Communication is playing an increasingly critical role for governments, businesses and civil society, she said at the opening of the 20th Public Relations World Congress (PRWC) in Dubai yesterday. Over 450 professionals from various countries are attending the three-day event that opened at the Grand Hyatt Dubai.
Abdullah S. Jum'ah, former president and CEO of Saudi Aramco, said that PR practitioners wielded tremendous power but with that power came significant responsibilities.
"Talk of a 'moral code' for corporate communication professionals may sound old-fashioned to some, but I would argue that ethics is the cornerstone of PR," Jum'ah said. "Consistent ethical behavior is indeed the single most important hallmark of a successful PR professional."
Speakers at the Congress include Malaysia's former Deputy Prime Minister and leader of the opposition People's Justice Party, Anwar Ibrahim; Al Arabiya TV General Manager Abdul Rahman Al-Rashed and Mark Kimmitt, former assistant secretary, Bureau of Political-Military Affairs, US Government. James Bellini was the moderator.
Debating on 'Changing Political Landscape - What next?' the panelists stressed the importance of social media like Facebook, Twitter and YouTube. "Social media can change the society. The protest of a disgruntled fruit vendor in rural Tunisia became a mass movement just because of the influence of social media, pointed out Tarik Yousef, chief executive officer, Silatech Qatar.
Social media played a vital role in Libya's revolution, the activists set the time, date and other actions through social media only," he added. "They used it to galvanize, mobilize and energize the public."
Rami Khouri, director, Issam Fares Institute for Public Policy and International Affairs, American University of Beirut, stressed the importance of the public or patriots who used social media tools to change the political landscape of their countries. "We should also talk about Mahmoud, Ahmed or X Y Z... who used these tools to change the scenario" Khouri added.
To explain the significance of social media in the current scenario, Anwar Ibrahim said he is using YouTube, Facebook and Twitter to address millions of his people as he is not getting a chance on his country's national media. "Since I am opposition leader, I don't get a chance in national media, but I can address the society through YouTube" he said.
Lord Tim Bell, chairman of Chime Communications (Bell Pottinger), made the keynote address on the second panel discussion titled 'Public Relations in an Age of Dialogue: Challenges & Opportunities."
The International Public Relations Association-Gulf Chapter (IPRA-GC) has organized the congress, which ends today.
