Crisis Communications Boot Camp Dubai

3-4 October 2024, Dubai, UAE


Crisis Communications Boot Camp Dubai


3-4 October 2024, Dubai, UAE

About the Event

Step into the world's foremost Crisis Communications Boot Camp, coming to Dubai, UAE, from 3rd to 4th October! Following our triumph in Doha, we're ecstatic to debut this indispensable event in Dubai.

Enroll now and uncover why our Crisis Communications Boot Camp stands as the pinnacle of programs worldwide, boasting 35 editions across Europe, North America, and the Middle East.

Book by August 30th to SAVE $200! Group discounts available. MEPRA members, contact us for your 20% discount!

Benefits of attending the Boot Camp:

  • Expert Keynote: Learn authentic crisis strategies from Farnaz Khadem, Stanford University's Vice President for University Communications.
  • AI-Powered Reputation Management: Discover how AI technologies revolutionize communication strategies with Microsoft experts Rachel Dunn and Magdalena Stepien.
  • Leadership in Crisis: Understand effective crisis leadership attributes and strategies from IBM's Jumana Akkawi.
  • Authentic Sustainability Communication: Gain insights into building trust and communicating sustainability efforts authentically with Camilla d'Abo.
  • Diversity and Inclusion in Crisis Management: Learn the importance of diversity and inclusion in crisis planning from Courtney Williams of The Obama Foundation.
  • Proactive Crisis Management: Acquire practical insights and strategies for recognizing and addressing emerging challenges from Aramco's Issues and Crisis Management team.
  • Revitalizing Your Crisis Plan Workshop: Engage in a transformative Crisis Simulation Workshop led by esteemed crisis communication expert, Donald Steel. Update your crisis plan with real-life scenarios, ensuring resilience and adaptability in the face of modern challenges. Gain concrete strategies, enhanced leadership preparedness, and a heightened understanding of effective communication in today's assertive environment.

Don't miss this exclusive opportunity to enhance your crisis communications capabilities and safeguard your organization's reputation in an ever-evolving landscape. Join us in Dubai for an intensive and enlightening experience that will empower you to navigate crises with confidence and resilience.

Register today and be a part of shaping the future of crisis communications excellence!






Facts & Figures

  • Inaugural Event: The very first Crisis Communications Boot Camp was organized in Calgary in 2017, setting the stage for a journey of excellence in crisis communication training.
  • Global Reach: Since its inception, the boot camp has attracted over 2500 PR professionals, making it one of the most sought-after events in the field. It has been held in 25 cities around the world, offering participants a truly global perspective on crisis communication.
  • Global Recognition: The Crisis Communications Boot Camp is widely recognized as one of the world's leading training programs in crisis communications, not only in Europe and North America but across the globe. Its reputation for delivering cutting-edge strategies and insights has solidified its status as a go-to resource for professionals in the field.
  • Exclusive Content: The boot camp continuously evolves to address the latest challenges and trends in crisis communication. Participants can expect exclusive content, expert speakers, and practical takeaways that empower them to navigate the ever-changing landscape of crisis management.
  • Solutions-Oriented: Unlike many other events, this boot camp places a strong emphasis on practical solutions and actionable strategies. Attendees leave with the tools and knowledge needed to effectively handle crises and protect their organization's reputation.


Donald Steel Former Chief Communications Advisor, BBC

Farnaz Khadem Stanford University

Sharan Kaur Aramco

Brad Leone Aramco

Camilla d'Abo Board Member of the Middle East PR Association Sustainability Committee

Rachel Dunn Microsoft

Magdalena Stepien Microsoft Middle East

Roslyn Boatman Oxfam

Jumana Akkawi IBM

Joëlle Jammal UN Global Compact Network UAE



Registration and Morning Coffee


Opening Keynote: Navigating Permacrisis in a Polarized World 
Join Farnaz Khadem, Stanford University's Vice President for University Communications, for a dynamic keynote on safeguarding your reputation in an age of Permacrisis. Explore authentic strategies for taking a stand on societal issues and gain insights into effective crisis planning. In this engaging conversation, we'll also delve into the crucial skills needed for adept crisis communicators, equipping you with essential tools to navigate the complexities of our polarized world.
Farnaz Khadem, Vice President for University Communications, Stanford University


AI-Powered Reputation Management: Transforming Communications in the Digital Era
In this session, we delve into the dynamic landscape of reputation and brand management, exploring how AI technologies are revolutionizing communication strategies. From sentiment analysis to predictive modeling, discover the innovative ways AI can assist in monitoring, analyzing, and shaping public perception. Join us as we explore practical applications and case studies showcasing the power of AI in safeguarding and enhancing your organization's reputation in an increasingly interconnected world.

Rachel Dunn, Communications Director, Microsoft Central & Eastern Europe, Middle East & Africa
Magdalena Stepien, Communications Lead, Microsoft Middle East


Leading Through Crisis: The Vital Role of Leadership
In this session, we'll examine the critical importance of leadership when facing times of adversity and uncertainty. Leaders play a pivotal role in guiding organizations through crises, serving as beacons of stability and direction. Join us as we explore the essential attributes and strategies that distinguish effective crisis leadership, drawing on compelling examples and practical insights to illuminate the path forward in tumultuous times.
Jumana Akkawi, Marketing and Communications Director, Middle East & Africa (MEA), IBM


Lunch for Speakers and Delegates


Reputation Management: The Role of Integrity & Transparency in Business Strategies
In this session, we will delve into the critical importance of maintaining a positive reputation for your organisation, emphasizing how integrity and transparency are foundational to effective reputation management. You will explore the impact of these values on customer trust and business performance, examining real-world case studies and best practices. This session will equip you with practical strategies to embed integrity and transparency into your reputation management plans, ensuring robust and resilient reputation management in times of crisis.
Joëlle Jammal – Executive Director UN Global Compact Network UAE


