posted on Jul. 05, 2024 at 4:50 pmJul 5, 2024

“PR is no longer an afterthought in integrated communications”

posted on Jul. 05, 2024 at 4:50 pmJul 5, 2024

Current Global's Sinead O’Connor explains why PR agencies in the region need to be given a voice at every stage of the campaign development process.

Sinead O’Connor, Senior Director at Current Global MENAT

The role of PR in integrated communications strategies has been evolving over recent years and continues to be one of the industry’s hot topics. Thankfully, we’re moving away from ‘can you get some coverage for this advertising campaign’ to PR starting to have a genuine seat at the table when defining the strategy and creative.

This was particularly evident at Cannes Lions 2024, a breakthrough year for the PR industry where, for the first time ever, we saw PR agencies pick up Grand Prix as well as credits across the shortlists and winning campaigns.

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Tags:campaign ideation Current Global integrated communications PR Sinead O’Connor

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.