The Fourth Arab International Public Relations Conference “Communication Strategies for Country Branding”
17 – 18 December 2017Fairmont Towers Hotel, Heliopolis, Cairo – Egypt
www.arado.org/pr2017
/aradopr
Arab Administrative DevelopmentOrganization - ARADO
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Conference’s mission:The mission of the Arab International Public Relations (PR) Conference is to promote the concept of public relations’ importance, highlight successful experiences in the field of PR and to present best practices as well as successful Arab and international experiences.
The conference seeks to create international networks between qualified participants and practitioners through effective global partnerships.
Conference overview:The Arab Administrative Development Organization (ARADO) continues to support and develop public relations and communication systems in the Arab region through organizing the fourth Arab Public Relations Conference, during which ARADO will highlight success stories and present the most significant Arab and international practices in the field of public Relations.
Having raised the issue of “Dialogue Transparency and the Future of International PR” in the first conference held in Sharm El Sheikh in 2013, ARADO continued focusing on the theme of “Dialogue Management through Cultural Diversity in the World“, during the second conference held in Vienna in 2014, followed by highlighting “The New Horizons of Communication in a Changing Arab World” in the third conference in Cairo 2016.
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About the fourth conference:This conference aims to demonstrate and visualize how effective state-of-the-art communications can be devised as a genuine source of creation and communication of world-class country branding for competitiveness and welfare of nations.
The main debate will be who champions the communication strategies, stereotyping of countries, the impact of crises on country’s brand and most importantly, the future of communication in a changing world.
The conference will also present success stories and highlight examples of best practices from the region as well as global case studies.
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The fourth conference aims to: 1. Highlight the relationship between the country’s
image and communication.2. Help governments in reforming bodies
responsible for country branding.3. Define the difference between country branding,
image and reputation,4. Introduce best practices in country’s branding.5. Is PR becoming “traditional” or it has developed
itself to suit the new trends and still PR is best communication platform?
6. Define the role of modern PR and how it can affects “Country Branding”.
7. Present state of the art models in communication.
Main themes:• “Where to go” for country branding – horizons
and frontiers.• The future of communication strategies for
country branding.
Subthemes:1- Why brand a country?
Country branding can be strongly argued to be too important and vital to national prosperity and welfare to be left to individual initiatives and efforts. It is critically emerging as more of a marketing mandate rather than a marketing innovation due to the pressing global marketing environment that can be fairly described as:
1) crisis dominant, 2) opportunity sensitive, 3)
highly turbulent and uncertain, 4) country image delicate, 5) time sensitive, 5) transitional and transformational, 6) highly risky with high return and thus, knowledge and creativity-hungry.
• Why country SIVA?• Why country customization?
2- How to stand out: personification & diversity.How many more countries can brand them as “loads of sunshine, fantastic food, hospitable people”? No, seriously, there are 194 countries in the world: you have to find what is truly unique to stick in your target mind. In simple words, go beyond the obvious. Simply: “Fighting Homologation”.
3- Knowledge-based country branding. Knowledge based country branding refers to the systematic and creative generation, dissemination and responsiveness to all sources and levels of marketing knowledge for adaptive and effective designation and launch of a country brand.
4- The usage of database in connecting people for country branding.Social classes are fading; while profiling and segmentation are taking over and are the name of the game. How does this relate to the country branding in terms of identifying the segments.
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5- Patrolling for country branding.How to institute a Social Media team who responds to queries, to complaints, to issues with the genuinity of someone who truly cares about the reputation of the country.
6- Social media, control versus choice, new trends in social media.
This crucial session is discussing whether social media users have choice over what they serf or have they lost control. How is imposing the material influencing what the users serf? What are the newest trends of social media and what will be their impact in public relations?
7- Sectorial country branding. Different sectors play important roles in creating a country’s brand. Yet all sectors are vulnerable to crisis, which will affect the country’s brand negatively. How to overcome crisis? Who should handle the communication strategies in the government bodies? Foreign affairs, Diplomats, Head of State or new entity?This theme will cover important sectors that could have potential in branding a country:
This theme will cover 3 important sectors where could have potential in branding a country- SME’s - Tourism - FDIs -Sports
8- Future/change of skin in the media for country branding.
The media is changing – that is a fact! What will
be the new skin for media after we announced that traditional media is dying and that new media are replacing it by the social monopoly. What will the media people do next to survive? What new form will they adopt?
9- Public relations and advertising: from enemies to friends.
Those two entities have always been enemies, with totally different roles and deliverables. Is the tide changing? Are they now complimenting one another? Who is the decision maker in which route to follow, advertising or public relations? What are the attributes that influence this decision?
