Inked thoughts on PR based on 15 + 3 years of experience
28 February 2021
by Salah El Din Aloui - Chairman & MD - Jupiter Commz
Reflections and inked thoughts that I’ve gathered over the past 18 years. More than 3 of which were spent building up our passion and pride; Jupiter Commz.

Communications & Public Relations (PR) is a dynamic and fast-growing career which requires a resilience and strong passion. Its aspects are anything but steady. The digital revolution has caused significant shifts in the way we communicate, reach stakeholders and deliver messages. As of late, we’ve witnessed new growth opportunities for communications & PR, expanding the profession’s remit in the process.

Unfortunately, not all have come to terms with this new reality, whether PR professionals or adopters. The lack of awareness in terms of the depth and importance of the profession has met with little buy-in from businesses who may relegate it to the background. A “nice -to have” as opposed to a “must-have” service.

So, what does a PR profession actually entail?

It’s all things strategy, messaging and relationship building. It is the ability to develop and implement strategies that build a voice of authority and build trust on behalf of entities whether corporate or civil.

At Jupiter Commz, we believe that PR professionals and practitioners should focus on performance and results around strategic priorities, in addition to maintaining the trust of stakeholders, if they are to succeed. To achieve this goal, we should have a strategic mindset that is able to define and align corporate mission, purpose, values, culture and brand with business models, practices and policies across the board. 

“PR has no solid Returns on Investment (ROI)” - This is an outdated belief. This is the difference between an ordinary PR professional and a top-notch one. The key is the ability to collect and analyze data.

I am so proud that at Jupiter Commz we have a team who is energetic, innovative and keen to learn. They have the flexibility and thirst to broaden their horizons and expand their mindset making them adaptable to different environments. I believe that it’s thanks to Allah first and this passionate team that we were able to overcome the effects of corona and succeed in achieving our goals for the year.

We are always keen to answer the question “How does PR contribute to a business’ bottom line?” How can we as PR professionals ensure that we are catalysts for growth and play an integral part in business strategy? We do so by adding another dimension to the brand, getting their message across while confirming the brand’s credibility by putting a “face” to the name.

In short, at Jupiter Commz, we believe that a good PR strategy doesn’t end with a press release or an event but to take the company to the next level. And again, it is all about passion and the team. If you have the PASSION and the right TEAM, anything is possible.

In true Jupiterian fashion, it takes being BOLD, SOLID and EMINENT.
Do that and YOU ARE THERE.
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