Hosted and organised by:
Public Relations World Congress concludes with reading of ‘Dubai Declaration’ on professional standards and fostering dialogue
Obama adviser offers behind-the-scenes look at 2008 campaign strategy during Public Relations World Congress
PR pioneer Harold Burson shares 65 years of industry insight at 20th Public Relations World Congress in Dubai
Lord Bell highlights challenge of reputation management at 20th Public Relations World Congress
Connectivity and dialogue are critical for the future, Her Excellency Reem Al Hashimy tells PRWC delegates
Under the Patronage of His Highness Sheikh Mohammed Bin Rashid Al Maktoum,
Vice President & Prime Minister of the UAE and Ruler of Dubai
  • Anwar Ibrahim
    Lord Tim Bell
    Wadah Khanfar
    Lord Chadlington
    Roger Fisk
    Abdallah S. Jum'ah
    Mark Kimmitt
    Herbert M. Heitmann
  • Khaled A. Almaeena
    Richard C. Powell Jr
    Jamal Khashoggi
    Michael Peel
    Jay Walsh
    Daniel Tisch
    Hoh Kim
    Harold Burson
  • Abdulrahman Al-Rashed
    Prema Sagar
    Rami Khouri
    Dr Tarik Yousef
    John Defterios
    Rishi Saha
    Christophe Ginistry
    Richard Linning
  • Chris McLaughlin
    Mohamed Al Ayed
    Mazen Nahawi
    Sultan Al Bazie
    Eileen Wallis
    Tariq Al-Ghamdi
    Ali Al Ahmed
    Maha Abouelenein
Programme Structure
DAY 1: MARCH 13, 2012
In collaboration with the UK-based PRCA (Public Relations Consultants Association), IPRA-GC offers two full day workshops run by renowned PRCA trainers. The participants will at the end of the workshop also get a PRCA certificate.
9.30 am – 5.30 pm Workshops
Workshop – 1 : Making a PR campaign happen (Al Ameera Ballroom-2)
  • Campaign strategy
  • Campaign planning
  • Campaign management
  • Campaign simulation
Adrian Wheeler
Partner, Agincourt Communications & Non-Executive Director, Firefly Communications
Workshop – 2 : Developing a digital strategy (Al Ameera Ballroom-3)
  • The digital landscape and the digital audience
  • Getting ready for a digital presence
  • Developing your digital strategy
  • Implementing and managing your digital campaign
Steve Dunne
Executive Chairman, Brighter Group & CEO, Digital Drums
6.30 pm – 8.30 pm Opening Reception and registration of delegates
DAY 2: MARCH 14, 2012
8.30 am – 9.30 am Registration of delegates
9.30 am – 10.30 am Opening Ceremony (Al Ameera Ballroom)
Welcome Speeches
Faisal Al-Zahrani
President IPRA-Gulf Chapter, KSA
Ali Al Ahmed
Vice President, IPRA-GC & Chief Corporate Communications Officer, Etisalat, UAE
Official Opening
Her Excellency
Reem Al-Hashimy
UAE Minister of State
& CEO, Dubai Expo 2020 Bid Committee
Keynote Speech
Abdallah S. Jum'ah
Former President & CEO
Saudi Arabian Oil Company (Saudi Aramco)
Vote of thanks
Sunil John
Congress Chairman, Member, Global Board of IPRA & CEO of ASDA'A Burson-Marsteller, UAE
SESSION 1: The Changing Political Landscape: What's Next?
TIME surely got it right when they named the 2011 person of the year "The Protester." What started with one disgruntled fruit vendor in rural Tunisia became a mass movement that continues to reshape the course of history. None of this would have been possible, however, without the instant connectivity offered by social media like Twitter and Facebook.

Empowered by new technology and spurred by the impact of the global financial crisis, these movements could continue to alter the global political landscape – leading to greater transparency and increased accountability. In the meantime, governments and businesses need to understand these movements, gauge their impact and engage them in dialogue.

