That was the message on July 26, in a series of addresses to a gathering of Dubai-based Indian entrepreneurs.
Members of The Indus Entrepreneurs (TiE), a not-for-profit organization that promotes entrepreneurship and wealth creation, attended the event. The theme of the evening was "The value of PR in today's competitive world," an issue of crucial importance to this group of independent businesspeople operating in Dubai's fast-changing environment.
The core of the evening's activities included presentations by Sunil John, Partner and Managing Director at ASDA'A Public Relations; and Samit Bhatta, General Manager, Sales and Marketing, Damas Jewellery. The two presentations were followed by a lively Q&A session, in which TiE members posed hard questions about the value of PR and the best means to communicate with customers and clients in an age characterized by what John called "continuous partial attention."
"The world has changed," argued John, who insisted that globalization, including technological change and corporate and government scandals, has brought with it an erosion of public trust in traditional institutions. "Openness, dialogue, credibility and transparency are therefore now all keys to effective communication," he told the audience. "In the new global village, building trust is what matters most to any brand - whether it's corporate or governmental. That's why building bonds of trust is what PR is all about."
In a multimedia presentation that brought these values to life, Damas's Bhatta examined how the global diamond industry has used PR, rather than advertising, to connect with consumers on a personal, emotional level. From Marilyn Monroe cooing that "Diamonds are a girl's best friend," to James Bond saving the world in Diamonds are Forever, to Nancy Ajram flaunting a dazzling diamond anklet in the region's fashion pages, Bhatta revealed how his industry has driven its core brand values - and corporate profits.
Echoing John's earlier statements, Bhatta said that "connecting with customers and their values - most of all, earning their trust - is what Public Relations is all about at Damas."
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Dubai-based entrepreneurs examine the value of public relations in a changing world
- United Arab Emirates: Monday, July 31 - 2006 at 16:24
- PRESS RELEASE
In this ever-more competitive age, when events anywhere have an impact everywhere, building lasting, trusted brands has never been more challenging.
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Notes and media contacts
About The Indus Entrepreneurs (TiE):A not-for -profit organization focused on entrepreneurship and wealth creation, TiE has currently close to 1,000 Charter Members worldwide. TiE Charter Membership consists of successful individuals from the Indus region, those interested in the Indus region and those who have achieved success in their professions and are now ready to engage in helping others as mentors and advisors. Launched in Silicon Valley, TiE has expanded to 42 chapters across the globe.
With Dubai's strategic position in the transit route between India and the US, TiE Dubai can truly develop into a melting pot of the expertise and entrepreneurship that has thrived and grown to great proportions in the US. The talent and resource pool from the Indus region, the business acumen and the ability to convert opportunities to success have been developed to a fine art by the Dubai business community. TiE Dubai aims to be a catalyst in this process.
For further information:
Latha Ajitkumar
Dubai, United Arab Emirates
P: +971 4 391 3517
F: +971 4 391 8668
About Damas Jewellery LLC:
Established in 1907, UAE-based Damas Jewellery has expanded into an international fashion jewellery network. Today, Damas has 250 outlets located in the UAE, Lebanon, Qatar, Jordan, the Maldives, Bahrain, Kuwait, India, Libya, Saudi Arabia, Egypt, Oman, Italy and the US. Damas houses an array of more than 50 international jewellery brands, such as Carrera Y Carrera, Laurentia, Baraka, Mikimoto, Fope, Faberge, Pomellato, Roberto Coin, Scavia, and Utopia. Some of the recently acquired diamond brands include Heidi Klum, Balocchi Preziosi, Moubossin, Daniel K, Paspaley and Escada. Damas also houses some of the most distinguished watch brands, such as Chanel, Chaumet, Bell & Ross, Omega and many more.
Known for quality and design, Damas has an in-house team who have come up with exclusive range of gold and diamond jewellery brands like Farfasha, Farasha, Boudoor, Dibla, Romance, Solitaire, Harmony and Legacy. Damas has won many prestigious awards, including the De Beers Award 2000 for jewellery design, as well as accolades at the International Jewellery Competition organized by DTC in 2004, Gulf Marketing Review Awards in 2005 and the Tahitian Pearl Trophy 2006 in the Pendants category.
For further information:
Lisa George
ASDA'A Public Relations
Dubai, United Arab Emirates
P: +971 4 335 5969
F: +971 4 335 6080
About ASDA'A Public Relations:
Established in 1992, ASDA'A is the region's largest public relations consultancy, with over 170 professionals in 12 offices across the region. With these resources, the company is able to provide a full regional service covering the Middle East and North Africa. Recently named by Campaign Middle East as the "PR Agency of the Year," ASDA'A prides itself on its innovative approach to client servicing and its commitment to quality and result-oriented communications.
Aligned globally with Edelman, the world's largest independent public relations agency, ASDA'A provides communications solutions through a deep-rooted philosophy of perception management. The firm's services include PR, internal communications, crises and issues management, media training, corporate advertising, print and web publishing, media monitoring and analysis, event management and internal communications.
For further information:
Suzanne Samaan
ASDA'A Public Relations
Dubai, United Arab Emirates
P: +971 4 3344550
F: +971 4 3344556
Posted by Janeta Novakovic, Assistant News EditorMonday, July 31 - 2006 at 16:24 UAE local time (GMT+4)
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This article was updated on Thu Aug 17 2006.
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