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posted on Jan. 07, 2025 at 10:31 am

Role of traditional media in the PR convergence-feedback loop

posted on Jan. 07, 2025 at 10:31 am

POP Communications' Zainab Imichi Alhassan introduces the PR convergence-feedback loop, which demonstrates why PR is no longer a one-way street and how traditional media holds a critical place in the loop.

Zainab Imichi Alhassan, Managing Director, POP Communications discusses the PR convergence-feedback loop.

In PR, we often find ourselves juggling two realities, traditional media, which anchors credibility, and digital platforms, where speed and engagement dominate.

As campaigns stretch across TikTok, LinkedIn, and everything in between, traditional media can sometimes feel like a slower, less adaptable player in the mix. But for PR agencies in the UAE, where newspapers, magazines, TV, and radio remain critical, abandoning traditional media is not an option.

The question isn’t whether traditional media still

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Tags:audience feedback integration content convergence credibility feedback magazines newspapers POP Communications PR PR agencies PR Convergence Feedback Loop public relations radio real-time optimisation strategic refinement traditional media TV Zainab Imichi Alhassan

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.