Key questions for discussion:
  • What does the rise of popular protest movements mean for governments and businesses?
  • Will these movements lead to decisive change, or is this just a relatively short-term trend?
  • What are the key lessons in this regard from 2011, and how will these movements evolve in 2012 and beyond?
10.30 am – 11.00 am Key Note Address
Dr. Anwar Ibrahim
Former Deputy Prime Minister of Malaysia and Leader of Keadilan, the People's Justice Party
11.00 am – 12.30 pm Panel Discussion
Abdulrahman Al-Rashed
General Manager
Al Arabiya Television, UAE
Dr. Tarik Yousef
Chief Executive Officer
Silatech, Qatar
Mark Kimmitt
Former Assistant Secretary,
Bureau of Political – Military Affairs, US Government
Rami Khouri
Issam Fares Institute for Public Policy
and International Affairs,
American University of Beirut, Lebanon
Dr James Bellini
Conference Moderator
12.30 pm – 1.30 pm Lunch Break
SESSION 2 : Public Relations in an Age of Dialogue: Challenges & Opportunities
Today, governments around the world are under pressure to reform, the legitimacy of entire sectors of the economy is being challenged, and private-sector firms must explain how their activities impact the communities they serve.

Communications is a vital tool in addressing these new challenges, and Public Relations professionals must seize this unique opportunity to foster dialogue and shape reputations in these fast-changing times. To achieve those goals, however, the industry must address its own reputational issues, including the general lack of trust in the profession.

Key questions for discussion:
  • How can PR professionals facilitate increased dialogue between organizations and their stakeholders, including mass movements and new media?
  • How can PR professionals ensure that they are seen as both trusted advisors by clients and as honest brokers by the public?
  • In this age of dialogue, what are the required core competencies for a truly great PR professional? Is the PR industry investing sufficiently in training professionals for this new age?
1.30 pm – 2.00 pm Keynote Address
Lord Tim Bell, Chairman
Chime Communications (Bell Pottinger), UK
2.00 pm – 3.30 pm Panel Discussion
Dr. Herbert Heitmann
Executive Vice President, External Communications, Royal Dutch Shell plc, Netherlands
Khalid Al Maeena
Media Analyst & Former Editor-in-Chief, Arab News
Daniel Tisch
Chair, Global Alliance for Public Relations & Communication Management, Canada
Prema Sagar
Founder President, Public Relations
Consultants Association of India (PRCAI)
Dr James Bellini
Conference Moderator
3.30 pm to 4.00 pm : Coffee Break
4.00 pm to 5.00 pm : An hour with a living legend
Harold Burson
Founder Chairman
  • Special Address by Harold Burson
  • Followed by Q&A
Richard Dean, Radio Host

7.30 pm to 10.30 pm : Gala Dinner at Armani Pavilion, Burj Khalifa

                                          Downtown Dubai

DAY 3 : MARCH 15, 2012
SESSION 3 : The Future of the Media: The End of the Newsroom?
Just as social media has empowered new protest movements, so has it proved a game changer for the traditional press. In the age of the citizen journalist, the traditional media is less relevant – and less trusted – than ever before, reaching ever-narrower audiences and frequently substituting opinion for in-depth reporting of facts on the ground. The phone hacking controversy and the ongoing enquiry in the UK has further affected trust in the media.

Worldwide, mainstream media continue to grapple with these rapidly evolving conditions that threaten the sustainability of their business model and could jeopardize the future of the newsroom as we know it.

Key questions for discussion:
  • Has the role of the press fundamentally changed as a consequence of the rise of social media and citizen journalism – and how can traditional media remain relevant?
  • What will the newsroom look like a decade from now?
  • How will these ongoing changes impact the relationship between PR professionals and the media – and how can these two complementary industries work together more effectively in this new environment?
9.00 am – 9.30 am : Key Note Address
Wadah Khanfar
Former Director General of
the Al Jazeera Network and
Co-founder of Sharq Forum, Qatar
9.30 am – 11.00 am : Panel Discussion
Rick Powell Jr
Chief Communications Officer
Bloomberg, New York, USA
Jamal Khashoggi
Al Arab News Channel, KSA
Micheal Peel
Middle East Correspondent Financial Times, UAE
Francis Mathew
Gulf News, UAE
John Defterios
CNN's Emerging Markets Editor & Anchor of Global Exchange
SESSION 4 : Social Media & Public Relations: Innovative Strategies for a New Age
Just about every Public Relations agency and client department claims that it is integrating social media into its practices – but using these new tools effectively is far more complex than simply reducing a press release to a 140-character Tweet. Embracing this technology also requires changing mindsets about how clients and stakeholders should share information and opinion, and the role PR professionals should play in shaping that new dialogue.

