Leading PR Agencies & Electronics giant aim to raise PR industry standards through ME PR Congress in Dubai

ASDA'A Public Relations and Trans-Arabian Creative Communications Services, two of the region's leading public relations companies, and the global electronics giant, LG Electronics, one of the most dynamic corporate practitioners of public relations in the region, have signed on as sponsors for what has been described as the premier public relations conference in the Middle East.

According to Jennie Bishop, IIR's Conference Director for the Public Relations Congress,

"Our aim in organising the PR Congress in Dubai this year has been to tackle a wide range of professional issues that are particular to the public relations industry here in the region. We are fortunate to have the backing of three powerful organisations that have made significant contributions to the development of the practice of public relations in the Middle East."

Both ASDA'A and TRACCS are regional Arab brands that have led the way in taking the industry away from its traditional media relations focus by introducing a range of sophisticated practice areas to the region, including change management, issues management, training, crisis communications and corporate social responsibility. According to Bishop, "We see that the diversification of the public relations industry is the way forward and this can only happen through awareness, training and the transfer of applied skills. This is what the PR Congress is about and both ASDA'A and TRACCS embody this approach."

Bishop also lauds the role of LG Electronics in "really integrating the use of public relations into the communications mix. LG transformed the way electronics companies in the region approached brand-building activities by launching coherent, sustained and consistently creative communications programs. LG has been a great supporter of public relations in the region and we're very lucky to have this global giant as a key sponsor."

ASDA'A, the largest public relations company in the Middle East, with 10 wholly-owned offices and 170 employees serving over 100 clients, is lead sponsor for the event.

Sunil John, Managing Director of ASDA'A, said, "We are delighted to be lead sponsors of the ME PR Congress, an event that signifies the coming of age of the PR industry in the region. This is in line with our previous initiatives such as the Speak-Up Conference of 2004, aimed at fostering cooperation and dialogue within the industry. The impressive set of speakers and participants at the event indicates that the global PR community has recognised the growth and maturity of our industry. ASDA'A sees its role at the forefront of regional PR excellence strengthened by helping to bring global PR thought leaders to the region," he added.

At the conference, Allan Biggar, CEO of London - International Insights an ASDA'A/Edelman affiliate will be providing the Key Note address on Sunday 11th December.

LG Electronics, a major global force in electronics with 64,000 employees working in 76 overseas subsidiaries and a powerful and growing presence in the region, has signed on as Silver sponsor. Hamad Malik, Director of Marketing and Corporate Communications, LG Electronics, Middle East and Africa operations said: "LG is proud to be a key sponsor of this significant event. At LG, we believe communications help build brand believers. We experienced this when we underwent our re-branding exercise in 1997. Every brand is part of an ecosystem that includes employees, customers and the greater community. You have to decide how the brand will contribute to the greater good, and be realistic, even while maintaining your enthusiasm
to be a global brand, we need to constantly communicate with all the stakeholders. "

"PR is evolving in the Middle East and has been actively adopted as a key marketing communications tool in the region. Osmosis between regional and international PR experts is the need of the hour and forums like these not only raise awareness about PR as a tool but also provide a platform where PR practitioners can share best practices and enhance their skills," added Malik.

At the conference Malik will provide a key case study on the strategic role of PR in credibility and reputation management.

Trans-Arabian Creative Communications Services (TRACCS), one of the fastest-growing and widest-reaching public relations practices, with 100 employees serving 17 markets in the Middle East, Africa and Asia is official media sponsor for the Congress. "We are committed to building a local public relations industry in the region," said TRACCS President and CEO Mohamed Al Ayed, "and this means that we must phase out the practice of importing professionals from more developed markets and begin transferring skills in earnest to local practitioners. We believe that events like the PR Congress are critical to this process. We leapt at the chance of supporting this important professional gathering for our region." Al Ayed, Saudi Arabia's leading PR practitioner, will be a featured speaker at the conference, addressing ways of raising standards of best practice in the Middle East.