A New Middle East Narrative: A Manifesto for Change in PR
A new era of hope and opportunity is emerging in the Middle East, despite the
unprecedented challenges during the past 12 months. Three key drivers that will define
the next period are:
1.Peace dividends: The region experienced a decisive and historic shift when both the
UAE and Bahrain signed the Abraham Accords with Israel and the United States last
September, the first public normalization of relations between an Arab country and
Israel since that of Jordan in 1994. Additionally, the conflict zones in Syria, Libya, Iraq
and Yemen are moving towards a rapprochement
2. Opportunity in Climate Change: While the oil & gas sector will continue to be an
important contributor to the region’s economy, efforts to decarbonise the industry, and
power & water generation particularly, are gathering pace
3. Global Events and focus on domestic investments: The region is preparing to
host several global events, such as Expo 2020 in Dubai, the World Bank-IMF Meetings
in Marrakech next year, and the FIFA World Cup in Qatar, in addition to the region’s
leading Sovereign Wealth Funds focusing on massive domestic infrastructure projects.
The Middle East will occupy an increasingly important role in the global economic and
political discourse, and it is incumbent upon the PR sector to help convey the new
narrative which calls for a new Manifesto for Change. To discuss this interesting subject
we have a range of expert speakers for this opening panel.
Businesses have always played an important role in social, cultural, and economic progress — but today’s expectations are greater and more defined. Today, genuine compassion from businesses is necessary for sustainable business growth, a strong and diverse workforce, and fair and equal society. For MENA, the route here has been slow. For a region where profit growth comes above all, what needs to change and how?
Communicating ESG commitments in the Post-Covid Era: Renewing the License to Operate
The sudden rise of ESG topics in the wake of the pandemic has put sustainability strategies to the test and challenged businesses to step up their efforts to renew their license to operate. What does this mean for the communications industry in the region?
Managing New Reputation Threats in the Changing Media Ecosystem
The rise of online networks, often powered by disinformation and populism, is making brands uneasy about being cancelled. Navigating these reputation threats requires a better understanding of the data and metrics that underpin high-stakes, time-sensitive decision making. Yet, corporates often find themselves struggling to keep pace with the volume of online chatter, and the speed with which crises can take shape. Our panel of brand and agency leaders examine how communications specialists can manage reputation responsibility amid a febrile media landscape.