What are the most innovative strategies to enhance the role of Public Relations in this new age, and what are the smartest ways to approach social media engagement?

Key questions for discussion:
  • Is social media having a truly significant, measurable impact on how reputations are built and managed – or have we all just fallen for the hype?
  • As PR agencies continue to advise their clients to become more transparent and directly engage their stakeholders, what added value can PR professionals provide?
  • What are the next key trends in social media that will shake up the way PR professionals facilitate dialogue between organizations and their stakeholders?
11.30 am – 12.00 pm : Key Note Address
Roger Fisk
Senior Obama Political Appointee (2009-2012)
12.00 pm – 1.30 pm : Panel discussion
Jay Walsh
Head of Communications
Wikimedia Foundation, USA
Maha Abouelenein
Head of Communications - MENA,
Global Communications & Public Affairs
Google, UAE
Christophe Ginisty
IPRA President Elect 2013 &
Deputy Managing Director (EMEA)
Edelman, France
Rishi Saha
Regional Director (Australia, Middle East, Africa,
South & Central Asia),
Hill + Knowlton Strategies, UAE
Dr James Bellini
Conference Moderator
1.30 pm to 2.30 pm : Lunch Break
SESSION 5 : Next Practices in Public Relations: Communications in 2022
The communications industry has changed dramatically in the last decade – but it has often followed trends pioneered by technology companies and then by media. The industry needs to invest in identifying next practices in communications, so that we don't just follow trends, but lead them.

The future of Public Relations will not just be defined by how we communicate but by the substance of what we have to say. Thinking ahead to the next decade, what role can and should PR professionals play in shaping dialogue in 2022?

Key questions for discussion:
  • How has the role of PR professionals changed in the past 10 years, and how is it likely to change in the next decade?
  • How is the industry currently perceived by clients, media and other stakeholders – and how would we like to be seen 10 years from now?
  • What are the three most important things agencies need to do to ensure that they thrive over the coming decade?
2.30 pm – 3.00 pm : Key Note Address
Lord Chadlington
Huntsworth Group (Grayling PR), UK
3.00 pm – 4.00 pm : Panel Discussion
Hoh Kim
Founder & Head Coach
The Lab h, South Korea
Richard Linning
Founder & Senior Partner
The Stable House Partnership, UK
& IPRA President 2011
Chris McLaughlin
Vice President of External Affairs
Inmarsat, UK
Mohamed Al Ayed
Founder, President & CEO
Arun Sudhaman
Partner & Managing Editor, The Holmes Report
4.00 pm – 4.30 pm Coffee break
SESSION 6 : Public Relations in the Middle East: An Emerging Opportunity
Public Relations is relatively new to the Middle East. Yet barely a decade after the profession first became institutionalized here, the overall value of the industry, including work done by in-house communications departments, stands at about US$500 million. If current trends continue, the industry could be worth US$1 billion annually within a decade.

How can the regional industry continue on its current growth trajectory, while also raising the level of advice and counsel it provides its clients? What can this emerging market learn from the rest of the world – and do Middle East PR professionals have insights of their own to share with their peers elsewhere?

Key questions for discussion:
  • What were the key challenges the regional industry has faced in the past decade, and how were they overcome?
  • What are the key opportunities for the industry in the coming decade – and what are the regional markets with the greatest potential?
  • What impact has the Arab Spring had on the sector, and what can the global industry learn from how regional agencies are facilitating dialogue in this new era?
4.30 pm – 4.45 pm : Key Note Address
Sultan Al Bazie
Executive Vice President, IPRA-GC &
Co-founder and CEO of Attariq
Communications, KSA
4.45 pm – 5.45 pm : Panel Discussion
Mazen Nahawi
President, News Group & Board Member, Middle East Public Relations Association (MEPRA), UAE
Sultan Al Abdulla
PR and Communications Manager
Qatar Petrolium
Eileen Wallis
Managing Partner
The Portsmouth Group, UAE
Tariq Al-Ghamdi
Manager - Public Relations Department
Saudi Aramco, KSA
Dr James Bellini
Conference Moderator
5.45 pm – 6.15 pm Closing Ceremony
Congress Chairman's Report

Content on this page requires a newer version of Adobe Flash Player.

Get Adobe Flash player

Simultaneous translation from English to Arabic will be available the Public Relations World Congress.