The Finsbury Gulf Cooperation Council (GCC) Corporate Communications Sentiment Survey states that 74% of companies in the region rarely adhere to international best practices in communications. There are some companies that communicate well but many that do not because of a lack of understanding of the value of public relations (PR).

The report states that effective communications can help an organization emerge from economic challenges ahead of the rest. There are two major factors that will shape the landscape of global public relations - the rapid development of the PR field and the democratization of information worldwide.

Addressing the issue, Soha Nassif, Regional Director of PR and Communication, Concorde El Salam Hotels, Egypt said: "The strategic role of PR for consumer brands is critical to extending the impact and credibility of advertising. It is an essential component of the marketing mix and vital in building credibility and lasting relationships. PR reaches segmented audiences while marketing public relations is one of the most cost-effective approaches to sales success."

The survey further states that sector expertise, the capability of PR professionals to act as brand advisors and local presence are key criteria for PR success. As per the report, some agencies have a long way to go in terms of competency, efficiency and sector

knowledge. However, the dividing line between good and bad is usually drawn by the
adherence or not to international best practices.

These issues will be discussed at the Total Marketing Summit, to be held in Dubai from November 1st to 3rd, 2010. Public Relations, which is one of the five verticals of marketing, will be discussed and debated by eminent speakers that include J C Butler, Co-Founder and El Capitan, Dubizzle, Yasser Al Kharobi, Head of Corporate Marketing, Rotana Media Group, Ahmed Nassef, Vice President and Managing Director Middle East, Yahoo! Middle East and Isam Bayazidi, Chief Executive Officer at Ikoo among others. Held over three days, the summit boasts over 35 speakers from the five disciplines and six interactive workshops.