Transcript Slide 1

Managing Perceptions
Managing Perceptions
Contents
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About Us
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Marketing Research Capabilities
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Public Relations Capabilities
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Proven Performance Records
Managing Perceptions
Mission Statement
Total Commitment
&
Partnership With Our Clients
Managing Perceptions
About us
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We are a marketing research and public
relations agency, distinguished by its broad
range of knowledge and professional
accomplishments.
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Founded in 1982
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Fully Egyptian, independently owned
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Member of ESOMAR, MRS (UK), IPRA (USA),
PRCA (UK) and the Egyptian Public Relations
Society, I.A.A., and The Egyptian Advertising
Association.
Managing Perceptions
About us
Reputation
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45 years of working experience.
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Financial strength and stability.
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Delivering on promises.
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Credibility and appreciation by clients and
stakeholders.
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Investment in skills and training.
Managing Perceptions
About us
Team Attributes
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Ability of team leaders and confidence in
quality of strategic advice.
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Experience/ knowledge of the client’s
industry/issues.
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Ability of team leader to understand and
meet client requirements
Managing Perceptions
About us
Experience
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A group of committed communications specialists
who combine creative skills and experience offering
a wide range of portfolio services, especially
tailored to meet client needs.
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We create, plan and implement programs based on
client goals and objectives.
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Our staff is 100% Egyptian which enables us to
fully understand the dynamics of the market as well
as adapting global studies to suit local market
culture.
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All our senior staff is trained by The Burke
Institute in Cincinnati, USA and Hill &
Knowlton.
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All managers have from 10-15 years experience
Managing Perceptions
About us
Loula Zaklama
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World President for International Public
Relations Association for 2006.
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More than 40 years experience in
communications: advertising, marketing
research, and public relations.
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Member of the Board of Governors, American
Chamber of Commerce.
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Member of Executive Board International
Economic Forum of Egypt.
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Member of The Board, International Public
Relations Association.
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Member of The Board, Gallup International.
Managing Perceptions
About us
Company
Structure
President & Managing Director
Vice President
Public Relations
Research
Quantitative
Research
Managers
Manager
Senior
executives
Client
service
Support Staff
Managing Perceptions
Media
relations
Qualitative
Research
Manager
Account executives
Field force
About us
Affiliations
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Marketing Research
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Burke Marketing Research
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Gallup International
Public Relations
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Arcay Communications
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Pinnacle
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The Shamal Group communications
Managing Perceptions
Marketing
Research
Managing Perceptions
Marketing Research
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Fully equipped to handle both qualitative and
quantitative research
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Studies from problem definition to actionable
marketing recommendations
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Designing the research methods that best
answer the research purpose and objects, in
the most cost efficient way.
Managing Perceptions
Capabilities
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Two focus group facilities with one-way
mirror, simultaneous translation and
sophisticated audio recording system.
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6 professional bilingual male and female
moderators, with average 8-16 years
experience, with specialization in different
projective techniques.
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Highly trained recruiters with wide
knowledge of the structure of the Egyptian
society, as well as its psycho-graphic nature.
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Analysis and report writers with majors in
psychology and sociology.
Managing Perceptions
Client List
Marketing Research
Managing Perceptions
Client List
Advertising Agencies & Marketing Consultants
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4sight
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Equity
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Global Consultants
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Inspiration
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Marketing Mix
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Ama Leo Burnett
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Impact BBDO
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Publicis-Graphics
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Saatchi & Saatchi
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Fortune Promoseven
Managing Perceptions
Public
Relations
Managing Perceptions
Capabilities
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Rada Research & Public Relations offers a
wide range of professional public relations
services to help clients meet their corporate,
brand and communication objectives.
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Professional and creative bilingual
executives with an average of 6-10 years
experience.
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Understanding and analyzing client business
environment, as well as competitors.
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Staying ahead of the latest PR and
communications development.
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Deep rooted relations with all media in
Egypt, established over 30 years.
