A conversation with Cem Arikoler: Regional Director, Promax Middle East, Dubai, United Arab Emirates

Communication World, March-April, 2005

What historical figure do you most identify with and why?

I identify with Thomas Edward Lawrence--"Lawrence of Arabia." I come from Holland. Living and working in the Middle East, being from a European background, is extremely challenging. It requires adopting local political, social, cultural and religious sensibilities. T.E. Lawrence was a British soldier who came to the Middle East in the early 1900s and turned it upside down. He helped the small Saud family in the deserts of the Arabian Peninsula to construct their own country, which is today's Saudi Arabia, using his knowledge of how to handle communication with the British forces at the time. Recently, my company [a strategic communication consultancy with 16 offices in the Middle East] has been helping various Arabic countries and companies manage the post-Sept. 11 stigma around them. I find myself educating them on how to communicate with the Western world, and I have also helped some Western countries learn to communicate with these countries and companies. The strategies and tactics I develop for them with my team have similar effects as Lawrence's.

Which word or phrase do you think is overused right now?

"Measurement for the bottom line." Companies do not understand what will be the result if they do not communicate and directly jump on the tangible outcomes. I am not against measuring outcomes--in fact, I spend quite a lot of time learning new methods. However, without identifying and planning what are the short- and long-term outcomes, people simply look into tangible sales outcomes.

How would you explain your profession to a child?

I would explain that I am like a gardener. I first plant seeds, then nurture them with the right amount of water, correct lighting, exact amount of nutrients, etc., and observe their growth step by step. Do not expect things to happen overnight, but be patient and enjoy every phase of the growth.

What did you have to learn the hard way?

How to do business in a culture where the definition and implementation of time management are completely different. At first, it was very difficult for me to meet with a client at 11 p.m. and have a three-hour meeting about an event that would happen the next day at 9 a.m. But now I understand why people in the Middle East work like this, and it has become odd for me to have a meeting without a lunch or dinner.

What talent would you most like to have?

I always wanted to sing. I am a talker because of my work. My voice, tone, vibrations and every other aspect during any presentation or conference are essential. I believe that the voice itself is the most important element of communication. Singing is another form of using your voice in a more sophisticated way.

What movie character would you like to portray and why?

Catwoman. l believe that after so many years of experience dealing with countless local, regional and global crises in the Middle East, I have learned to jump from one place to another and try to save as much of my clients' image and reputation as I can.

What's the best reward for a job well done?

Many years back, I thought that after completing a successful project, the financial reward was the best way to be happy. However, after becoming a senior manager and managing a continent full of offices and employees, I have found that financial rewards have only a short-term effect. In my business, I don't have people who are working only for money. They want to achieve more and more and grow in the company. Recognition not only is a superb reward, it also motivates and stimulates any employee to do even better in the next project. I'm not against financial rewards, but recognition comes first.

What is your personal motto?

Stay calm no matter what the circumstances might be.