Taoufik Habaieb is the founder and CEO of PR Factory, the first public relations agency and network based in Tunisia, serving the North African market. He is also the organizor of the 1st North Africa PR Forum.

Q. Tell us about PR Factory.
A. PR Factory  was established, in Tunis, since 1991 inside THCOM as PR department, before being converted to independent agency, in 2006. In 2 years, PR Factory implemented its own North African Network with an office in Tripoli Libya and two affiliated agencies in Algiers (Algeria) and Nouakchott (Mauritania). We believe we are the leaders in this field within the region. Major multinationals and agencies trust us and we are happy to meet their objectives.

Q: Tell us about PR in North Africa?  What is the level of services now available to client?
A: One the one hand, there's the significant growth of media in North Africa, and especially online media which has gained independence and enlarged its audience, and on the other hand there is the arrival of multinationals, especially real estate developers. Accordingly, PR services in the Maghreb countries has becomes a must. From Libya to Mauritania, journalists are learning and highly appreciating the support offered by PR agencies to benefit them and their readers. Press events are being held more frequently and are well organised with instructive media kits in hard copy as well on flash disc or CD. The market boom is attracting investors. Every month, there is a new PR Agency announcing its precense in North Africa.

Q: Being a pioneering company, educating the market has been central to your efforts, to facilate your succes.
A: It is essential! Educating the market is is a key to the success of the PR industry, and we need to talk about all the great opportunities these new tools offer journalists and clients; finding the best way to serve and perform. First results are good and this allows us to enlarge our scope of work. Indeed we started with media relations, the first call of the market and a key entry point. Now we are offering a wide range of services including corporate communication (identity, internal, financial, etc.), crisis management, public affairs and CSR. We are happy to serve leading clients as Microsoft, Dell, LG, Gulf Finance House, Al Maabar, Qatar Airways, etc. and delivering good results. Organizing the visit of Steve Ballmer, Microsoft's CEO, to Tunis is one of our great achievements, as well as the launch of new real estate projects in Tunisia, Libya and Algeria.

Q: PR is matruing in Tunisia, but how does the PR market look in Algeria and Mauritania? Are your affiliates active?
A: Very active! Backed by 20 years communication experience, Mohieddine Djabri, the CEO of PR Factory Algeria is striving to implement new PR techniques in his country. He is the CEO of Integral Conseil Ad Agency and one of the key players in the Algerian communication scene. As for Mauritania, I suppose it is not easy at all to do PR in that country, with a very independent media and a small numbers of local clients. Yet, my partner Mr. Isselmou Sidoumou, Managing Director of PR Factory Mauritania, has served GCC clients quite well in his market. Journalists were happy to receive regular press releases, well prepared with illustrative photos. They were also glad to be invited to press briefings and to attend media clubs where they can socialise. By the way, Mr. Isselmou is the founder of Publicim Ad Agency, and is considered as the father of communication in his country.

Q: You took the initiative to organize the 1st North Africa PR Forum last January. How do you assess this initiative, Mr. Habaieb?
A: We need to create a market and get to know each other (Agencies, Media and clients), to create a buzz around our business and network. As you know, promoting PR in Maghreb countries was always part of our vision. Indeed, the 1st North Africa PR Forum was a great success. With more than 200 attendees, Sadri Barrage, Past-President of MEPRA, explained PR practices in GCC and shared major learnings. Jacques Bille, IAA Vice-President, highlighted PR impact in Europe and newly implemented tools. Mohieddine Djabri, Isselmou Sidoumou and I presented case-studies and focused on our best practices. Also, panel discussions were held with representatives of Microsoft, Qatar Airways, LG, and Tunisian Kuwaiti Bank, was very instructive to the audience.

Q: What's next for PR Factory?
A: To expand our business to large categories of clients such as enterprises, NGO’s, public authorities, etc. To train newly graduated students and provide them with PR skills. To implement National PR  Association’s in every country, and go faster. The arrival of the international networks in the region, looking for affiliate agencies or direct entry, will accelerate this movement. This new trend towards PR has to be supported by local agencies, helping international PR professionals to adapt and customise their services following the specific needs of each country. Moreover it is imperative to develop home-based relationships and connections and establish professionals’ links.