"This conference represents a signal opportunity for communication professionals to discuss and debate the ways in which governments and businesses can respond to the unprecedented challenges to the status quo," he added while moderating a session at the two-day International Public Relations Association Gulf Chapter (IPRA-GC) Conference that concluded at the Yas Hotel in Abu Dhabi on Thursday.
A number of regional and international communications professionals and media representatives attended the event. The conference discussed topics like reputation management, next practices in PR, the love-hate relationship between media and the PR industry, the role of communications in addressing issues relating to family businesses, importance of the Gulf in global public affairs and the power of communications in the digital age.
The session on "Understanding of the love-hate relationship between PR and Media" discussed various angles of PR, journalism and communication. The forum checked how the longstanding love-hate relationship of the two communication channels be better addressed.
Khaled Almaeena, editor in chief of Arab News, Portsmouth Group managing partner Eileen Wallis, National daily's senior business correspondent Frank Kane and BPG Public Relations head Ayman Faisal Al-Saleh took part in a panel discussion moderated by Tim Sebastian.
Almaeena said that he has experience on both sides (PR and journalism) and tasted its bitterness and sweetness. He elaborated how PR and journalism go together and examined their positive and negative sides with examples. He said that Saudi media is more aware about press releases and journalists always keep a safe distance from routine PR stuff.
He added that sometimes PR companies create headache for publishers by pushing their stuff through their "man" on the desk. Advertisement agencies often complain that press releases always reduce the possibility of advertisement income. However, Almaeena agreed with other panelists that press releases are a major source of information. Almaeena said even some PR companies have been bribing some editorial staff to get their stuff published so these companies can save thousands of dollars from their advertisement budget. Some journalists are even on the pay role of PR companies, he cautioned.
The session on "Next practices in PR; the big leap to a new future", became a hot debate led by Nabil Ahmed Baashan, Saudi Aramco Affairs manager. The session discussed how governments and businesses could best communicate with their stakeholders and earn their trust in an age of global disbelief.
Mohammed Al-Ayed, founder and CEO of TRACCS, Saudi Arabia, Ashraf Zeitoon, director of corporate communications and research, Aramex International UAE, and Edelman International's UAE General Manager Iain Twine were the other panelists in the session.
Ayed explained the current scenario of the PR industry and explained how the changes should be taking place. He also pointed out the changes that happened during the last two years, especially during the world economic downturn. He indicated that several PR agencies have vanished from the region during the (economic) downturn. "Only agencies with a professional set up exist now," he added.
While discussing the trends in reputation management the panel checked whether the government and businesses aligned to address the new realities, especially in the age of instant communication and social media. The session, which was addressed by Mishal Kanoo, deputy chairman of the Kanoo group, Richard Linning, IPRA Global president, UK; Sunil John, founder and CEO of ASDA Burson-Marsteller and vice president of IPRA-GC, UAE, and Muhammad A. Tahlawi, senior PR consultant and former PR manager Saudi Aramco, also discussed the far reaching implications of the current regional unrest.
"Gulf companies are well aware of the power of a good reputation. In fact, through practices such as "name lending", many businesses used to get by on reputation alone. With some of those reputations now permanently tarnished, businesses need to wake up to the fact that a name alone isn't enough. A good reputation now depends on proper corporate governance and transparent communications," said Mishal Kanoo.
Opening the conference, Faisal Al-Zahrani, president of IPRA-GC, said: "As communicators, the issues we discuss here today are of vital importance to our clients, including businesses and governments. Indeed, the role of communication itself has never been more critical. The way we communicate on behalf of our clients will shape their future - and ours."
The session on family business discussed how family businesses address the challenges in the new economic order and how seamless is the transition in the management style and functioning from the old generation to the new.
Abdulla Al-Zamil, chairman of Zamil Industrial Investment and Zamil Group holding company in Saudi Arabia, Abdullah Al-Majdouie, president of Al-Majdouie group of companies, Sultan Al-Baize, chief executive officer, Attariq communications were the panelists. The session was moderated by Etedal Al-Ayyar, managing director of Way communications.
"The 2011 IPRA-GC Conference represents a unique opportunity for regional public relations consultants, in-house communications professionals, business leaders and the media to better understand each other by engaging in a sustained dialogue about the challenges we face and opportunities we must seize," said Nasser Al-Jessmi, vice president of the UAE Chapter of IPRA-GC.
