Top U.S. public relations firms set to exploit growth potential of Mid East PR industry

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The booming petro-dollar economies of the Middle East, which continue to dominate business news headlines in the U.S, have created a growing need for top-level PR consultation afforded by major American PR agencies.

'It is becoming more and more common for PR executives to be instrumental in the development of U.S business practices and policies. In recent months we have been invited to speak in several foreign venues, so we at the Public Relations Society of America (PRSA) are particularly delighted to see prominent PR firms take on the responsibility of sharing their expertise, especially during these changing times in the Middle East', said Del Galloway, President and CEO, Public Relations Society Of America (PRSA).

Mr. Galloway's comments came during the PRSA's recent annual conference at the Hilton Hotel and Convention Centre, in Manhattan's, Avenue of the Americas, in the heart of New York's media district. Amongst the speakers at the star- studded event were property tycoon Donald Trump and CNN chat show legend Larry King. Attended by over 4,500 PR practitioners, this is the largest industry gathering of its kind in the world.

'We were very impressed with the professionalism of the IPRA Dubai delegation, their participation here showed their determination and confidence in the success of their event in Dubai due to the buoyancy of the PR industry throughout the Middle East. In my capacity as President, the PRSA echoes that confidence and I expect IPRA Dubai 2004 to be a complete success', he added.

Under the patronage of HH General Sheikh Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and UAE Defence Minister, Dubai will host the annual event for the first time in the Arabian Gulf from the 12th to the 15th December 2004 at the Emirates Towers Hotel. More than 35 top international industry experts will address up to 400 delegates from over 28 countries, from as far a field as Australia, UK, Russia, Zimbabwe, Sweden, USA, UK and Singapore.

'The success of our participation at the PRSA's annual conference in New York, demonstrated how Dubai has become the Middle East PR hub and emphasised how U.S. based PR companies could benefit from the boom in the regional PR industry', said Steven Jones, Director IPRA Conference 2004, who headed up the IPRA Dubai delegation to New York.

'Many U.S. agencies have expressed an interest to learn more about the PR industry in the Middle East, and were keen to better understand cultural differences and to explore business opportunities throughout the region. They were considering the possibility of opening branch offices or sourcing affiliations with established regional independent PR agencies', added Jones.

Dubai in particular has gained international industry recognition for enterprises such as Dubai Media City and it was pleasing to find U.S. PR industry heavyweights such as Edelman, Fleishman-Hillard, Manning, Selvage & Lee, Burson-Marsteller, Weber Shandwick and Hill & Knowlton were not only aware of this, but have already capitalised on the region's potential. Many others were considering following suit, using Dubai as their regional base and therefore they found it highly appropriate that Dubai should be hosting the most important PR industry event ever held in the Arabian Gulf' he concluded.

The IPRA Annual Conference Dubai 2004 is supported by Dubai Ports, Customs and Free Zone Corporation (PCFC), Dubai Convention Bureau (DCB) and the Dubai Department of Tourism and Commerce Marketing (DTCM).