Wednesday 27 / November / 2024
Muscat: The 12th edition of the Middle East Strategic Communications Conference (MESTEC 2024) concluded on Wednesday at IntercityHotel Muscat.
Organised by Muscat Media Group (MMG), and supported by the Gulf Center for Strategic Communications (GSC) and the Council of Arab International Relations (CARINTER), the event was held over two days under the theme “Turning Strategic Communication Challenges into Opportunities.”
The conference brought together experts to discuss pressing issues in the realms of print journalism, public relations, and media’s role in crisis management. Attendees examined the challenges and opportunities posed by evolving technologies, economic pressures, and the ever-changing communication landscape.
Salem Al Jawhari, Vice President of the Omani Journalists’ Association and Vice President of the Asian Media Federation, addressed the difficulties private media outlets face, particularly the economic recession and insufficient revenue from advertisements and sponsorships.
He emphasised the importance of governmental support for these entities, describing them as national institutions akin to airlines in their role as the first line of defence for a country’s identity.
Moanes Al Mardi, Editor-in-Chief of Al Bilad newspaper in Bahrain, expanded on the broader challenges facing the media, particularly the impact of modern technologies like artificial intelligence. He underscored the need for print journalism to adapt and evolve in response to these shifts, calling for a proactive approach to ensure its relevance in a rapidly changing world.
Khaled Orabi, Managing Editor and Business Development Manager at Muscat Media Group, explored the state of public relations companies in Oman, noting that the sector has not yet developed into a robust industry compared to other nations.
He highlighted the challenges faced by local PR firms, including closures and reliance on international companies, and stressed the critical role PR plays in marketing, promotion, and supporting governments and organisations.
The role of media in crisis management was addressed by Dr. Tariq Al Shammari, GSC and CARINTER Chairman. He praised Oman’s media professionals for their neutrality and professionalism, attributing this to the country’s policy of non-interference, established by the late Sultan Qaboos bin Said and continued by His Majesty Sultan Haitham bin Tarik.
Al Shammari spoke on the importance of collaboration between administrative, governmental, and media entities in effectively managing crises, offering examples of successful crisis strategies from the Gulf region.
Dr. Yousef Al Sharif, a media professional and lawyer from the UAE, discussed the interplay between media and family dynamics, highlighting how media can be used constructively within legal and legislative frameworks to support families.
Among the other speakers, Zayana Al Badaei, Corporate Communications Manager at Daleel Petroleum, spoke about marketing’s role in supporting organisations and shared key considerations for planning effective campaigns while Karma Al Taher, Senior Marketing and PR Manager at Orascom Development Company/Muriya, presented a paper on innovative marketing approaches, illustrating the diversity of strategies employed by Muriya.
Qut Al Qulub, Project developer, media marketing specialist, and content creator shared her experience in social communication, demonstrating how national and meaningful content can resonate deeply with audiences. She noted that impactful and trusted media content does not need to be trivial to gain attention, but rather should aim to inspire and unify communities.
Nadia Al Hamzi, Marketing Director at Mazoon Dairy, and Dr. Ghedeir Alshammari from King Saud University, Saudi Arabia. discussed strategies for enhancing communication and marketing efforts while addressing health and nutrition-related topics.
Anna Popova concluded the discussions by sharing her expertise in public relations, underlining its importance in effective marketing and branding.
The conference concluded with a ceremony honouring speakers, participants, and sponsors. The prestigious Gulf and Arab Press and Media Awards were presented, recognising individuals and organisations for their outstanding contributions to promoting Arab identity, unity, and innovation in media and communication.
Salem Al Jawhari received the Press Award of the Year for his contributions as Vice President of Oman Journalists’ Association, while the Media Award was presented to Muscat Media Group, which was received by Salim Al Habsi, Advisor to the Group’s CEO.
The event was managed by Nexus Novel, a leading advertising and branding agency renowned for its innovative growth strategies and comprehensive suite of services. With its expertise, the event is set to elevate strategic communication to a whole new level.
