The public relations industry is growing fast on the back of the rapid democratisation and economic growth of many Gulf countries, industry experts were told.

'Modern public relations has become a significant tool in regional communications for organisations, corporations and brands and also for nations and leaders,' Khamis Al Muqla, chairman of both the Gulf Marcom Group (GMG) and Gulf Hill & Knowlton, told delegates at the first Gulf Conference for PR Professionals.

'Freer, more democratic societies have a far greater need of expert communication and PR professionals must rise to the challenge. They must take the opportunity to use PR to promote client and country alike by working with corporate and government bodies to further boost reputations and economic growth.'

During his address, Al Muqla talked about the three dimensions of PR - namely extended communication reach, brand enhancement and brand protection - saying that PR can enhance a brand by positively influencing perceptions of a company, product or service in the minds of stakeholders and the public.

'This era of globalisation, democracy and more open political and economic conditions is accompanied by an ever-wider communications network in terms of media channels, many of which allow instantaneous communication. It is therefore more important today for PR practitioners to use all available means of promoting clients and - indirectly - the regional economy, ' he said.

The well-attended event was organised by the Bahrain Public Relations Association and patronised by Information Minister Dr Mohammed Abdul Ghaffar.

International Public Relations Association (IPRA) Gulf Chapter president Hassan Al Hassan and a large number of regional PR professionals attended. TradeArabia News Service