WHAT ARE THE BIGGEST CHALLENGES FACING THE PR INDUSTRY?
The most talked about innovation right now is, of course, AI, but I like to think of it as a tool rather than a challenge.
Programmes like Chat/GPT have difficulty injecting the human touches of nuance, empathy and humour.
They are known to sometimes ‘hallucinate facts’ or make ‘reasoning errors’ and we are a very specialised industry that relies on accuracy, reliability and integrity, so the human element is crucial.
However, as we chaperone the adoption of AI, we also tap into a workforce populated by a new wave of tech-savvy young entrepreneurs, ensuring that we are always reflecting our clients’ business objectives, staying ahead of the curve and adapting to change, leading by example.
WHAT CHANGES HAVE YOU WITNESSED IN THE INDUSTRY IN RECENT YEARS?
Well, to state the most obvious, it’s AI again, but that technological tool is still in its infancy.
A more tangible change is the shift in emphasis to the adoption of ESG (Environmental, Social, and Governance) policies which are playing a pivotal role in our success.
By embracing these principles, we showcase our commitment to sustainability, ethical practices, and responsible leadership, values that are equally important to our clients.
Socially responsible initiatives boost both the company’s reputation and employee morale, leading to a motivated and diverse workforce.
WHAT ADVICE WOULD YOU GIVE TO CLIENTS WHO WANT TO GET THE MOST OUT OF THEIR AGENCY?
Trust the agency’s expertise. We are a strategic partner, addressing the individual needs of every single client. We invest in digital transformation and ESG, building sustainability into every project.
Clients should understand that markets evolve so an agency needs room to innovate and respond to evolutionary trends in order to achieve their long-term vision.
WHAT ARE THE LATEST TRENDS TAKING PLACE IN THE EVENTS SPACE?
That’s easy – technical integration, which is having a profound impact on the events industry, transforming how events are planned, executed, and experienced.
In the last year, tremendous advancements in technology have ushered in some amazing new possibilities, enhancing attendee engagement, streamlining event logistics, utilising more accurate data analytics and providing more personalised interactions.
By incorporating the latest AR/VR, interactive and immersive technologies, Viola Events are creating hybrid experiences that go beyond the accepted norm into our brave new world.
OF WHAT RECENT EVENT IN WHICH YOU WERE INVOLVED ARE YOU THE MOST PROUD?
We are proud of every single event that we have organised since our inception – but if I had to choose a concept that makes me proudest, it would be any event that positively contributes to the reputation, recognition and status of the UAE.
As a home-grown company, Viola Communications has evolved alongside the nation, and we are honored to be involved in any event that helps to chart its progress.