Managing Perceptions
Scope of Service
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Communications Consultancy
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Corporate Communications
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Public Relations to Support Brand
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Internal Communications
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Public Affairs
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Investor Relations
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Identifying CSR Opportunities
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Media Relations
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Clipping and Monitoring Services
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Media Training
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Issues / Crisis Management
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Events Management
Managing Perceptions
Media Scene in Egypt
Current Situation
• Ratio of publications to the Egyptian
population is significantly low
• The number of industry specialized
publications is very limited
• Scarcity in specialized, industry-focused
journalists
• Lack of sophisticated journalists
• PR in Egypt is wrongly perceived (low
industry awareness)
• Confusion between paid advertising in
media and public relations
• PR relies heavily on personal relations
Managing Perceptions
Media Scene in Egypt
Noticeable Improvement and Change
• Ratio of publications to the Egyptian
population is slightly increasing (but not
dramatically)
• Slight increase in industry specialized
publications
• Specialized, industry-focused journalists
are growing in number
• Journalists learning to become more
sophisticated
• PR Industry in Egypt more in demand
(awareness rising)
Managing Perceptions
Sectors of Special Expertise
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Automotive:
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FMCG:
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IT:
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Telecommunications:
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Government:
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Consumer Electronics:
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Aviation:
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Medical / Pharmaceutical:
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Banking & Finance:
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Hotels & Tourism:
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Oil & Gas:
Managing Perceptions
Client List
Managing Perceptions
Positioning CSR
The Definition for CSR has Changed
Different Views
CR: Remove the ‘S’ – It is Corporate Responsibility
CG: Corporate Governance
The Debates are still going on…
Managing Perceptions
Positioning CSR
What is CSR all about?
Senior Management’s Top Priority
IS IT...
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To feel good?
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To appease your conscious?
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Does it make business sense?
Managing Perceptions
Positioning CSR
CSR is NOT charity!
It is…
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Behaving ethically
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Assuming environmental concerns
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Being transparent
Definition of Success:
The triple legged stool
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Social
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Economic
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Environment
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Relies heavily on engagement with
stakeholders
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SUCCESS STORIES
Proven Performance Records
Managing Perceptions
Contents
A. GOVERNEMENT RELATIONS
General Authority for Free Zones & Investment (GAFI)
B. CRISIS MANAGEMENT
Luxor Terrorist Attack
C. CORPORATE COMMUNICATION
El Gouna Beach Resort
D. CSR
Vodafone Foundation
E. SPECIAL EVENTS
Conde Nast Traveler
IPRA
Dodge Durnago – Car Launch
Managing Perceptions
A. GOVERNMENT RELATIONS
Investment Promotion Campaign
- General Authority for Investment (GAFI)
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GAFI appointed Rada as Communications
Consultant. Together with GAFI team, they
undertook a totally integrated communications
campaign in Europe and the Middle East to
communicate Egypt’s value proposition as an
attractive country for investments.
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This campaign, in its phase I period (2005-2006),
has been very successful in generating extensive
coverage in both Europe and the Middle East.
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The success of Phase I is giving way to phase II
due to start in December 2006.
Managing Perceptions
B. CRISIS MANAGEMENT
- Luxor (Terrorist Attack)
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After the terrorist attack in Luxor, Rada came up
with the idea of bringing to Egypt highly respected
international security experts from UK, France,
Italy, Germany and USA to Egypt to witness how
the situation really was.
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This small team produced a White Paper on their
analysis of the situation (i.e. that Egypt is
addressing, quickly, the highest need namely to
enforce strong security on a consistent basis).
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Members returned to their countries, wrote articles
with their name, appeared on the media and
issued positive statements of support to both
government foreign departments, tour operators,
travel agents and travel writers.
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This brought back the confidence in Egypt’s
security in those countries.
Managing Perceptions
C. CORPORATE COMMUNICATION
- El Gouna Beach Resort (Hurghada)
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Rada has designed and implemented a public relations
program to create awareness of El Gouna Red Sea resort
in Romania.
