Voices of Impact at the Crisis Communications Boot Camp: Meet Mariam Farag

March 11, 2025

Get ready for two powerful days of insights, inspiration, and real-world strategies at the Crisis Communications Boot Camp, happening 14-15 May in Riyadh, Kingdom of Saudi Arabia. Designed for today’s fast-paced, high-stakes communication landscape, the Boot Camp will bring together top industry experts to share their experience on how to lead with clarity, credibility, and compassion in times of crisis.

As part of our “Meet the Speakers” series, we’re excited to spotlight one of our remarkable speakers: Mariam Farag, a purpose-driven storyteller and a leading voice in strategic communications and ESG integration.

Meet Mariam Farag

Mariam Farag deeply understands the nuances of today’s branding and business landscape — a world where it’s no longer enough to simply make a profit and do some social good for PR’s sake.

Over her career, Mariam has played an integral role in the MENA region’s evolving attitude toward social good — from the early days of charity, to the rise of CSR, and now to a more holistic embrace of Shared Value. From this unique vantage point, she has guided institutions of all sizes — from global conglomerates and government departments, to local startups and SMEs — through the process of integrating ESG into the very heart of their enterprises.

A passionate strategist and communicator, Mariam brings a wealth of expertise in purpose-driven communication and crisis management, helping organizations humanize their messaging, protect their reputations, and drive long-term impact.

Five Questions with Mariam Farag

1. What inspired you to pursue a career in communications and crisis management?
From the very start of my career, I’ve been passionate about storytelling, human connections, and the power of strategic communication to shape narratives and drive impact. Over the years, I’ve witnessed how strong, authentic communication can make or break a brand, especially in moments of crisis. I was drawn to crisis management because it’s where communication is truly tested—it’s about protecting reputations, managing emotions, and making sure the truth is heard amid the noise. The ability to turn challenges into opportunities and help brands and leaders navigate uncertainty is what keeps me energized in this field.

2. What’s the biggest lesson you’ve learned from a crisis you’ve managed?
The biggest lesson? Transparency and speed are everything. In a crisis, silence is not an option. If you don’t own the narrative, someone else will—and not in your favor. I’ve learned that trust is built (or broken) in how you handle the first few moments of a crisis. Being proactive, clear, and human in your response can turn a potential PR disaster into an opportunity to strengthen credibility and reinforce brand values.

3. In your view, what’s the most important skill for crisis communicators in today’s fast-changing world?
Agility. The landscape is shifting faster than ever—social media, AI, citizen journalism—news spreads in seconds. A great crisis communicator must be able to anticipate, adapt, and respond with both precision and empathy. You need to balance facts with emotions, strategy with speed, and control with flexibility. The ability to stay calm under pressure while making tough decisions quickly is what sets the best apart.

4. If you could give one piece of advice to senior leaders during a crisis, what would it be?
Lead with authenticity. Your people, your customers, and the world are watching—not just what you say, but how you say it and what you do. A crisis isn’t just about managing the immediate situation; it’s about preserving trust in the long run. Acknowledge the issue, take responsibility where needed, and show a clear, actionable path forward. The most respected leaders are those who face challenges head-on with honesty, decisiveness, and a human touch.

5. What motivates you most about the work you do?
The impact. Communications isn’t just about words—it’s about influence, reputation, and change. Whether I’m guiding a company through a crisis, shaping the public perception of a brand, or mentoring the next generation of leaders in communications, I know my work has a lasting effect. I’m driven by the opportunity to humanize brands, build trust, and create narratives that resonate. And when I see a leader or a company emerge stronger after a crisis, knowing I played a role in that transformation—that’s the ultimate reward.

Don’t miss the opportunity to learn directly from inspiring leaders like Mariam Farag.

Join us at the Crisis Communications Boot Camp in Riyadh on 14-15 May, and gain the tools, insights, and confidence to lead effectively when it matters most.