Mr Khamis Al Muqla, Chairman, Gulf Marcom Group (GMG) and Chairman, Gulf Hill & Knowlton, was invited to speak and share his industry expertise at the first Conference for PR Professionals in the Gulf held recently in Bahrain. He highlighted how PR is further building on the recent and rapid democratization of many Gulf countries and the resulting economic success by helping Gulf corporates and nations spread the word. The well-attended event was organized by the Bahrain Public Relations Association and patronized by H.E. Dr. Mohammed Abdul Ghaffar, Minister of Information. Mr Hassan Al Hassan, President of the International Public Relations Association (IPRA) Gulf Chapter, also attended as did a large number of regional PR professionals. In his opening speech, Mr Al Muqla said: “Modern public relations has become a significant tool in regional communications for organizations, corporations and brands, and also for nations and leaders. 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, Mr 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. He reviewed the usefulness of many PR techniques including media relations’ campaigns, print materials, direct communication and crisis management emphasizing that crisis management should be used proactively and routinely to counter any event that threatens the reputation of a company or brand, or has the potential for negative publicity. He added: “This era of globalization, 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.” Mr Al Muqla stressed that PR is a strategic discipline with a comprehensive tool kit at its disposal. PR practitioners should use the appropriate tools to develop objectives and plans which can be implemented, measured, evaluated and modified according to client’s needs and market conditions.