Introduction

Public Relations is the backbone for success or failure of any country, corporation, or individual.Our mission is to communicate the concept and role of public relations, as the leading force behind success or failure of any entity.

It is the management of reputation through the power of communication.

We are now living in a world of new mindsets and new ambitions. A world where change is more rapid than at any time in history – yet also a world where time-honored resources, honest two-way communication, ethics, smart people, and skillful strategies, still matter. This is the world of public relations today.

This is the age of instant communication. Survival is no longer for the fittest, but for the fastest, yet making sure that all communication is built on values, through delivery of clear and honest messages.

We are in the era of digital revolution, instant messages delivered through social media and technology.

The flow of messages is free, instant, easy, and at everyone’s fingertips. Yet it is a two edged sword: on the one hand it makes communication instant and cheap. On the other hand, there is no control over the recipient.

Therefore, careful planning and time must be given to developing the communication messages.We PR practitioners can make this world a better place. Communication is a key part of our daily lives.

Let us use public relations in its most noble function – to create better communication between nations, by combining wisdom and knowledge, by removing differences and enhancing relations among all of us as human beings, whatever one’s color, country, religion or other background.

The main objectives of the conference are:

• Topromotetheconceptoftheimportanceofpublicrelationsintheregion.• Toexposedelegatesfromtheregion,tointernationalpublicrelationspractice.• TohelpdelegatesfromtheregiontomeetandnetworkwithinternationalPRcolleagues

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Pre Conference workshop: Monday June 24th , 2013

The role of public relations in crisis management

TrainersMr. Halim Abou Seif– Egypt Consultant and trainer in the field of communication and crisis management Communications Director- Rada Research and Public Relations

Dr. Sherine Zaklama-EgyptConsultant and trainer in the field of communication and crisis management General Manager- Rada Research and Public Relations

The Main Pillars:• Theartofcrisismanagement• Theroleofpublicrelationsincrisismanagement• Howtomanagecrisisfromthecommunicationperspective• Thedo’sanddon’tsduringacrisis• CaseStudies• Reallifeworkshop

Order of the day:

8:00-9:00 Registration and networking9:00-10:30 the art of crisis management Definitions The role of public relations in crisis management

10:30-10:45 Coffee break

10:45-12:00 How to manage crisis from the communication perspective The do’s and don’ts during a crisis 12:00-13:00 Coffee break

13:00-14:30 Case studies Implementation of theory Real live workshop

14:30-15:30 Critique of implementation

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The conference:

Conference, Day One: Tuesday June 25th, 2013Day One: June 25th, 2013

08:00-09:00 Registration and Networking

09:30-11:00 Official opening of conference: • Mrs. Rania Abdel Razek, Conference General Coordinator, ARADO • Mrs. Loula Zaklama: & Chairman of the Program Committee, IPRA Past President 2006 • Dr. Refat Alfaouri, General Manager, ARADO • Mr.Christophe Ginisty, President, IPRA

Moderator: Mr. Ayman Salah – Managing Director - lobby Egypt for Puplic Relations Key Note address • Mr.HelioFredGarcia–ExecutiveDirector–LogosInstituteforCrisis Management&ExecutiveLeadershiptomastertheskillofeffective communication- U.S.A • Mr. Dave Senay - President and CEO – Fleishman Hillard, one of the world’s leading strategic communications firms, that has built its reputation on creating integrated solutions-U.S.A

11:00-11:30 Coffee Break

11:30-13:00 Panel 1 Ethics in Public Relations and Media Transparency PRandmediapractitionersoftenfacedifficultiesinthecomplexenvironment in which they operate. Although they need to communicate the truth, their understanding of the truth is imperfect for a variety of reasons. Making consistent ethical decisions in a world where culture and values clash is not easy and that’s why you need clear definition of what ethics in PR are. What is the definition of the truth, transparency, paid vs unpaid media coverage, … ?

Moderator: Mr. Ayman Salah, Managing Director - lobby Egypt for Puplic Relations Panelists: • Mrs. Noha Saad - Media & Public Relations Senior Manager of Vodafone Egypt, the largest mobile phone company in Egypt in terms of active subscribers- Egypt • Dr. Hossam Badrawi – Owner– Nile Badrawi Hospital a private hospital that was established in 1985 in Cairo- Egypt • Mr. Hamish Banks, Middle East & North Africa Business Unit Public Affairs Director – Coca-Cola Atlantic Industries - Egypt Questions and answers

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13:00-14:30 Panel 2 Social Media Engagement

Social media engagement is not about passively pushing promotional content in Face book, Twitter and Pinterest. It is more of a dynamic process that requires listening to the community and crafting content that serves the community’s needs and interests while inviting active participation from them. Social media is changing consumer behavior around the world. However, many businesses have yet to recognize the true powers of social media and are struggling to adapt to this dynamic new medium and take advantage of the opportunities it presents. Are you rightfully engaging with your stakeholders? What are the latest tools for social media engagement?