10- The future of traditional public relations in the communication arena
Public relations is expanding in both mission and roles. It does not stop at its traditional function, but is growing to be the larger umbrella that supervises other disciplines and overlaps with them. The challenge of the future of traditional public relations is to be thoroughly looked at, especially with the growth of social media as a basic element of public relations.
Case studies: best world class practices.The conference is eager to highlight some successful campaigns in country branding: UAE (double hat brand), South Africa, and Spain.
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Who should attend?1. Intergovernmental Organizations (IGOs)2. Governments3. Private Sector4. Non-Governmental Organizations (NGOs)5. Media entities 6. PR Firms.
Key job titles: • Minister.• DeputyMinister.• Ambassador.• Consul.• TradeCommissioner.• CommercialAttaché.• ChairmanofBoardofDirectors.• ManagingDirector.• ChiefExecutiveOfficer(CEO).• GeneralManager.• UniversityPresident.• ChiefMarketingOfficer(CMO).• ChiefInvestmentOfficer(CIO).• BusinessDevelopmentManager.• Editor-in-Chief/ManagingEditor(ME).• Spokesperson.• PRManager.• CommunicationManager.• BrandingManager.• MediaRelationsManager.• DigitalcommunicationManager.• PublicAffairsManager.• ContentManager.• MarketingManagers.
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ParticipationONE: Attend the conference
• Participate in conference’s sessions & discussions: Please register online or complete the registration form and send back to us.
• Attend as a Guest Speaker or Researcher: you may submit a Working Paper, Research, Case Study or a Success Story to be incorporated in the Conference Proceedings after validation by the Conference Scientific Committee.
Note: GuidelinesforSubmissionofPapersareavailableonourwebsite:www.arado.org/pr2017
TWO: WorkshopA specialized workshop will be held on December 19. For more information and registration, kindly visit ourwebsite:www.arado.org/pr2017
THREE: Become Sponsor or Media PartnerIf you would like to take part in our sponsorship packages or become a Media partner, kindly see our packages online.
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Conference venue: Fairmont Towers Hotel, Heliopolis, Cairo – Egypt
Participation Fees:Single Attendee
Group/Company (Egyptians)
Category Conference Conference & WorkshopEgyptian 3,500 EGP 4,500 EGPEgyptian NGO 2,000 EGP 3,000 EGPEgyptian student 1,500 EGP 2,500 EGPOther nationalities 500 USD 700 USD
category Conference Conference & WorkshopSingle attendee 3,500 EGP 4,500 EGP3 to 5 (save 10%) 3,150 EGP 4,000 EGP6 to 10 (Save 20%) 2,800 EGP 3,600 EGP
Organizing Committee:Conference Chair:• Dr. Nasser Al Qahtani – Director General, ARADO
General Coordinator:• Dr. Rania Abdel Razek – General Coordinator, Head of Diplomatic, Touristic & Real Estate Group, ARADO
International Relations Coordination: • Mr. Kinan Taha – Executive Secretary, ARADO
Participation fees include:• Attendance.• Proceedings.• Coffee breaks & lunches.• Certificate of attendance.• Facilitations and discounted hotel accommodation in Cairo – Egypt.• Discounted plane tickets on Egypt Air to attend the conference.
ATTENDEE REGISTRATION FORM
The fourth Arab International Public Relations Conference Fairmont Towers Hotel ,Heliopolis, Cairo – Egypt, 17-18 December 2017
PERSONAL INFORMATIONPLEASE PHOTOCOPY THIS FORM TO REGISTER OTHER DELEGATES
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Please complete the registration form and send to the attention of: Kinan TahaOffice:+202-225-80006EXT.321Fax:+202-225-8007Mob:+20-112-126-8496E-mail: [email protected]
[email protected] Administrative Development OrganizationP.O. Box: 2692 Alhorria, Heliopolis, Cairo-EgyptP.O. Box: 38808, Sharjah -UAE
• The participation fees include: proceedings, lunch, Coffee Breaks, Certificate of Attendance issued by ARADO• ARADP will ensure a recommendation letters signed by ARADO facilitate issuing visa from any Egyptians embassy in any country, after the full amount of the fee is paid.
Fees: Kindly choose your category from “participation fees”, and provide necessary documents to support your request:- Passport to prove nationality- Membership document for NGOs- Enrollment certificate for students
• Fairmont Towers Hotel , Heliopolis, Cairo – Egypt • For information on hotels please contact hospitality desk for assistance on: [email protected]
/aradopr
