The PR industry in the Middle East now valued at $100 million, is predicted to grow by 200 per cent by next year, said a top PR expert, at the ongoing PR Congress 2008 in Dubai.

Johmani, managing director of O2PR, who has over 10 years of experience in the PR industry, made the keynote presentation at the Congress, in which he  focussed on the growth and challenges of the PR industry. His presentation also covered issues in improving media and client relations.

'The PR industry is continuing to grow at an unprecedented level within the Middle East, highlighting the need for PR that is creative yet grounded in solid research,' stated Johmani.

'Generating excellent publicity is no easy task, but rather a fine art that must be evaluated on an annual basis to coincide with changes taking place within the marketplace.'

The PR Congress was held from October 11 to 16.-TradeArabia News Service