Practitioners to focus on CSR and ethics at annual IIRME PR Congress

Both topics are high on the agenda at IIR's Public Relations Congress 2007 to be held at the Jumeirah Beach Hotel from October 28 - November 1.

IIR Middle East senior conference manager Jennie Bishop says it is clear that Dubai is moving into a new phase where environmentally friendly practices are becoming an integral part of most developments.

"Companies are now realising that what they do can have both positive and negative effects on people as well as the environment and that they need to become more CSR-focused.

"PR consultancies have to remind their clients that CSR is not charity, but more about creating a better legacy for their children and grandchildren by using resources wisely and developing in a sustainable way," she said.

But one of the challenges that clients and their PR consultancies face is convincing the media that CSR is not just being used as another "sales tool".

One of the panel discussions at the Public Relations Congress 2007 is aimed at helping practitioners make a clear definition between their client's standard promotional activities and what they are doing in CSR.

PR ethics are the subject of the keynote address at the congress, with International Public Relations Association (IPRA) President Philip Sheppard to update the delegates on best ethical practices in the US and Europe.

"There is an increasing global need for trust," Jennie says, "and many of the case studies being presented at the congress will build on this theme."

IIR Middle East's Public Relations Congress 2007 has established itself as a highly strategic and informative event and is the region's premier annual conference for PR professionals. This year the event has two Gold Sponsors, Asda'a Public Relations and Cicero & Bernay.
The two-day congress will be preceded by the Cicero & Bernay - sponsored 'A Day With Alastair Campbell', and followed by two days of interactive workshops.