JEDDAH — At least two-thirds of public relations professionals believe PR is a key industry in the Kingdom, according to a survey conducted as part of the 4th Public Relations Forum in Jeddah on Tuesday. TRACCS (Tran-Arabian Creative Communications) conducted the survey among 50 public relations experts from a range of sectors to assess the current status and future direction of the public relations industry in Saudi Arabia. Over 90 percent of the participants have a public relations department within their organizations. Nineteen percent believed PR is a pivotal industry and 13 percent considered it to be seasonal. The survey indicates that the PR industry is already in the development phase but needed further improvements. In addition, 95 percent of respondents proposed the necessity of making PR a pivotal industry that dictates companies' actions, while 100 percent supported an increase in the number of workshops to achieve further improvements to the industry. Responding to the question of how to implement the development process, half of the participants said the PR industry needed to develop a clear direction in order to ensure effective progress, while 60 percent suggested developing a scientific methodology. Participants suggested that both strategies should be implemented using innovative ideas in order to take the industry to the desired maturity level. Commenting on the survey, Mohamed Al Ayed, CEO of TRACCS and head of the forum's organizing committee, said: “The high number of participants in this survey reflects the growing importance of the public relations industry as a key part of the Kingdom's economic and social development and the results indicate that we are on the right track to advancing the successful practice of PR in Saudi Arabia and the region by promoting best practices and enhancing the skills of the talented PR practitioners who will shape the future of this industry.” Addressing the participants, Faisal Al-Zahrani, President of the IPRA-GC, said, “We are proud to participate as a strategic partner in the organization of this event which will bring together experts and decision-makers to discuss the present and the future of public relations in the Kingdom.” In his speech on the IPRA code of conduct, Al-Zahrani stressed the importance of ethical practices and people skills to further develop the industry across the region. “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. “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.” In the forum's first session “Brilliance on the Top of the Pyramid”, Dr. Fouad Merdad, deputy executive director of the Scientific Waqf at King Abdulaziz University, underscored the importance of ethics and values within the organization to advance the role of communications by creating a strong foundation for interactivity and engagement. Merdad also said public relations directly impacts performance, meaning a strong communications program will result in strong employee performance and engagement. Samir Nawar, Petromin CEO, said public relations have become an integral part and function of any organization. He said: “We have realized this early on and understand the value and benefit this industry provides to our organization. “We have an open door policy which has helped create a more loyal and engaged workforce, incentivizing performance and activating our internal communications programs.” Dr. Abdulaziz Magoshi, deputy general manager of the Prince Sultan Foundation, underscored the importance of maintaining quality saying public relations is the future for individuals and society. “The PR people must be in the driver's seat, but the challenge is to do it the right way.” Magoshi added that one of the most important elements is managing the reputation of the organization and understanding the organization's clientele. The third session, “Advertising, Marketing, Public Relations: Competition or Integration,” featured three experts including Khaled Tash, chief marketing and sales officer at Knowledge Economic City (KEC); Khaled Al-Jarallah, PR consultant and adviser; and Kaswara Al-Khatib, creative chairman of Full Stop Advertising. The session was moderated by Sultan Al-Malik. Most of the participants agreed that the three disciplines must complement each other and work together hand in hand. The forum also featured three workshops on new media, building strategy, and returning to the basics of public relations. This year's PR forum was supported by Max Media Company and targeted managers, CEOs, chairmen, directors of public relations in the government and the private sector, especially advertising companies, government officials, government institutions, customer service managers and officials, and also academics.
