UK-based PRCA to conduct workshops open to professionals and students

Dubai, UAE; March 3, 2012: The 20^th Public Relations World Congress (PRWC), taking place for the first time in the Middle East from March 13-15 at the Grand Hyatt Dubai, will feature two workshops on evolving trends and industry best practices, hosted in partnership with UK-based Public Relations Consultants Association (PRCA).

Held under the patronage of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President & Prime Minister and Ruler of Dubai, and in partnership with the National Media Council of the UAE, the three-day Congress (www.prwcdubai.com) is organised by the International Public Relations Association – Gulf Chapter (IPRA-GC) and will present the newest insights and trends in communications.

The workshops on ‘Developing & Implementing a Digital PR Strategy’ and ‘Making a PR Campaign Happen’ will be held on March 13, 2012 from 9.30 am to 5.30 pm. The workshops will have simultaneous Arabic/English translation, and participants will receive workbooks and notes, in addition to receiving certificate from PRCA. Industry professionals and students can register for the workshops now at www.prwcdubai.com.

Steve Dunne, one of the UK’s top PR trainers and Digital PR specialist, and former Head of Corporate Communications for British Telecom, HSBC and South African Airways, will lead the workshop on ‘Digital PR Strategy.’

The workshop on ‘Campaign Effectiveness’ will be led by Adrian Wheeler, a veteran media and PR professional, who directed PR campaigns for blue-chip organisations and has more than a decade of experience in training, having delivered seminars, workshops and lectures in Europe, the US, South Africa and the Gulf region.

Built on the core theme of the Congress, ‘From the Arab Street to Wall Street, Communications in the Age of Dialogue,’ the workshops are aimed at providing Congress delegates a platform to gain new insights into best practices in the communications industry.

The workshop on ‘Developing & Implementing a Digital PR Strategy’ will feature four sessions that cover the digital landscape and audiences; getting ready for a digital presence; developing a digital strategy; and implementing & managing a digital campaign. Workshops will also guide delegates through what will work for their organisation and how to ensure that the campaign they implement is successful.

‘Making a PR Campaign Happen’ will address campaign strategy, planning, management and simulation, and is an intensive course with a great deal of practical information including tools and techniques recognised as best practices by international Public Relations practitioners. Whether they are students, middle management or senior professionals, every participant will benefit from this workshop.

The 20^th Public Relations World Congress has a line-up of over 35 speakers, who will share their views on the changing political landscape, challenges and opportunities in the Public Relations sector, the future of the media, social media trends, and Public Relations in the Middle East.

Some of the confirmed speakers at the Congress, among others, include Malaysia’s former Deputy Prime Minister and leader of the opposition People's Justice Party, Anwar Ibrahim; British public relations guru and Chairman of Chime Communications Lord Bell; former head of Al Jazeera and co-founder of the Sharq Forum, Wadah Khanfar; General Manager of Al Arabiya TV, Abdul Rahman Al-Rashed and Roger Fisk, who played a key ‘behind the scenes role’ in the election of US President Barack Obama.

Over 500 PR professionals are expected to attend the PRWC, where they will have the opportunity to participate in Master Classes and Training Workshops, creating a compelling platform for information sharing and knowledge transfer. Registration is now open at www.prwcdubai.com.

A biennial event, the last Public Relations World Congress was held in 2010 in Lima, Peru, and attended by industry representatives from 39 countries, while the 2008 Public Relations World Congress was held in Beijing, China. In both instances, the event brought significant media and industry attention to the host country, with the world's foremost communications professionals and media experts attending the sessions. The first Congress was held in Brussels, Belgium, in 1955.