Arab News Editor in Chief Khaled Al-Maeena engaging in constructive dialogue with IPRA members after his presentation on Tuesday night in Dhahran. (AN photo)

As the Arab world continues to struggle with negative stereotyping post-Sept. 11, private efforts have begun to build a cadre of public relations professionals who can better represent the culture, community and commercial interests of the region, internationally.

Founded in 2003, the International Public Relations Association (IPRA), Gulf Chapter, has a mission to promote public relations as a major driver in the success of organizations and be recognized throughout the Gulf region for advancing PR excellence. Led by President Nasser A. Al-Nafisee, IPRA Gulf has grown to 100 members and has put forward an aggressive agenda for 2004. Saudi Aramco is the major sponsor for IPRA Gulf and gave support to the establishment of the organization’s local chapter.

The Gulf Chapter of IPRA is part of a larger parent organization headquartered in the UK. For half a century, IPRA has been offering top-level professionals in nearly 100 countries the opportunity to network with each other in the ever-evolving field of business and social communications. IPRA is affiliated with the United Nations and leads international efforts in PR education and PR development in emerging markets.

In the Gulf region, the organization has several objectives, with efforts proceeding on parallel tracks to accomplish each of these goals. According to Hasan J. Al-Hasan, VP, IPRA Gulf, the group is working to promote cooperation among PR professionals in the region. Toward this end IPRA Gulf has now appointed directors in each of the Gulf countries to provide an interface among the local PR groups. IPRA Gulf champions professional, ethical public relations as an instrument for successful business. The organization recognizes the necessity of elevating the PR profession in the region to international standards. This includes developing members’ knowledge and skills. IPRA hopes to positively impact the profession by delivering high-quality professional programs in a timely and cost-effective manner.

To that end, IPRA Gulf held an event on Tuesday evening at which members and their guests viewed a new 3D movie on the importance of Saudi Aramco’s role in providing energy to the world, now and in the future. The film demonstrated how corporate PR may be enhanced through the use of the latest technologies in order to reach the broadest audience with high, positive impact.

After the film’s conclusion, Al-Hasan was pleased to introduce Arab News Editor in Chief Khaled Al-Maeena, who addressed the group on the topic of “The Arab World as a PR Brand.”

Al-Maeena pointed out that branding has come a long way since it first began in the European Middle Ages as a process of burning a mark on a stock animal to specify ownership. Our modern idea of a brand as an identifying mark, image, name or concept that distinguishes a product or service was born in the 19th century with the advent of packaged goods. As industrialization moved the production of goods away from local communities, manufacturers needed to find a way to make the products familiar to consumers and branding was born.

Branding initially helped consumers to recognize trustworthy products. With time other qualities such as luxury, fun, value and healthfulness were promoted through branding. These days brand image rather than the products themselves have become all important and brands are positioned through marketing campaigns targeting the public’s underlying psychological needs. That is how it has become possible to think of the Arab world as a brand.

Some of the nations that make up the Arab world have for years been aware of the importance of branding. For the last decade, Egypt, with its dependency on tourism, has promoted Egypt as a destination brand. More recently Dubai has been championing its brand to both leisure and business interests. Al-Maeena mentioned that for the last year Saudi Arabia has been trying to promote its national brand but its efforts have been less than successful.

“Unfortunately, the Arab world as a brand has been well established by political interests outside the region,” he said. “This has resulted in the ‘Arab’ brand garnering negative rather than positive brand equity.”

Al-Maeena commented that he isn’t a strong believer in conspiracy theories but that it is interesting to note how much the Arab brand has been maligned through the efforts of media, governments, special interest groups and even Hollywood producers. He mentioned that movies such as Disney’s “Aladdin” and Touchstone Pictures’ “Hidalgo” are extremely damaging to the Arab image.

“Despite the abuse being heaped upon us,” he said, “we should not sit and complain. We need to reach out to individuals around the world in a clear and scientific manner.”

Al-Maeena told the IPRA audience about Arab News’ efforts over the past two years to involve its readers globally in rational dialogue. He explained that aggressive anti-Arab e-mails from thousands of individuals who have written to the newspaper, have been replied to in a positive, thought-provoking manner. These efforts have in many cases eventually led to a new level of understanding and acceptance of Arabs and the Arab world with these individuals.

“We in the Arab world should stand up and speak out,” Al-Maeena asserted. “Our people and culture have many excellent qualities. Yes, we have many problems, too. But we have nothing to hide and we must emphasize the positive while working to correct the negative. I believe there are many good people around the world who are willing to hear us. For the benefit of all mankind we must work together to find points of convergence not divergence.”

Toward the end of his commentary, Al-Maeena asked people to remember that there is no such thing as Islamic terror. Muslims, Christians, Jews and Hindus can be terrorists but Islamic terrorists do not exist.

He then went on to take questions from the audience. People were quite divided on how to best proceed in promoting the Arab world as a brand. The only real consensus was that there is a pressing need to improve the Arabs’ brand image.

Al-Maeena concluded the evening’s presentation with his answer to a remark about how the Arab world is constantly represented negatively in the international media. “When you read a nasty article or editorial about the Arab world do you respond to it?” he asked. “This is something I have asked so many people. I receive frequent complaints about the negativity toward the Arab world in the international media, but then people tell me that they have no time to respond to those who are creating it. Let me tell you, when you don’t make the time to fight back against such negativity, eventually you will pay the price.”