Global and regional digital leader LG Electronics held its fifth regional PR Forum for its Middle East and Africa public relations agencies in Dubai. The two-day forum focused on strategy and best practices, and highlighted LG’s emphasis on using PR to build brand credibility and crisis communications.
More than 30 delegates from PR consultancies across the region, and senior LG officials discussed strategy and best practices at LG’s regional headquarters in Dubai. PR agency representatives from the UAE, Saudi Arabia, Egypt, Jordan, Morocco, Lebanon, Turkey, Nigeria, Kenya, Algeria, South Africa, Pakistan and Tunisia attended the forum, themed ‘Building Brand Believers’.
“For any growing technology company, expanding public relations efforts on a global level is an important strategic initiative,” said Hamad Malik, Director, Marketing & Corporate Communications, LG Electronics Middle East & Africa Operations. “As we expand our operations and business efforts, we recognise the importance of targeted coordination and the implementation of global corporate communications campaigns. Effective global communications requires well thought-out and executed strategies that can be tailored for success across multiple cultures and markets. This is where regional PR Forums play a role; it helps strengthen our systems and gives us the opportunity to share information and explore new opportunities with our communications partners.”
The delegates worked together in a series of training workshops on key topics such as crisis communication, strategic planning in public relations, reputation management, corporate social responsibility and building winning relationships.
“Today’s consumer is far more sophisticated and even more sceptical of advertising messages. By using PR, we can break through that wall of scepticism. The emergence of PR as a branding tool is not so much a revolution as an evolution. Ultimately, a brand is a perception; the challenge is to motivate a significant majority of the audience being targeted to perceive a brand in a positive, desired manner,” explained Malik.
To further advance the discipline of PR in the region, LG will host another communications forum in the first half of 2006.
bout LG Electronics, Inc.
LG Electronics, Inc. (Korea Stock Exchange: 066570.KR) was established in 1958 as the pioneer in the Korean consumer electronics market. The company is a major global force in electronics and information and communications products with more than 70,000 employees working in 76 overseas subsidiaries and marketing units around the world. With annual total revenues of more than US $37.7billion (consolidated), LG Electronics conducts its business in three main areas: Digital Display & Media, Digital Appliances, and Telecommunications Equipment & Handsets.
LG Electronics’ goal is to enable the intelligent networking of digital products that will make consumers’ lives better than ever. For more information, please visit www.lge.com
