JEDDAH, 29 November 2005 — The Public Relations Forum 2005 began at the Jeddah Hilton yesterday, with Supreme Commission for Tourism Secretary-General Prince Sultan ibn Salman emphasizing the importance of PR in various fields of activity.
“The role and importance of PR need not be overstressed. In fact, we’re using it as the main tool in focusing on and promoting tourism across the Kingdom,” the prince said in his inaugural address. He also called for increased investment in PR by the corporate sector in contributing effectively toward the society.
Jeddah Chamber of Commerce & Industry Chairman Dr. Ghassan Al-Sulaiman said PR had assumed great importance for the Kingdom in the realm of international relations. “We need to use PR to our advantage in clearing whatever misgivings countries, especially the United States and Europe, have about the Kingdom in the recent years,” he said.
Mohamed Al-Ayed, managing director of Arab Conferences Company (ARC), which has organized the two-day event, explained how industry could give service to the society through PR. “Some companies have emerged as industrial giants due to their effective use of PR,” he said and detailed the present and future status of PR in the Kingdom.
Headline Director for Saudi Arabia Feras Al-Maddah spoke on “PR today” and said the corporate sector had a special responsibility in rendering community service through sponsorships.
“Companies including Abdul Latif Jameel and Al Baik have set good examples for many others to follow through their community service programs,” he said, adding that lot of multinationals, banks and companies making initial public offering have been making profits, but only some of them have been spending on community service programs. Hospitals, especially, have been among the “most profitable organizations” and they could extend facilities free of cost to those who cannot afford, as well as orphans and children of special needs. “Blood banks and hospitals should be involved in social welfare programs in a big way on a long term basis,” Al-Maddah said and emphasized the role of PR, advertising and marketing in contributing toward the success of the Kingdom’s Saudization plan by offering training facilities.
ARC chairman Loay Nazer, Emad Al Din Adeeb, CEO of Good News 4 ME, Saudi Aramco’s Mohammed Tahlawi, and Rami Abu Ghazaleh of Al Baik Food Systems were among others who addressed the forum.
Nearly 300 experts are participating in the forum, the first of its kind in the Kingdom, which lays the foundation for a dynamic PR industry in this part of the world.
The event is part of the SCT’s strategy to develop the conferences sector, and is being held in partnership with the Gulf chapter of International PR Association, JCCI, SCT, and Saudi Creative Communication Services.
Major companies including Saudi Aramco, Al Hanoo Holding Company, Al Baik Food Systems, Savola Group, and Saudi Arabian Airlines have pledged their support to the forum. Arab News and its sister publication Al-Eqtisadiah, and Al-Tasweeq Al-Arabi are the official media sponsors.
Four interactive working sessions being held today will discuss the understanding of PR, and building PR and medical relations, and crisis management.