PR Manager
Description
Background
The role of the MCN Communications team is to manage the reputation of the MCN brand and its agencies, ensuring a high quality, consistent and clear narrative to key external stakeholders. The purpose of these guidelines is to optimise the profile of every agency’s brand, while building a strong and cohesive story, increasing amplification of our news and importantly, avoiding conflict in external narrative, timings or investment. MCN is part of IPG, a publicly listed company; these guidelines also serve to protect and help safeguard agency brands.
General Process
External Communications:
- Any enquiries from the press (dailies, radio, tv, online platforms), be it an interview, a quote or commentary on any topic must be streamlined through the Communications team.
- Communications will evaluate each opportunity and engage the appropriate spokesperson to define and craft messaging.
- Communications is to remain the primary point of contact with the press
Significant news:
All news including new business wins/losses, executive arrivals and departures, new initiatives and capability launches, sensitive topics/crises should be managed by Communications. Critically, all teams must work to an agreed embargo to ensure news is aligned and has optimal chance for amplification, otherwise subsequent PR coverage can be limited.
New business wins/losses:
- All new business wins and losses to be shared with Communications in order to channel approvals correctly, amplify cross-win brands where possible and protect profile around losses.
- Please provide the following information around new business wins: Client / Scope won - which MCN agencies, which disciplines, which markets / Revenue / Any current scope across MCN agencies / Competitors in the review / Timing for the review (conclusion and transition)
Thought Leadership Pieces, Interviews, Creative Work PR, Campaigns, Talent Appointments
- Communications will regularly identify press opportunities across MCN agencies. Agencies or individuals who have content, work or a story idea should contact Communications.
- Communications will evaluate, review the content and/or support with drafting the material as required.
- Communications will issue the content to target press and where relevant engage communications network outside of MENA to help with global distribution.
- Communications to assess thought leader and interview opportunities with MCN and agency brand CEOs to ensure the most relevant spokesperson is put forward.
- For Creative work, please ensure the communications team are briefed well in advance of launch (4 weeks prior) to ensure full PR. Assets required to PR creative work are as follows: Client approved press release / list of final credits - fully approved by agency brand CCO and CEO / final link to work (YouTube, vimeo) / 2-3 hero images of the campaign.
- Work that is created in partnership across 1 + agencies at MCN is of particular interest and should showcase the connected offering cross-agency with appropriate credit checks and a joined up narrative.
Global approvals and amplification
- The Communications team will be the interaction point to ensure our global networks are amplifying news and work where relevant.
External Speaking Opportunities:
- All external speaking opportunities should be streamlined through Communications
- Communications to assess the opportunity with MCN and agency brand CEOs to ensure the most relevant spokesperson is put forward.
- Communications to be the primary point of contact between the organisers and speaker
Large-scale partnerships and initiatives/projects:
For any significant partnerships and initiatives driven by agency brands, including research or white papers, programmes for talent retention/recruitment, DE+I or ESG initiatives, speaking engagements, thought leadership, press interviews, partnerships with external companies, advertising, advertorial, please ensure all activity is streamlined through Communications.
Watch outs
- Please remember to avoid discussing forecasts, predictions or numbers of any type
- Please remember we have specialists across the MCN network to speak on certain topics and to align with Communications on all opportunities.
Social Media
- Please remember you are representing your company on social media i.e. LinkedIn
- Please ensure you are promoting news in a timely manner i.e. to agreed embargo with Communications, otherwise it will jeopardize press coverage
Crisis Communications
A crisis is defined by sensitive or potentially negative news e.g. loss of a big account / move of senior leader / backlash to creative work / reputation issues / HR complaints or litigations.
Escalation
- Any potential crisis situation related to our employees, agencies or clients should be immediately escalated to Communications.
- Depending on the gravity, topic, and scope of the crisis, this should either be directly managed by the brand or through Communications.
- It is essential to stay ahead of any problems to avoid potentially negative headlines.
Key Audiences and channels for Communications
Please be aware that we are managing a wide range of stakeholders and audience in our communications including: MCN leadership, IPG corp communications. McCann Worldgroup communications team, MCN MENAT talents, local and global journalists, industry bodies and influencers, clients and tale