The 3rd Beirut Public Relations Forum (BPRF), to be held on June 21-22, will focus on motivating change through communication.

The event, at Gefinor Rotana Hotel, is being under the patronage of Walid Daouk, Lebanon’s Minister of Information and feature public relations guru Lord Peter Chadlington, CEO of Huntsworth, 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 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 organisation,” said Majdi Al Ayed, TRACCS vice-president – Network Affairs. “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,” Al Ayed said. – TradeArabia News Service