JEDDAH – The 4th Public Relations Forum under the theme “Brilliance” will kick off in Jeddah tomorrow (March 5), in collaboration with the International Public Relations Association Gulf Branch (IPRA-GC). Organized by Arab Conferences Company (ARC), the event will be attended by public relations professionals and industry experts and practitioners. A highlight of this year's Forum is the outcome of the PR Survey which targeted 50 leading organizations from the Kingdom on key criteria that define the industry – where it is and where it should be heading. Mohamed Al Ayed, TRACCS CEO and head of the organizing committee, said “this event stems from our ongoing commitment to develop the public relations industry and promote its practices in Saudi Arabia and the region. After building the foundation with the three previous forums, we are continuing to support this pivotal industry promoting best practices and enhancing the skills of PR practitioners to be able to take this industry onwards and forward.” Faisal Al Zahrani, President of the IPRA-GC, said “through this participation, we aim to arrive at a mutual vision between the public and private sectors to develop the profession of public relations and to ensure the activation of its key and vital role in the Kingdom's economic growth and development. Taking this further, we intend to discuss how to increase awareness of the importance of public relations in the region through the use of modern and innovative techniques.” “The 4th Public Relations Forum is built on a new platform that is different from the agendas of the previous forums,” Al Ayed said. “This year our objective is to deepen the concept of public relations and demonstrate its importance in various business sectors to the target audience.” — SG
