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, 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
Controlling the Narrative in a Crisis: Managing Media Relations Under Scrutiny
In times of crisis, the media plays a pivotal role in shaping public perception. This session will provide practical strategies for handling media relations when your organization is under intense scrutiny. Learn how to craft key messages that protect your reputation, stay ahead of the story, and control the narrative. We’ll explore the importance of transparency, responsiveness, and consistency in communication, as well as how to engage with different media channels effectively. Gain insights into handling tough questions, managing media inquiries, and ensuring that your organization’s voice remains authoritative and credible amidst the chaos of a crisis.
Kelly A. Nantel, Director, Global Media Relations, Amazon, USA
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
Leading Through the Storm: Building a Future-Ready Crisis Communications Strategy
In today’s fast-evolving risk landscape, leading with clarity and resilience is more critical than ever. This session will explore how to build a crisis communications strategy that not only addresses immediate threats but also prepares your organization for future challenges. Drawing from decades of experience across government and global brands, Fahad A. Bahdailah will share proven approaches to navigating uncertainty, aligning stakeholders, and sustaining brand trust in volatile times. Learn how to anticipate emerging risks, build internal readiness, and foster a culture of proactive communication. From Vision 2030 to Amazon, Mastercard, Shell, and Mars, discover how future-focused leadership can turn disruption into an opportunity for lasting impact.
Fahad A. Bahdailah, Head of Corporate Communications and Stores Communications, Amazon Saudi Arabia, KSA
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
Networking and Refreshment Break
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
Interactive Panel Discusion - Future-Proofing PR: What’s Next for the Middle East in 2026
The future is coming fast—are you ready? This high-energy panel brings together top communications leaders to reveal the biggest trends set to redefine PR in the Middle East. From AI disruption and misinformation to rising demands for authenticity and cultural intelligence, discover what’s next—and how to lead with confidence in 2026 and beyond.
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.