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The program included activities in Romania:
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Introduction seminar for tour operators and
travel agents in Romania,
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Organizing incentive trip for tour operators
and/or travel agents,
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Organizing press conference, participating at
“The World Travel Market” Fair, in Bucharest,
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Conducting El Gouna Day (seminar) within
“The World Travel Market” Fair in Romania and
initiating direct mailing (newsletter)
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After 6 months, El Gouna name was well recognized by
most tour operators in Romania, many travel agencies
and by a substantial number of individuals who read
about the resort and saw photo layouts and film clips on
TV. El Gouna was and continues to be recognized as a
desirable new vacation destination for the Romanians.
Managing Perceptions
D. CSR
- Vodafone Foundation
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Rada was assigned to launch Vodafone Egypt Foundation
and develop a communications campaign to bring
awareness to the Foundation mission and activities and
position Vodafone as a leader in CSR activities
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The program activities included :
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Major press conference to announce board of
trustees and launch the Foundation.
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Build a database of the active NGOs working in
education, children health, environment.
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Identify and evaluate priority projects for
Vodafone to participate and fund.
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Include the media in the process of each
activity to witness the efforts undertaken.
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Design and implement awareness campaign for
each major activity executed in coordination
with NGOs, IGOs, and government bodies.
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Create and implement Ramadan Charity
Caravan to tour all governorates for elderly
homes, orphanages and special needs
Managing Perceptions
E. SPECIAL EVENTS
Conde Nast Traveller
(An award-winning ceremony, hosted by Conde Nast Traveller Magazine)
• Rada has been assigned to organize and manage the
50th anniversary celebration of Conde Nast Traveller
that took place in Cairo during the ASTA annual
conference, and to present the Readers Choice Awards
for best hotels, spas, cruise lines, airlines, etc.
•Rada built a small scale replica of a Pharonic temple
with hand painted walls overlooking the pyramids. 5
stars setup and 1st class audio/visual presentations
including the award-giving ceremony was fully handled
by Rada including transportation of 250 guests by
private white Mercedes Limos.
• The success of the event was conveyed through the
enormous letters of recognition that Rada received
from Conde Nast Traveller’s executives and guests
Managing Perceptions
E. SPECIAL EVENTS
- International Public Relations Association (IPRA)
•The International Public Relations Association decided
to hold its annual conference in Cairo, Egypt and gave
Rada the responsibility of organizing and managing
the event
•Rada was fully coordinating the event, including:
•Correspondence with all IPRA members around
the world, all logistics of the 3 day event,
attracting most prominent PR speakers and
professionals from all over the world, promoting
the event, getting and managing sponsors, media
relations, advertising campaign, etc.
•The success of the event was monitored through the
enormous letters of recognition received from
participants and the very high media exposure for the
event, both nationally and internationally. Egypt was
chosen to organize the event for a 2nd time three
years later.
Managing Perceptions
E. SPECIAL EVENTS
- Dodge Durango – car launch
• Rada has been assigned to launch the Dodge
Durango in Egypt for the Middle East region, Africa
and Russia
• The launch was marked by a 4-day trip to Sharm ElSheikh for 7 intervening waves (each wave has its
own program and timings) including handling of
media, test drives, desert trips, entertainment and
gala dinners, go-karting tournament, tours and diving
trips.
• The event was highly perceived in terms of
exposure and organization by all participants and
received very high exposure in the national and
regional media.
•Egypt was well perceived for organization of
corporate events for DaimlerChrysler worldwide and
was given the responsibility for organizing several
events afterwards such as Camp Jeep, Jeep Trek,
International launch of Cherokee
Managing Perceptions
Why RRPR
Rada Research & Public Relations ensures their
clients the delivery of their corporate, brand and
communication objectives, through:
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A wide range of professional research & public
relations services.
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RRPR’s reputation for integrity and dedication to
our business partners.
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Over 40 years of working experience in the
fields of Research, Advertising and Public
Relations, with a successful proven track record.
Managing Perceptions
Why RRPR
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Experience – 40 years
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Financial stability
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Integrity
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Integrated Communications Skills
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Market knowledge
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Deep roots with media
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Strong government relations
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Professionalism
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Customer oriented
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Dedication
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Attention to detail
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Delivery of promises
Managing Perceptions
Thank You…
Managing Perceptions