Programs

Governing
B...
Evaluating an association
• Your Corporate Strategy & what you want to achieve
•
•
•
•
•
•

Size of Membership
Potential P...
Why MEPRA?
•
•
•
•
•

300 Individual Members
20 Corporate Members
43 Registered Agencies
UAE and Qatar Chapters
Programs
–...
publicity

advertising

WHAT BENEFITS COULD YOU OBTAIN
FROM YOUR MEPRA MEMBERSHIP?
lobbying

publishing

education
standar...
What are we doing – and how can you
get involved?
• Standards & Ethics
– Panel
– Sustainability Reporting, GRI etc
• Educa...
What else?
• Collaborative working group….
– Joint negotiations?
– Economies of Scale?
– Recommended supplier lists?
– Rai...
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 Mea...
Principle 2: Measuring the Effect on
Outcomes is Preferred to Measuring
Outputs
• Outcomes include shifts in awareness, co...
Evaluating your TOC

Input

Output

Outcomes

Impact

Investment of
resources

Direct product of
investment

What happens ...
Exercise…
•

Based on your project, identify a tactic and define your Input, Output, Outcomes and Impact.
1. To eradicate ...
Now let’s take a break!
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Association Engagement Workshop

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Shaping the agenda: How to drive thought-leadership and business impact through professional associations and global platforms

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Association Engagement Workshop

  1. 1. Shaping the agenda: How to drive thought-leadership and business impact through professional associations Slide divider 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
  2. 2. 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?
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. Setting the scene… The Top 10 Worst Jobs For 2013 1. Newspaper Reporter 2. Lumberjack 3. Enlisted Military Personnel 4. Actor 5. Oil Rig Worker 6. Dairy Farmer 7. Meter Reader 8. Mail Carrier 9. Roofer 10. Flight Attendant What does this mean for the modern media relations professional?
  7. 7. We need new cheese! • Strategic measurement & evaluation • Social Media • Sustainability Reporting • Public Advocacy MEPRA Learning Streams
  8. 8. Becoming more strategic is essential Strategic value delivered High Low PRD: Lets approach partner x to join us to create news value outside our home market Stakeholder: Wow, that’s great! PRD: This initiative requires a press release Stakeholder: That’s a good idea Understands the request and makes value-added recommendations Responds to stakeholder requests Proactively identifies related opportunities and proposes feasible projects Pre-empts the request and plans for success Stakeholder: We need a press release PRD: Let’s do a 1-1 interview as well Stakeholder: We need a press release PRD: Here is a press release
  9. 9. Association engagement is an essential component of your career development Strategic value delivered High Low PRD: We’ve set up a cross-industry working group to tackle ‘y’ Stakeholder: Wow, that’s great! PRD: We need you to attend this dinner which is attended by ‘x’ and deliver this message Stakeholder: That’s a good idea Understands the request and makes value-added recommendations Responds to stakeholder requests Proactively identifies related opportunities and proposes feasible projects Pre-empts the request and plans for success Stakeholder: Please check the registration... PRD: You’re in the wrong hotel and will miss VIP dinner with ‘x’ Stakeholder: Please check the registration and hotel details for Davos PRD: Erm.. OK don’t you have a PA?
  10. 10. 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
  11. 11. 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
  12. 12. What good are associations? • GSM Association – Provides data and helps build business case for industrywide 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
  13. 13. Capacity Building mHealth Regulation Africa Champion & ICT Governor GRI reporting recommends transparency on trade group engagement
  14. 14. 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
  15. 15. GSMA mHealth Grand Tour • • • • Cross industry challenge Build data Prove technology Creates a case for change
  16. 16. 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.
  17. 17. An example… Desired Outcome Potential Partners Company A Association Board Competitive Programs Governing Body Analyst Media Grass Roots Decision Maker Competitive Programs Competitive Programs
  18. 18. 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
  19. 19. Clock is ticking… Desired Outcome Potential Partners Company A 1. Association Board Competitive Programs Governing Body Analyst Media To eradicate unethical PR practice in UAE e.g. gift giving / bribery for press coverage Grass Roots 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 Decision Maker Competitive Programs Competitive Programs
  20. 20. 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
  21. 21. 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
  22. 22. publicity advertising WHAT BENEFITS COULD YOU OBTAIN FROM YOUR MEPRA MEMBERSHIP? lobbying publishing education standardization 1. As an Individual 2. As a Corporate
  23. 23. 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’
  24. 24. What else? • Collaborative working group…. – Joint negotiations? – Economies of Scale? – Recommended supplier lists? – Raise standards?
  25. 25. How to evaluate your Membership outcomes • AVE doesn’t apply!
  26. 26. 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
  27. 27. 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
  28. 28. 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 Membership Time to attend training Number staff trained Improvement in productivity, reduction in mistakes Measureable improvement in brand reputation
  29. 29. 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
  30. 30. Now let’s take a break! Slide divider

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