November 2024

Mohammad Anas Wahaj | 30 nov 2024

Public relations (PR) is a dynamic sector with continuously evolving landscape. Thinking beyond the basics, what is relevant now may become obsolete in future. Rise of artifical intelligence (AI) and automation has already started shifting the competitive advantage. Fake news and misinformation has become a nuisance and continues to hurt the PR ecosystem. Moreover, the ever challenging rising costs have made the task of PR founders difficult. To look into the coming 2025, there is always silver lining and brightness for those who keep their focus and adaptively strategizee with modern and forward looking mindset. Here are the views of PR founders aiming for success in the coming year - (1) Caroline MacDonald, founder and CEO at PR firm OggaDoon PR and Digital Media: 'As you strategise your planning, media engagement and press worthy stories for the coming year, keep these factors in mind - (i) Content is king, but don't forget your brand values. (ii) Embrace Artificial Intelligence...Enhancing productivity and creativity while fostering innovation, AI will unlock possibilities for growth and efficiency. (iii) Gen-Alpha are beginning to enter the conversation...Values like plant-based products, eco-friendliness, and sustainability resonate not just with them but also strongly influence Generation Z. (iv) Bluesky (social media platform) is poised to remain an influential player in the social media landscape.' (2) Rachel Royall, founder and MD at comms firm Blue Lozenge: 'Public relations like many sectors is in for a stormy 2025. As an agency founder I think there are four major factors that will disrupt our industry - (i) The golden thread that cuts through the obvious disruptors of AI, digital and social media channel shift is truth. (ii) Human connection in our work and with our teams will be increasingly important. (iii) Optimistically I think PR professionals who can find and promote joy will go far next year. (iv) Integration across disciplines will be vital for agency growth and impact. (3) Olugbeminiyi Idowu, founder and MD at PR firm Talking Drum: 'Increased emphasis on owned media as a channel...Advancements in digital analytics and content management tools will further enhance the appeal of owned media by enabling organizations to measure impact, refine messaging, and target audiences with greater precision...I also foresee synthetic PR redefining how brands engage audiences and manage their reputations. By leveraging advancements in artificial intelligence and synthetic data, PR professionals will be able to simulate audience reactions, test crisis scenarios and personalize campaigns with unprecedented precision...Predictive modelling powered by synthetic data will also help brands stay ahead of emerging trends, navigate reputational risks, and refine their strategies in real-time.' (4) Nick Baines, CEO and co-founder at PR firm Nara Communications: 'Aside from just saying 'AI will be big' ad nauseam, a trend I see that could be significant is the increasingly blurred lines between 'earned' and 'paid' media...There are more and more examples of sponsored placements that seem journalistic and meritocratic but have actually just been bought by companies who want to be seen in the press...I'm especially worried about this as it applies to mediums such as podcasts and individual newsletters...I predict 2025 will see a cozier media, when we in fact need more antagonism and challenging of interviewees. This is a problem - journalism is designed to ruffle feathers not just amplify corporate messaging.' (5) Lynsey Barry, CEO and co-founder at PR firm Five not 10: 'There's going to be more onus on clients and agencies doing a better job of linking PR with business outcomes...As budgets start to pick up in 2025...creative alone won't be enough to get PR the traction it needs and deserves in board rooms...it's going to be an interesting year for recruitment and retention.' (6) Nikki Collins, founder at Earnies: 'It's quite interesting to consider what will be the biggest disruptors in office culture and in turn employee happiness in 2025. Return-to-office has kicked back up a gear...I'd love to see the 'classic' mobile phone call become 2025's biggest disruptor.' (7) Jazz Gandhi, founder at comms firm Duet London: 'B2B and B2C will merge more becoming B2B2C...Insurance companies will need to see a more direct link to embedded sustainability practices...Larger companies will work with smaller outfits with lean overheads...A breed of versatile, talented 'big agency' experts will join as partners to greater a more fluid approach to delivering good comms.' (8) Courtney Glymph, founder and MD at PR firm, YourStoryPR: 'The PR landscape in 2025 will be shaped by shifts in how we build relationships and craft narratives across fragmented channels...As newsrooms shrink and AI content floods digital channels, there's clear appetite for researched, context-rich stories...The disruption lies in the changing nature of influence...Measurement is evolving too. Rather than vanity metrics, we'll track how stories move through professional communities and influence business decisions...Success will come from understanding how communities consume and share information, building campaigns that resonate while ensuring strong digital positioning for AI-driven discovery.' (9) Lydia Oakes, co-founder and COO of PR firm, Bluestripe Group: 'Of course AI will be having an impact in PR like any other industry, but it is just a tool...In fact the human relationship will always be one of the most important in the PR industry’s toolbox...In 2025 the use of AI will continue to grow but it will not replace industry expertise, great relationships and excellent storytelling.' Read on...

