Theme “Invest in Your Voice” will explore how organizations can find a unique market position (“voice”) and articulate their messages with impact
Beirut – Lebanon, May 2012: The 3rd Beirut Public Relations Forum (BPRF) to be held June 21-22 at Gefinor Rotana Hotel under the patronage of H.E. Mr. Walid Daouk, Lebanon’s Minister of Information, will feature public relations guru, Lord Peter Chadlington, CEO of Huntsworth plc, the global public relations and healthcare communications company and leading PR practitioners from Lebanon and across the region. BPRF 2012 will provide a platform for the theme “Invest in Your Voice”. Launched in 2009 and held again in 2010, BPRF was originated and is organized by TRACCS, one of the largest public relations networks in the Middle East & North Africa, as part of the company’s long-term initiative to promote the profession of public relations and build an indigenous industry across the Middle East. This year’s event is taking place through the generous support of UFA Assurances, Lebanese International University (LIU) and Gefinor Rotana Hotel.
“The effective implementation of public relations can transform, build and protect the image and identity of an organization,” says Katia Yasmine, Managing Director of TRACCS Lebanon. “This is even more true in troubled times. However, in Lebanon the practice of public relations is relatively new and still widely misunderstood by both private and public sector organizations. Our aim in establishing the Beirut Public Relations Forum is to raise awareness of this powerful and cost effective communications discipline among organizations in Lebanon. This year’s theme will explore how organizations can find a unique “voice” that resonates with their audiences and helps them build their brands. This process requires will, commitment, expertise and investment but can have a transformative impact on an organization’s public and market position. The practice of public relations is not just about promoting products and services. It’s about effectively articulating and presenting a point of view that can change the way people think and behave. It is a critical path.”
As well as examining how the practice of public relations can help businesses find and build a unique voice to position their brands and stand apart from competitors, BPRF 2012 will also look at ways to strengthen the voice of Lebanon to burnish the national image. In addition, BPRF 2012 will cover various facets of the public relations discipline, and clarify the distinction between public relations and marketing and advertising and allow participants to interact with leading practitioners in the field and build their knowledge and understanding of one of the fastest growing professions in the Middle East.
Lord Chadlington will be joined by Joseph Coubat, Area Vice President for Rotana Lebanon, Qatar, Bahrain & Kuwait, Randa Bdeir, Group Head of Electronic Banking and Card Services at Bank Audi, and other leading professionals. Leading experts will be featured in panel discussions addressing the role of communications in finding a voice for three major industries: banking and finance; design and fashion; tourism and hospitality. “These industries all depend on establishing trust with their stakeholders and having a clear and resounding voice to stand out from the crowd”, adds Yasmine.
The second day of BPRF 2012 is comprised of practical workshops covering strategic issues in the field, giving participants an opportunity to exchange views and network. The workshops will address social media, corporate social responsibility, working to strategy and how to further build capacity in the profession.
“By combining local knowledge and insight with world-class best practice, practitioners can provide businesses and governments with high impact programs that hit the mark, with confidence that their messages are being delivered loud and clear,” Yasmine adds. “The aim of the BPRF 2012 is to give communications professionals the chance to raise their game and build their knowledge and capacities for their clients and for Lebanon.”
Trans-Arabian Creative Communications (TRACCS) is one of the largest public relations networks in the Middle East & North Africa, with over 200 professionals working in 14 markets from offices in Jeddah, Riyadh, Dubai, Kuwait, Doha, Muscat, Manama, Cairo, Beirut, Amman and Damascus, and affiliate offices in Tunis, Algiers, Casablanca and Tripoli. Ranked among the top 100 independent public relations consultancies in the world, 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.
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