Arabtec: Bad PR in a Global Economy

Arabtec's response the recent controversy generated by the BBC show Panorama around Arabtec's worker accommodations showcases the Arab companies' shortfall when it comes to public relations in a Global economy. Specifically, many Arab companies still practice the old PR methods of autocratic Arab regimes, and are completely oblivious to the message they send out.


Arabtec's response was to deny any wrongdoing and to invite journalists to tour the camps on a specific day. Such tours do not work because they are reminiscent of the prison tours put on by totalitarian regimes for the benefit of the international human rights organizations. The public will not believe that the camps were not cleaned spotless for the sake of the tour and that after the tour is over, they will go back to being miserable places to live.


To exacerbate the situation, some Arab companies do not understand the powerful impact of certain terms, especially when addressing a Western audience. Using the term "Labor Camps," a term that recalls the Nazi labor camps during WWII, is an example of such ignorance. Arab companies need to choose their words carefully when dealing with the Western media.

What could Arabtec have done that is different? A lot:

1. Cooperate with BBC, promise investigation into any allegation, and provide the public with updated.
2. Explain that any shortcomings are caused by negligence, not by a systematic desire by the company to save money.
3. Instead of "arranging" a tour for the media, make the camps open for media inspection at anytime.
4. I cannot stress this enough: Choose word carefully.