One of the highlights of the International Public Relations Conference, held in Cairo on October 10 was a presentation by President and CEO of Trans-Arabian CreativeCommunications Services (TRACCS) Mohamed Al-Ayed, which profiled the Agency’s implementation of the first anti-trademark counterfeiting campaign to be launched in the Middle East, which was short-listed for the IABC Gold Quill Awards and commended for excellence at the IPRA Golden World Awards in 2002
In his presentation before an audience of public relations professionals from many countries, Al-Ayed said, “Communicating the right message at the right time to the right audience and in keeping with local customs and sensitivities is fundamental to an effective public relations program. The success of any public relations campaign hinges combining a deep understanding of and empathy with the culture, language and society with practices of the highest standards and ethics. Public relations in the Middle East must become an indigenous business in order to thrive. Our aim from the outset has been to build local talent in every market we operate in. We’re doing this in Egypt, in Saudi Arabia and in the UAE. We believe that this will have a positive impact on the success of the industry in the years to come.”
The International Public Relations Conference, which was held at the Conrad Hotel in Cairo, drew more than 200 delegates from 40 countries and featured presentations and workshops addressing major issues facing the PR industry worldwide. The conference also addressed NGO corporate partnership, public relations and the economy-restoring confidence, using measurement to lead to effective PR strategy, crisis management and media transparency, and e-communications and global partnership between PR and investor relations. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
