Registration and Morning Coffee
Leading Communications in a Rapidly Changing World
Today’s communicators face growing challenges in keeping messages clear, relevant, and trusted amid constant change. In this session, you’ll explore how to lead communications strategies that remain steady through uncertainty, respond effectively to shifting public expectations, and strengthen your organization’s reputation during times of complexity.
Farnaz Khadem, Vice President for University Communications, Stanford University, USA
Engaging Stakeholders Through Purpose-Driven Communication
In today’s complex and interconnected world, stakeholders expect more than products and services—they demand authenticity and purpose. This session will explore how organizations can build lasting relationships by aligning their communications with a clear and meaningful purpose. From inspiring internal teams to engaging external audiences, discover practical strategies and real-world examples that demonstrate how purpose-driven communication can strengthen trust, loyalty, and long-term reputation across diverse stakeholder groups.
Joëlle Jammal, Former Executive Director, UN Global Compact Network UAE
The Evolving Landscape: Golden Communication Rules and Crisis Skills
In this interactive session, Christian Lindmeier, Spokesperson & Communications Officer at the World Health Organization, will guide you through the development and elaboration of the Golden Communication Rules. Emphasizing the perspective of an International Organization spokesperson, Lindmeier will shed light on the crucial skills needed in today's crisis communication landscape. Special attention will be given to effectively communicating uncertainty in a dynamic environment. Gain valuable insights as the speaker explores communication scenarios tailored for Reputational Risk Management in our ever-changing world.
Christian Lindmeier, Spokesperson, World Health Organization, Switzerland
Networking and Refreshment Break
Beyond PR Headlines: The Perception of Qatar
Qatar is known for making international headlines by hosting major sporting events, advancing medical innovation, offering best-in-class tourism, and enabling borderless business opportunities. But how does all of this translate into global perception? CARMA analysed data across traditional media, social media, and public opinion to understand how Qatar is portrayed and perceived around the world.
Maria Talakina, Insights Director, CARMA, UAE
Engaging with Government and Public Officials During a Crisis: What You Need to Know
When a crisis hits, knowing how—and when—to engage with government and public officials can make all the difference. In this session, you’ll learn the key principles for building productive relationships with regulators and policymakers under pressure. Discover the dos and don’ts of crisis-time engagement, how to avoid common pitfalls, and what separates effective communication from reputational damage. Through real-world examples and practical insights, this session will equip you to ensure your message lands with the right people, at the right time, in the right way.
Samer Costantini, Director of Government Affairs, Schneider Electric, UAE
Lunch for Speakers and Delegates
Architecting Tomorrow's Narrative: The Fusion of Human Insight and AI Intelligence in PR
In a time of rapid transformation, PR professionals must go beyond reacting—they must lead. This session explores how communicators can become architects of tomorrow’s narratives by combining human understanding and emotional depth with the power and precision of AI. Discover how this fusion can elevate your PR strategies to be more impactful, agile, and future-focused.
Fahad A. Bahdailah, Head of Corporate Communications and Stores Communications, Amazon Saudi Arabia, KSA
AI in PR: Where We Are and What Comes Next
AI is transforming the way we work in PR—from content creation and media monitoring to audience targeting and crisis prediction. But where do we stand today, and how can communicators make the most of this rapidly evolving technology? In this session, you’ll explore the current state of AI in PR, the most impactful tools and use cases, and the trends shaping the future. Learn how to integrate AI into your strategy without losing the human touch, and gain practical tips to stay ahead in an AI-powered communications landscape.
Oualid Bakkas, Content & PR Lead, Qatar Insurance Group, Qatar
Networking and Refreshment Break
Why PR Measurement Matters More Than Ever
In an era of shrinking budgets, rising expectations, and constant disruption, proving the value of PR is no longer optional—it’s essential. This session will explore how to build a smart, outcome-driven measurement strategy that aligns with business goals and drives impact. Learn how to move beyond vanity metrics and focus on what truly matters—reputation, influence, and results. Discover the latest tools, frameworks, and insights to help you demonstrate the ROI of your communications efforts and secure a seat at the leadership table.
Nicole Moreo, Head of Customer Insights for North America, LinkedIn, USA
B2B Communications in 2026 and Beyond
As the B2B landscape evolves, communicators are being challenged to rethink their strategies and adopt a more agile, purpose-driven approach. In this forward-looking session, Fida will explore the key trends and challenges shaping B2B communications in 2026 and beyond—from the increasing importance of ESG as a reputation management tool, to the growing role of internal communication in employee engagement and trust. The session will also dive into how strategic measurement can elevate your initiatives from tactical execution to long-term impact.
Fida Kibbi, Vice President, Head of Marketing & Communications, Sustainability & Corporate Responsibility, Ericsson, Middle East & Africa, UAE
End of Day One
Full-Day Workshop: AI in Public Relations – Top Tools You Need to Know
Led by Philippe Borremans, Independent Consultant & Author
Workshop Overview:
AI is no longer a future trend—it’s already transforming how PR professionals create content, manage reputations, and engage audiences. But to truly leverage its potential, communicators need more than curiosity—they need the right tools, ethical guidance, and a strategic mindset. This interactive, hands-on workshop will equip you with the most effective AI tools for PR, help you understand how to apply them responsibly, and prepare you to lead AI adoption within your organization.
Opportunities and Risks of AI in Organizations
- Explore how leading global organizations are using AI in their communication strategies
- Identify high-impact use cases based on real business needs
- Understand the major risks of AI misuse—and how to mitigate them
- Learn why AI governance, oversight, and ethical frameworks are critical
AI for Text Content Creation (Hands-On Session)
- Discover the top AI tools for generating press releases, articles, and key messages
- Practice real-time content creation with guided exercises
- Learn how to maintain authenticity, tone, and brand voice
- Explore the ethical considerations of AI-generated written content
AI for Audio Content Creation
- Get to know simple, effective AI tools for podcasts and voiceovers
- Create short audio pieces through practical exercises
- Understand how to incorporate audio content into your communication strategy
AI for Video Content Creation
- Experiment with AI tools to produce short-form videos and social clips
- Learn how to create fast, consistent video content at scale
- Practice integrating video into your overall communications plan
Workshop Wrap-Up & Key Takeaways
- Review the tools, strategies, and insights shared throughout the day
- Discuss practical implementation challenges and solutions
- Leave with a clear roadmap for using AI effectively—and responsibly—in your PR work
About Your Workshop Leader:
Philippe Borremans, your workshop leader, is an independent consultant with over 25 years of expertise in risk and crisis communication. He has worked with leading multinational corporations such as Volvo Group, Chanel, Mastercard Foundation, FedEx, Mars Group, Procter & Gamble, and Danone, providing practical advice, tailored training, and realistic simulation exercises to enhance their crisis communication capabilities.
In addition to his consultancy work, Philippe has collaborated with international bodies such as the World Health Organization, the European Union, and the West African Union on risk and emergency communication projects in the context of epidemics and natural disasters.
Before establishing his independent consultancy, Philippe spent a decade with IBM, focusing on corporate, crisis, and online communications, and gained early career experience at Porter Novelli International in Brussels.
As an educator, Philippe regularly shares his knowledge as a lecturer at European and North African universities and business schools. He is a sought-after speaker at industry conferences, discussing crisis communication and the impact of technology on public relations.
Philippe is the author of "Mastering Crisis Communication with ChatGPT; A Practical Guide," released in February 2023, and publishes the newsletter Wag The Dog, which provides insights into current trends in crisis, risk, and emergency communication.