Muscat: The Middle East Strategic Communications Conference (MESTEC 2024) wrapped up on Wednesday at the IntercityHotel Muscat.
Hosted by Muscat Media Group (MMG), in collaboration with the Gulf Center for Strategic Communications (GSC) and the Council of Arab International Relations (CARINTER), the event spanned two days with the theme “Turning Strategic Communication Challenges into Opportunities.”
The conference featured panel discussions with experts tackling critical issues in print journalism, public relations, and the media's role in handling crises. Participants delved into the challenges and opportunities presented by advancing technologies, economic constraints, and the constantly evolving landscape of communication.
Salem Al Jawhari, the Vice President of the Omani Journalists’ Association and Vice President of the Asian Media Federation, shed light on the obstacles faced by private media outlets, especially the economic downturn and the lack of income from advertisements and sponsorships.
He stressed the need for governmental backing for these entities, likening them to national airlines in their function as the frontline protectors of a nation’s identity.
Moanes Al Mardi, the Editor-in-Chief of Al Bilad newspaper in Bahrain, expanded on the wider challenges confronting the media, particularly the impact of modern technologies such as artificial intelligence. He highlighted the necessity for print journalism to evolve and adapt to remain relevant in a swiftly changing world.
Khaled Orabi, the Managing Editor and Business Development Manager at Muscat Media Group, examined the current state of public relations companies in Oman, noting that the sector has yet to mature into a strong industry compared to other countries.
He pointed out the difficulties local PR firms face, including closures and dependence on international companies, and underscored the vital role public relations plays in marketing, promotion, and backing governments and organizations.
The discussion on the media's role in crisis management was led by Dr. Tariq Al Shammari, Chairman of GSC and CARINTER. He commended Oman’s media professionals for their impartiality and professionalism, crediting the country’s policy of non-interference, initiated by the late Sultan Qaboos bin Said and continued by His Majesty Sultan Haitham bin Tarik.
Al Shammari spoke about the importance of cooperation among administrative, governmental, and media entities in effectively managing crises, providing examples of successful crisis management strategies from the Gulf region.
Dr. Yousef Al Sharif, a media professional and lawyer from the UAE, discussed the relationship between media and family dynamics, emphasizing how media can be utilized positively within legal and legislative frameworks to support families.
In addition to the main speakers, Zayana Al Badaei, the Corporate Communications Manager at Daleel Petroleum, talked about how marketing supports organizations and outlined important factors to consider when planning successful campaigns. Karma Al Taher, the Senior Marketing and PR Manager at Orascom Development Company/Muriya, discussed creative marketing strategies, showcasing the variety of tactics used by Muriya.
Qut Al Qulub, who is also a Project developer, media marketing specialist, and content creator, shared her insights on social media communication, highlighting how content that is both national and meaningful can deeply connect with audiences. She emphasized that impactful and trusted content doesn't have to be shallow to capture attention; instead, it should aim to inspire and bring communities together.
Nadia Al Hamzi, the Marketing Director at Mazoon Dairy, and Dr. Ghedeir Alshammari from King Saud University, Saudi Arabia, talked about ways to improve communication and marketing efforts, focusing on health and nutrition topics.
Anna Popova wrapped up the discussions by sharing her knowledge in public relations, stressing its crucial role in effective marketing and branding.
The conference ended with a ceremony that celebrated the speakers, participants, and sponsors. The Gulf and Arab Press and Media Awards were given out, acknowledging individuals and organizations for their exceptional work in advancing Arab identity, unity, and innovation in media and communication.
Salem Al Jawhari was honored with the Press Award of the Year for his role as Vice President of Oman Journalists’ Association, while the Media Award was given to Muscat Media Group, accepted by Salim Al Habsi, the Advisor to the CEO of the Group.
The event was organized by Nexus Novel, a leading advertising and branding agency known for its innovative strategies and wide range of services. With its expertise, the event is poised to take strategic communication to new heights.