PRmoment: What's next for PR in 2025? Founders make their predictions
Author: Elizabeth Howlett

Mohammad Anas Wahaj | 29 nov 2024

Social enterprises bring innovative solutions to social good issues through business-like methodologies. According to the report published in April 2024 by Schwab Foundation for Social Entrepreneurship in collaboration with Bertelsmann Foundation for World Economic Forum, 'The State of Social Enterprise: A Review of Global Data 2013-2023' [Contributors to the report: François Bonnici (Director, Schwab Foundation for Social Entrepreneurship & Head of Foundations, World Economic Forum, Switzerland); Veerle Klijn (Policy Lead, Global Alliance for Social Entrepreneurship, Schwab Foundation, Netherlands); Daniel Nowack (Head, Global Alliance for Social Entrepreneurship, Schwab Foundation, Switzerland); Tiffany Bennett (Research Manager, Euclid Network, Netherlands); Dan Gregory (Associate Director, Social Enterprise UK, United Kingdom)], provides a comprehensive synthesis of the global state of social enterprise, using data from more than 80 countries gathered between 2013 and 2023. It aims to inform policy-makers and business leaders about the underestimated contribution of social enterprise towards global GDP, employment and the Sustainable Development Goals. In the foreword of the report, Hilde Schwab (Chairperson and Co-Founder, Schwab Foundation for Social Entrepreneurship) and Brigitte Mohn (Member of the Executive Board, Bertelsmann Stiftung), say, 'As social enterprises gain momentum worldwide, the need for reliable data increases. Since 2013, a range of actors have been gathering data in more than 80 countries. Their insights reveal that social enterprises are a significant economic force driving positive outcomes worldwide...The report highlights the power of such data and calls on governments, international organizations and the social enterprise ecosystem to invest in and coordinate for a strong data infrastructure at a global level...Social enterprises are not merely catalysts of change; they embody a fundamental shift in how businesses can tackle societal problems on a global scale. At the same time, they prioritize benefits for employees, communities and the planet alongside financial returns. They are at the forefront of the transition towards a fair, sustainable and equitable economy - the stakeholder economy.' HIGHLIGHTS OF THE REPORT: The global data indicates that there are approximately 10 million social enterprises across the world, which means they comprise more than 3% of all businesses; Social enterprise accounts for around 2% of global GDP and 3% of all businesses; They generate around US$ 2 trillion in revenue each year; They create nearly 200 million jobs; They bridge the gender gap, with one in two social enterprises worldwide led by women, compared to one in five for conventional enterprises; They deliver against all the United Nations Sustainable Development Goals (SDGs), especially those focused on health and education, climate and jobs, thereby reducing poverty and inequality; According to Statista.com, Social enterprise is larger than the US$ 1.79 trillion apparel industry and almost twice the size of the US$ 1.01 trillion advertising industry; The study reveals gaps and challenges in social enterprise data. These challenges include the availability and quality of data, the comparability of the available data and the difficulty with quantifying social and environmental value creation; Barriers faced by social enterprises include - limited access to finance, lack of public awareness and recognition, lack of government support, inadequate legal and/or fiscal framework, limited access to procurement processes. The report concludes, 'Robust data on social enterprise is critical to inform policy-makers on the design of policies and the most effective allocation of resources.' Read on...

World Economic Forum: The State of Social Enterprise: A Review of Global Data 2013-2023
Authors: François Bonnici, Veerle Klijn, Daniel Nowack, Tiffany Bennett, Dan Gregory

Mohammad Anas Wahaj | 25 nov 2024

The perfect fit customized garment has only been achievable through bespoke tailoring but the cost is high and unaffordable to many. Now this might change as the textile industry is undergoing tranformation, thanks to the invention of active fibers and innovative knitting processes. Researchers and designers at MIT Self-Assembly Lab in association with Ministry of Supply has developed a 4D Knit Dress that combines several technologies to create personalized fit and style. Heat-activated yarns, computerized knitting, and robotic activation around each garment generates the sculpted fit. Prof. Skylar Tibbits of the Department of Architecture and founder of the Self-Assembly Lab at MIT (Massachusetts Institute of Technology), says, 'Everyone's body is different. Even if you wear the same size as another person, you're not actually the same...The 4D Knit Dress is the opposite of fast fashion...From a global standpoint, you don’t have tons of excess inventory because the dress is customized to your size.' Sasha MicKinlay, a recent graduate of MIT Department of Architecture is a textile designer and researcher at the Self-Assembly Lab, and helped produce the active yarns, created the concept design, developed the knitting technique, and programmed the lab's industrial knitting machine. She says, 'The styling is important, Most people focus on the size, but I think styling is what sets clothes apart. We're all evolving as people, and I think our style evolves as well. After fit, people focus on personal expression...I hope this research project helps people rethink or reevaluate their relationship with clothes. Right now when people purchase a piece of clothing it has only one ‘look.’ But, how exciting would it be to purchase one garment and reinvent it to change and evolve as you change or as the seasons or styles change...' Danny Griffin, another mamber of the team is a student of architecture who had experience in robotics in construction and translated the heat activation process into a programmable robotic procedure that would precisely control its application, says, 'When we apply heat, the fibers shorten, causing the textile to bunch up in a specific zone, effectively tightening the shape as if we're tailoring the garment, There was a lot of trial and error to figure out how to orient the robot and the heat gun...' Gihan Amarasiriwardena, co-founder and president of Ministry of Supply, says, 'Efficiently producing garments is a big challenge in the fashion industry. A lot of times you'll be guessing what a season's style is. Sometimes the style doesn't do well, or some sizes don’t sell out. They may get discounted very heavily or eventually they end up going to a landfill...If the demand is there, this is something we can create quicklyunlike the usual design and manufacturing process, which can take years.' Read on...

MIT News: Is this the future of fashion?
Authors: Maria Iacobo, Olivia Mintz