The final interview that I recorded at the European Communications Summit in Brussels was with Mazen Nahawi, CEO of Media Intelligence Agency, CARMA, who had presented a session at the conference on the topic of Tribal Relations, which was looking at how understanding of trust will change amidst the failures of political communications. This was quite a timely talk following the result of the Brexit referendum in the UK and the backtracking that followed from both sides of the argument.
— AlexandraEkkelenkamp (@alexekkelenkamp) July 8, 2016
Mazen’s talk was about how people are coming together around ideas, interests and passions rather than gender, ethnicity or location. They can be transnational and multicultural, but the key aim is that they want to achieve a particular goal, whether political or social. As well as what was going on in the UK politically, he said it was also quite pertinent in the current US elections as well as what has happened in the Arab Spring in the Middle East and so it’s very much a global phenomenon. He added that it’s therefore important to understand what brings people together and what drives them, which is what CARMA are trying to achieve with their research.
Mazen explained that CARMA are trying to take measurement to a different level with their Tribal Relations research. He said that traditionally, the [PR] industry has focussed on clip counts, advertising value equivalency (AVE), etc., but his company believes the csuite requires data that is much more in-depth and needs to have a historical, business and psychological context, rather than just media analysis and opinion data. He believes that by blending it all together, you get a holistic view and a better understanding of the people you are trying to serve.
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