Seventy four per cent of companies in the Middle East rarely adhere to international best practices in communications, says the Finsbury GCC Corporate Communications Sentiment Survey.

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 survey revealed.

The report states that effective communications can help an organisation 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 democratisation of information worldwide.

“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,” stated Soha Nassif, regional director of PR and Communication, Concorde El Salam Hotels, Egypt.

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 1 to 3.-TradeArabia News Service