Over the decades, global agencies created and developed their media training modules / curriculums based mostly on western media environments and a set of standard guidelines, tips and dos and don’ts that can be completely irrelevant to the region. In the absence of locally or regionally developed modules that are designed to prepare spokespeople for real life media interactions in the UAE, Saudi Arabia, Kuwait, Qatar, etc., those standard media trainings worked for some time, but there is a growing mismatch between what the agencies are offering and what the clients or spokespeople are looking for. This mismatch is growing fast due to many reasons including but not limited to the exceptional economic growth some markets are experiencing, the evolving local government / media context, the digital-first approach in comms, the shrinking traditional media scene, online vs. face to face media interviews and most importantly attention span deterioration (both our media training participants and their audiences afterwards).
Who is this training for?
This interactive workshop is designed to help agency staff (with 8 years of experience or more or Account Director and above) and their in-house counterparts – who regularly interact with spokespeople and help them prepare for media opportunities, events and stakeholder engagement – step up their game, update their offering and make it more relevant.
The ultimate goal is for the participants to take what they learn in this session and immediately update their media training programs, proposals, decks and delivery method. The facilitator also recommends a target to be set for those who participate to achieve on an annual basis (i.e. training / updating others in the agency, x number of client sessions to be secured and delivered by the participant, etc.).
Agenda
08:30 AM – 09:30 AM
Arrival & Networking
09:00 AM – 10:00 AM
Introduction, emerging media trends, channels, digital content,evolving audience preferences that impacted media training curriculums and recommended spokespersons’ techniques
10:00 AM – 11:30 AM
Other regional specific trends that impacted the content and delivery of media trainings over the past 10 years
11:30 AM – 11:40 AM
Break
11:40 AM – 12:15 PM
Body language and what today’s platforms and videographers are looking for in a spokesperson or a thought-leader (including on-camera practice)
12:15 PM – 01:00 PM
Recap – recommended improvements on media training’s content and delivery methods (including on-camera practice)
Location
Murdoch University Dubai
Date & Timings
Thursday, 6 June 2024
8:30 AM – 1:00 PM GST
Facilitator
Mahmoud Fansa
MEPRA Strategy Board Member and Regional Communications Director at GE Vernova
Mahmoud is a senior communications strategist with more than 20 years of experience working with diverse global teams and clients across multiple sectors, including government, infrastructure, transportation, manufacturing, technology, and sustainability. In his current role, he oversees strategy development and execution of both external and internal communications in the region to support GE Vernova’s 12 businesses and accelerators across the energy value chain.
Previously, he held senior positions in leading organizations and global agencies such as the head of communications at TECOM Group supporting its portfolio of 10 sector-specific business districts and
startup incubators, and the head of communications at UASC, a global shipping line that merged later with Hapag Lloyd, where he managed key global projects including the introduction of the
world’s first LNG-ready large container vessel fleet. Mahmoud also held senior positions at Hill & Knowlton and BCW.
In addition to extensive UAE and Pan Arab experience managing clients and projects across MENA, Mahmoud’s understanding of global geopolitical, economic and media developments has seen him lead communications projects and media trainings in Washington DC, London, Paris, Brussels, Kuala Lumpur and Riyadh.
Mahmoud holds a bachelor’s degree in Journalism and Mass Communications from Yarmouk University – Jordan, and a master’s degree in Strategic Marketing from the University of Wollongong.
Training Fees
MEPRA Members: AED 250
Non-Members: AED 750
Accreditation
This workshop provides 5 CPD points for CIPR account.