Greenwashing & Ethical Messaging: Authentic Sustainability Communication and Avoiding Greenwashing Allegations
Dive into the realm of authentic sustainability communication with Camilla as she navigates the intricacies of Greenwashing & Ethical Messaging. In this enlightening session, explore the nuances of crafting genuine sustainability messages while steering clear of greenwashing allegations. Gain valuable insights into building trust through transparent communication practices and learn how to effectively communicate your organization's sustainability efforts with integrity and credibility. Join Camilla for an engaging discussion on fostering authenticity in sustainability communication and making a meaningful impact in the fight against greenwashing.
Camilla d'Abo, EVP Communications & Content, BPG Group Board Member, The Middle East PR Association Sustainability Committee


Session TBC
Roslyn Boatman, Media and Communications Lead, Middle East and North Africa, Oxfam


Networking and Refreshment Break


Proactive Crisis Management: Recognizing and Addressing Emerging Challenges
In the era of instantaneous news dissemination, the ability to discern between issues and crises is paramount for effective crisis management across industries. Join us for an insightful presentation that delves into the nuances of distinguishing when a situation escalates from an issue to a full-blown crisis, irrespective of sector. Additionally, this session will focus on strategies for addressing multi-day incidents, drawing from case studies such as the Deepwater Horizon incident. Led by Aramco's esteemed Issues and Crisis Management team, participants will gain practical insights and actionable approaches to navigate extended crises effectively. This session is designed to empower attendees with the tools necessary to fortify crisis preparedness and resilience in today's rapidly evolving landscape. 
Sharan Kaur, Crisis Communications & Issues Management, Aramco
Brad Leone, Crisis Communications & Issues Management, Aramco


End of Day One

Revitalizing Your Crisis Plan: A Real-Life Scenario Workshop with Donald Steel
Join us for a transformative Crisis Simulation Workshop led by esteemed crisis communication expert, Donald Steel, as we dive into the ever-changing landscape of crisis communications in a post-pandemic world. In this extended session, we'll focus on the crucial process of updating your crisis plan with real-life scenarios, ensuring your organization remains resilient and adaptable in the face of modern challenges.
This immersive workshop combines established best practices with innovative approaches, empowering crisis communicators to effectively support those affected by crises and protect their organization's reputation. You'll engage in hands-on exercises, collaborating with your peers to navigate complex crisis scenarios that involve social media, media interviews, and delicate press conferences.

By the conclusion of this workshop, you'll walk away with:
- Donald's top ten crisis communication strategies tailored to the post-pandemic era.
- A concrete plan to enhance your leadership team's preparedness for crisis communication.
- A heightened understanding of effective communication in today's increasingly assertive environment.

Upon completing the workshop, you'll be equipped to:
- Understand the crucial connection between pre-crisis preparation and swift crisis response.
- Possess the skills to evaluate and adapt your organization's social media communication style during crises.
- Be proficient in handling assertive question types during crisis media interviews.
- Be well-prepared to update and revise your organization's crisis communication plan based on the valuable insights gained during the workshop.

Don't miss this opportunity to fortify your crisis preparedness and embrace the future of crisis communications with confidence.

About Your Workshop Leader:
Donald Steel, Vice President, Crisis Communications, Kenyon International Emergency Services and Former Chief Communications Adviser at the BBC
Donald Steel has built a global reputation as a crisis communicator.  For more than 25 years he has given strategic counsel to organisations and high profile individuals in a range of serious situations, including aircraft incidents, terrorism, kidnapping, serious accidents, executive and personal misconduct, fraud, litigation and inquests and serious regulatory and diplomatic issues.
He was for 11 years, the chief media spokesman of the BBC.
In his own practice, based in London, he worlds with a range of corporate, government, NGO and individual clients across the UK, Europe, the Balkans, the Middle East, North America and Asia Pacific and Australasia.   His clients includes airlines, hospitals, universities, hotel groups, UN agencies, orchestras, the Eurovision Song Contest, arts venues and high profile artistes.
He is a Fellow of the Chartered Institute of Public Relations in London and of the Royal Society of Arts.  He is a regular guest lecturer at the London School of Economics and the China Media Centre of the University of Westminster.
Alongside his own practice, last year he was appointed Vice President, Crisis Communications at Kenyon International Emergency Services, the worlds longest serving and most admired responder to incidents involving fatality and injury.  Based in Houston, Berkshire (UK), Beirut and Santo Domingo, Kenyon’s clients range from leading airlines, cruise companies, hotel groups, governments, police forces, local authorise and companies across the world who work in high risk situations.  In this role, Donald leads a team of senior crisis communicators based around the world, ready to respond to clients.
He was a member of Aviation Futures, a recent think tank of the UK Civil Aviation Authority supporting the CAA on planning the regulation of future developments in aviation.

Our partners

Supported by


Dusit Thani, Dubai , UAE

Address: Sheikh Zayed Rd - Trade Centre - DIFC - Dubai - United Arab Emirates
Phone: +971 4 343 3333

Dusit Thani Dubai hotel combines the latest in luxury amenities with traditional Thai hospitality in all 321 superbly furnished rooms and suites providing the comforts expected of a luxurious international five star hotel. The Dusit Club Rooms, Executive Club Suite and The Dusit Suite are supported by the Dusit Club Lounge and offer additional facilities including complimentary breakfast, complimentary afternoon tea, non-alcoholic beverages all day, butler services, pressing and laundry facilities and limousine airport transfers. Seven food and beverage outlets offer a superb choice of dining options from the best Thai restaurant in Dubai, Asian street food to our 24-hour contemporary artisan cafe and enjoy a lovely evening at our outdoor terrace lounge and much more