March 17th, 2019: Two high profile speakers from the PR industry have shared their professional insights with an audience of CUD students and staff in the latest edition of the Faculty of Communication, Arts and Sciences Speaker Series.
The event was organized by Dr. Pablo Medina, Assistant Professor in the Department of Communication, who first introduced Sabrina de Palma, CEO of the Middle East Public Relations Association (MEPRA), a non-profit organization representing the interests of the Middle East public relations industry.
In her presentation, Sabrina outlined the role of MEPRA as the voice of the profession in the region. She described how the association is committed to setting standards of excellence in the communication industry, and creating a community where professionals can gain industry insights, network with their peers and further their professional skills. Sabrina’s presentation also featured trends in Public Relations in the UAE.
The second presentation was delivered by Ghaleb Zeidan, Managing Director, UAE at Weber Shandwick, a leading communications and engagement firm which was named 2019 Large Consultancy of the Year at the PRCA MENA Awards. The firm has also topped the Holmes Report’s annual Global Creative Index for the second year in succession.
Ghaleb’s presentation analyzed strategies adopted by PR agencies and presented several case studies developed by his company, including a flagship campaign for leading fast food franchise, McDonalds. Ghaleb also offered valuable insights into what PR employers are looking for, such as professional skills in social media and experiences in an international context, as well as inviting students to reach out for internship opportunities with the organization.
Both presentations were followed by a question and answer session where those present were able to discuss the public relations industry with top experts in their field.
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