The document discusses an upcoming Middle East PR Association (MEPRA) event focused on driving thought leadership and business impact through professional associations and global platforms. It provides an agenda for the event including introductions, an overview of MEPRA's mission and goals, and upcoming MEPRA events. Attendees will discuss understanding associations in the regional context, evaluating associations, setting objectives for engagement, and measuring results. The goal is to inspire new engagements and familiarize attendees with opportunities through MEPRA membership and engagement.

1. Shaping the agenda:
How to drive thought-leadership and business
impact through professional associations
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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. 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. 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. 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. 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. 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. We need new cheese!
• Strategic measurement
& evaluation
• Social Media
• Sustainability Reporting
• Public Advocacy
MEPRA Learning Streams

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. 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. 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. 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. 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. Capacity Building
mHealth Regulation
Africa Champion & ICT
Governor
GRI reporting recommends transparency on trade group engagement

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. GSMA mHealth Grand Tour
•
•
•
•
Cross industry challenge
Build data
Prove technology
Creates a case for change

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. 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. 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. 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. 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. 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. publicity
advertising
WHAT BENEFITS COULD YOU OBTAIN
FROM YOUR MEPRA MEMBERSHIP?
lobbying
publishing
education
standardization
1. As an Individual
2. As a Corporate

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. What else?
• Collaborative working group….
– Joint negotiations?
– Economies of Scale?
– Recommended supplier lists?
– Raise standards?

25. How to evaluate your Membership
outcomes
• AVE doesn’t apply!

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. 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. 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. 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. Now let’s take a break!
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