The communications industry has grown exponentially in the region throughout the last decade, with advertising spend increasing from $6m (Dhs22m) in 1990 to $280m (Dhs1bn) in 2010; and public relations spend increasing from $47m (Dhs172m) to $1.1bn (Dhs4bn), the Corporate Communications Conference, now in its fifth year, will be highlighting significant topics such as online communications, the impact of social media, establishing a strategic communications function and crisis communications. The main conference is taking place today and tomorrow and will close on Thursday with an online communications workshop.

 

Advances in technology have established new mediums of communications. Tablets, smart phones and the ever-evolving social media platforms have given the communications industry a new face. A recent Deloitte report states: 70-80% of Fortune 500 companies will support at least one tablet variant for some portion of their work force. This demonstrates accessibility of information anywhere and reinforces the need for prompt communication.

"Speed is of the essence in modern communications. This has given rise to a 'nano second culture' for most enterprises. However, speed of communications should be coupled with accuracy and transparency, the failure of which can be detrimental to a company in many ways," asserts Donald Steel, Chief Communications Adviser, BBC UK and speaker at the Corporate Communications Conference 2011.

 

Social networks represent communications in the 'nano second culture'. As the Deloitte report states: In 2011, social networks are likely to globally surpass the breathtaking milestone of one billion unique members. They may also deliver over two trillion advertisements.

 

Steel is of the opinion that with the growth and significance of social media, organiza-tions need to adopt the new evolving medium. "Social networks are huge. However, many company CEOs want to see return on investment (ROI) through these mediums. The ROI and impact on a business for social media can be tracked through innovative tools such as unique impressions, clicks, fans, page views among others."

 

The Corporate Communications Conference held from February 27th - March 3rd, 2011 in Dubai will highlight issues such as online communications, the impact of social media, establishing a strategic communications function and crisis communications. The Conference now in its fifth year is being held at the Mövenpick Hotel JBR. The repositioned and revamped conference will feature leading corporate communications practitioners sharing techniques that have worked for them through real life case studies. The main conference is taking place today and tomorrow and will close on Thursday with an online communications workshop.