Dubai, Asharq Al-Awsat- An increasingly competitive market environment and a search for powerful public communication and marketing vehicles are driving greater corporate awareness in the Middle East about the important role that Public Relations plays in projecting a favourable brand image and building consumer trust.
With a growing number of regional businesses integrating PR into their corporate strategy, the total value of the Middle East PR industry has crossed USD 25 million per annum, according to the Middle East Public Relations Association (MEPRA). Analysts expect the industry to receive a further boost with the upcoming Middle East PR Congress.
“There is more realisation today that a strong news story placed in a prominent publication could actually have more impact than an advertising campaign,” said Jennie Bishop, Conference Manager, IIR. “Moreover, the concept of Public Relations has broadened its definition to encompass a whole lot more than its conventional role of media relations. PR is now considered the key to ensuring healthy relations with investors, government and the community and has evolved into an essential crisis management tool, with an impact powerful enough to positively influence overall business performance.”
The Middle East PR Congress will be held from September 17 to 20, 2006 at the JW Marriott Hotel in Dubai, and is organised by IIR Middle East in association with the Middle East Public Relations Association (MEPRA).
“In a way, the PR Congress celebrates the coming of age of the region’s PR industry. At the same time, it will act as a facilitator of ideas and promoter of best practices that will help the regional PR sector to continue its strong growth and move to the next level. The event brings together leading regional PR practitioners and renowned international experts on a single platform, where they will discuss and debate PR trends and strategies while taking into account the unique regional dynamics,” Bishop concluded.