DO BETTER, DO MORE

Morocco 2020/21 | ICT & MEDIA | INTERVIEW

A Moroccan influence consultancy firm with a North African geographic footprint, PR Media's reach covers the entire continent and beyond

Fatime Zohra Outaghani
BIOGRAPHY

After a successful career in sales and marketing, Fatime Zohra Outaghani founded PR Media in Casablanca in 2004. The agency is now a major consulting firm for companies and organizations in Morocco and across Africa. Multi-awardwinning, PR MEDIA is ranked the most successful Moroccan agency in the SABER Awards Africa, the equivalent of the Oscars in the public relations sector.

PR Media started its operations 16 years ago. What have been its main successes?
PR Media was established in 2004 and became a pioneer in the public relations sector in Morocco and more broadly North Africa. We quickly understood that we had to rely on experts and dedicated services to bring their voices to a variety of audiences such as the media, consumers, influencers, and so on. We have seen some great successes. The first was our expansion into Morocco, Algeria, and Tunisia. We have been affiliated with the American giant H+K Strategies since 2005, which gives us the benefit of a network of key expertise throughout Africa, both French and English-speaking. Our growth is also embodied in our human resources, namely the 50 or so consultants who make up the agency's strike force. Our third success concerns the diversity of our sectors of intervention. We cover a wide spectrum from energy to entertainment, food processing, cybersecurity, sports, luxury goods, real estate, wellness, transport, consumer goods, and more. You are an established player in the communications field.

How did PR Media reach this point?
This is the result of the recognition of our customers. We have been working with some companies since our creation, which is quite rare in our industry. Our ability to listen and adapt is fundamental. We have successfully taken every turn in the transformations that have affected markets since the early 2000s: the mobile revolution, the internet revolution, the digital revolution, and so on. We have evolved by being proactive, accompanying changes, and even showing pedagogy toward our customers, who are not always informed and aware of new uses. A few years ago, we created a subsidiary entirely dedicated to digital and the management of e-influencers and digital communities.

How do you differentiate yourselves from other agencies?
We are a leading agency because our expertise is recognized, and our clients' interests are our top priority. We develop relevant and effective strategies for them, often going beyond what they expect and with concrete, measurable results in line with their objectives. This is our corporate culture: always do better, always do more. Our support and our ability to guide are strong differentiators.

How do you make sure you remain up to date in such a fast-paced world?
PR Media has a strategic monitoring department that regularly updates its working standards, tools, and methods. This allows us to stay one step ahead of the transformations that will impact our activities. More broadly, we have reviewed our organizational model by abandoning the traditional silo-based operation and moving from a vertical to a horizontal structure.

What is your assessment of AI, big data, and automation?
We conduct regular research to better understand the expectations of journalists, influencers, consumers, and citizens in general. We rely on advanced analytical tools with which we can better identify the major themes of conversations on social networks as well as the tone. The predictive data offered by AI can be used to target content that will have the greatest impact. We also use platforms that help us monitor media and predict the impact of news on our clients' image.

Can you tell us about your international expansion?
PR Media is a Moroccan agency, with a North African geographic footprint and a reach that covers the entire continent and beyond. With our affiliation with H+K Strategies, we can operate in all territories, relying on teams that have a perfect understanding of the country where they are located. We are a local but also a global agency, with the conviction that digital technology is changing the notion of borders.

What is your target for 2020?
We have successfully evolved from a PR agency to an influence consultancy firm. In 2020, this trend will continue with the in-house development of new services and skills based on the possibilities offered by recent technological developments.