As part of its strategy to equip entrepreneurs with the best business practices and knowledge, the Zubair Small Enterprises Centre (Zubair SEC) organised a branding communications workshop held at the offices of The Zubair Corporation. The induction programme, designed and managed by Zeenah PR, focused on brand management, public relations, and marketing communications essentials.

Paul Ross, Director-New Business at TBWA/Zeenah led the first session that covered essential information on branding and brand management — such as creating and communicating a brand story, standing out with a brand amidst competition, and case studies on how well known local and international brands have been communicated successfully.

James Macleod, General Manager of Zeenah PR, delivered a comprehensive session on understanding the Omani media environment. He highlighted the impact of communication on business and also demonstrated how media could be used to compete confidently in a market such as the Sultanate. The module also educated the attendees on how opportunities could be maximised and risks could be kept at a minimum in communication, in addition to using competitive messaging.

The last session of the day was delivered by Samer Othman, Account Manager and Media Specialist at Zeenah PR, who gave practical guidelines on ‘dos and don’ts’ when faced by reporters; the module was very interactive and included role playing by the audience being interviewed and challenged by Samer.

“Upon analysing the business needs of our members, we found that guidance in marketing communications and public relations would be most essential at this nascent stage of their businesses. The workshop introduced some very important best practices in the industry and allowed members to discuss and challenge ideas,”, said Hani Obeid, Senior Advisor and Acting CEO of Zubair SEC. He added, “This workshop is but one of many activities that we are planning to hold for our members. At Zubair SEC, we are committed to spare no means towards helping our members to progress with their business plans and to achieve their objectives.”