LG focuses on brand communications to drive regional growth

The two-day forum focused on strategy and best practices, and highlighted LG's emphasis on using PR to build brand credibility.

More than 60 delegates from PR consultancies across the region, and senior LG officials discussed strategy and best practices at Cairo's Conrad Hilton hotel. PR agency representatives from the UAE, Saudi Arabia, Egypt, Jordan, Morocco, Nigeria, Kenya, Algeria, South Africa, Pakistan and Tunisia attended the forum, themed 'Dream, Dare, Do'.

"For any growing technology company, expanding public relations efforts on a global level is an important strategic initiative," said Hamad Malik, Senior Regional Manager, Marketing & Corporate Communications, LG Electronics Middle East & Africa Operations. "As we expand our operations and business efforts, we recognise the importance of targeted coordination and the implementation of global corporate communications campaigns. Effective global communications requires well thought-out and executed strategies that can be tailored for success across multiple cultures and markets. This is where regional PR Forums play a role; it helps strengthen our systems and gives us the opportunity to share information and explore new opportunities with our communications partners."

The delegates worked together in a series of training workshops on key topics such as strategic planning in public relations, reputation management, corporate social responsibility and building winning relationships.

"Today's consumer is far more sophisticated and even more sceptical of advertising messages. By using PR, we can break through that wall of scepticism. The emergence of PR as a branding tool is not so much a revolution as an evolution. Ultimately, a brand is a perception; the challenge is to motivate a significant majority of the audience being targeted to perceive a brand in a positive, desired manner," explained Malik.

To further advance the discipline of PR in the region, LG will host another communications forum in the second half of the year.