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Article: Public relations in Egypt and the Middle East. (includes related article) (Section 4: Communicate Globally by Communicating Locally)
- Article from:
- Communication World
- Article date:
- February 1, 1992
- Author:
CopyrightCOPYRIGHT 1992 International Association of Business Communicators. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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According to observers of the Egyptian business scene, Egyptian businesses do not understand the contribution public relations can make, confuse it with advertising or don't believe in it even while the private sector is growing in the new era of economic reform toward privatization.
Businesspeople in the Middle East don't know that in the U.S. and Europe, public relations is much more than generating favorable publicity and knowing what kind of story is likely to be printed or broadcast. They don't know that a strategic goal is to project a favorable public image, one of good corporate citizenship. Nor, that allied with that is the first responsibility of ...