Jun 15 2014
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Public relations in MENA is mature and able to take on the challenge of innovation says global expert
Experts from Etisalat, TDIC and Gulf Craft convene at roundtable organized by TRACCS and
The Holmes Report to discuss transformation of the regional communications industry
Communications experts and senior executives from leading Middle Eastern companies including Etisalat, Tourism Development & Investment Company ( TDIC ) and Gulf Craft convened at the roundtable entitled "Transformation: The Communications Industry in the MENA Region Today", jointly organized by TRACCS, the largest home-grown public relations network in the region, and The Holmes Report, a global authority on the PR industry.
The in-depth discussion was moderated by Paul Holmes, Founder of the Holmes Group, with the participation of Dr. Ahmed Bin Ali, Senior Vice President Corporate Communications and Official Spokesperson of Etisalat Group; Bassem Terkawi, Senior Director of Strategic Communications at TDIC ; Erwin Bamps, Chief Operating Officer at Gulf Craft; and Mohamed Al Ayed, President and Chief Executive Officer at TRACCS. The roundtable focused on key issues affecting the growth and sustainability of the public relations industry in the MENA region's rapidly evolving business and cultural environment.
There was widespread agreement that more effective metrics to assess performance outcomes and impact were needed notwithstanding a weak will in the industry to introduce effective reporting parameters.
With regards to the question of how being geographically headquartered in the Middle East affects a company's global messaging and perception, Bassem Terkawi said that for a company like TDIC being tasked with developing internationally-recognized museums such as the Louvre and Guggenheim in Abu Dhabi, the UAE's position on a global stage has definitely helped accelerate communications but it has also put all efforts under intense global scrutiny. All the participants agreed that internationally there was a significant distinction between being a "Middle East" brand and a "UAE brand" and that an association with the UAE came with the expectation of surprising and over-delivering on all promises made.
"The 'Transformation' expert roundtable is one of several key initiatives undertaken by TRACCS to develop the communications industry in the MENA region, and the first of its kind to be organized in the UAE following PR Forums organized by TRACCS in Saudi Arabia, Kuwait, Oman, and Lebanon," said Mohamed Al Ayed, TRACCS President and Chief Executive Officer. "Over the past 16 years we have been committed to building local talent in each of the 13 markets in which we operate. Today, the TRACCS team consists of more than 200 dedicated PR professionals with an 85% Arab workforce. Training and equipping Arab PR professionals with the tools they need to function in a globally-competitive industry is one of our primary focus areas and also one of our biggest competitive advantages in a rapidly maturing industry."
For further insights from the "Transformation: The Communications Industry in the MENA Region Today" roundtable please refer to the extended release available here http://www.traccs.net/News/transformationen/
TRACCS is the largest home-grown public relations network in the Middle East & North Africa, with more than 200 professionals working in 13 markets from offices in Jeddah, Riyadh, Dubai, Kuwait, Doha, Muscat, Manama, Cairo, Beirut, Amman, and Damascus, with affiliate offices in Tunis, Algiers and Casablanca. The only Middle East public relations company ranked among the top 250 public relations consultancies in the world by the influential Holmes Report Global Rankings, TRACCS is a multiple award-winning practice offering a full range of sophisticated services to government, corporate and multinational clients. Founded with the goal of building an indigenous Arab public relations industry in the Middle East and North Africa, TRACCS is the only public relations practice with the sustained commitment to nurturing the talents of young communicators across the MENA region.
For more information:
Tel: +9714 3672530
TRACCS 24/7 Media Hotline: +97150 9448389
© Press Release 2014
© Copyright Zawya. All Rights Reserved.
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