Kuwait’s drive to diversify and open up its economy, attracting international investment and making its own companies international brands, has created opportunities for the public relations sector, which some observers expect will double its activities over the next year. With many of Kuwait’s companies going international over the last decade, spreading the base of their operations around the globe, there is a greater need than ever to get the corporate message across to an expanding audience, be it the public, institutions or governments. This was one of the key messages of a two-day conference that wound up in Kuwait City in December 2006, on the role of public relations staged by the Gulf chapter of the International Public Relations Association (IPRA). Working under the title of The Engineering of Human Relations, the conference focused on the need for greater understanding of the importance of PR in the region and the
