Gulf Regional Audit Conference by IAA
Backgound: The annual Gulf Regional Audit Conference is a yearly event held in Dubai by UAE Internal Audit Association. Iris PR was appointed to generate more awareness and media visibility for the event and highlight the importance of internal audit
Challenge: Lack of general awareness of the functions and importance of internal audit because of lack of sustained PR programme by the Association
PR Tactics: To generate interest in the event, the agency followed a pre-event PR programme aimed at educating about the importance of Internal Audit in fraud prevention and creating good corporate governance practises.
This was done through thought leadership articles and media interviews on the hot topics in internal Audit- its role in ensuring Good Corporate Governance and Fraud prevention.
Media were invited to the event and a series of pre-arranged interviews were organised with leading TV, radio, Wire and print media.
The event was held under the patronage of H.E Sultan bin Mansouri, UAE Minister of Finance, which generated considerable media attention .
Results: Generated more than USD 1 million worth of coverage in Advertising Value.
Interviews on CNBC Arabiya, Dubai One TV, Dubai TV and with international wires like Reuters and newspapers such as Gulf News, Khaleej Times, The National, Al Ittihad, Al Bayan etc.
Successfully generated awareness of the importance of internal auditing in fraud prevention, good corporate governance and risk management