Moderator: Mr. Philip Sheppard, Managing Partner of Zaparazzi Sprl, BelgiumPanelists: • Mr. Christophe Ginisty - Founder & CEO- Open Agency-France • Dr. Jasim Khalil Merza, head of security awareness , Dubai police academy, Emirates• Rania El Bakry , SR. Manager Digital Marketing & Online Portals division marketing department. Mobinil, Egypt Questions and answers

14:30-14:40 Egypt Air presentation, Egypt Air over View, Mohamed Saad Alashkar, Market Research Manager, Egypt Air

14:40-15:30 Lunch

15:30-16:30 Session 1 Country Branding: The Challenge between tourism and Investment

A country is a brand. Countries all over the world are shaping and re-shaping their national identities as they compete with neighbors, regional blocks for power, influence, and wealth. How can a country implement a branding strategy to promote its identity by combining tourism and investment? Who should run a country’s national branding campaign? How effectively is the brand designed to meet both investment and tourism, considering different stakeholders?

Moderator: Mr. Elhamy El Zayat- Chairman – Egyptian Tourism FederationPanelists: • H.E. Mr. Hisham Zazou - Minister of Tourism in Egypt • Mr.HelioFredGarcia–ExecutiveDirector–LogosInstitutefor CrisisManagement&ExecutiveLeadershiptomastertheskillofeffective communication- U.S.A• Ambassador Raouf Saad, Egypt’s former ambassador to the Russian Federation

16:30 Media interviews will be arranged for the speakers

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Day Two: June 26th, 2013

09:00-09:30 Arrival of the guests

09:30-10:30 Panel 3 Reputation is Performance + Behavior + Communication

A company’s main objective is the leveraging of its reputation. How is reputation the aggregated outcome of performance, behavior and communications? What are the best reputation management practices? Are performance and behavior delivering the communication’s promises?

Moderator: Bart de Vries - Public Affairs - Hollander van der Mey Panelists: • Mr. Thierry Nicolet – Senior VP Press Relations – Schneider Electronic, the global specialist in energy management - France• Mr. Hussein Shobokshi - President- Shobokshi Development & Trading Co, one of the fastest growing business groups in Saudi Arabia developing creative and innovative solutions for the future of infrastructure, industrial processes and financial services.– Saudi Arabia

10:30-12:00 Session 2 Trust Requires Transparency

Moderator: Mrs. Loula Zaklama, IPRA Past President 2006• Mr. Omar Mahmoud – Marketing Research & Communication Consultant – Geneva • Mr. Tamer El Naggar- CEO Taylor Nelson Sofres, a world leader in market research, global market information and business analysis – Egypt • Philip Sheppard- IPRA Board Member, Belgium

12:00-12:30 Coffee Break

12:30-14:00 Session 3 Media Communication During Crisis Moderator: Mrs. Sherine Zaklama-EgyptPanelists: • Mr. Helio Fred Garcia (Author of the famous book: The Power of Communication) • Mr. Bart de Vries - Public Affairs - Hollander van der Mey provide high- quality public relations and public affairs services to enterprises, and advises and supports the realization of communication objectives that are crucial to the success of a company or organization-Holland • Mr. Halim Abou Seif, PR Manager , Rada Research -Egypt • Mrs.RenataPavlov,ExecutiveDirector,MENA-OECDGovernance Programme Training Centre, Caserta, Italy

14:00 -15:00 Excellences in Public Relations “Special Papers from the Region”

15:00 Official closure of conference

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Biography of the Speakers

Prof. Refat Abdelhalim Alfaouri Director General - The Arab Administrative Development Organization (ARADO)In 1983, Al Faouri obtained Business Administration Degree, Specialization (Finance) from Yarmouk University, Jordan. He continued his higher studies and received master degree in Public Administration, School of Public Administration, University of Southern California, U.S.A, 1987. Three year later, he received his Ph.D certificate in Public Policy Analysis & Administration (Major), Organizational Analysis (Minor) from Saint Louis University,

U.S.A, June 1990. His current position is the Director General of Arab Administrative Development Organization (ARADO). He has wide teaching experience in Public Administration, Public Finance, PublicPolicy Analysis, Organizational Theory & Behavior, Human Resource Management, Development Management, Public-Private Partnership, e-Government and he supervised various Master and PHD theses including Time Management of the Jordanian Middle Managers in Public Sectors, Privatization of Jordanian Electric

Companies,AnalysisofReasonsofWrongDecisionsMaking-Exploratorystudybyusingpathanalysisamongothers. He also has great contribution in the field of creativity in UAE public entities. He published several books andarticlesaboutprivatizationandcreativemanagementbasedonArabexperiences.

Mr. Christophe Ginisty IPRA President – FranceWithmorethan20yearsofexperienceinthepublicrelationsindustry,workingforsomeofthetopglobalbrandsboth in BtoB and BtoC environments, I have a longstanding passion for the digital and technology revolution and unmatched proven capabilities to work in an international environment. Skills:Teambuildingandmanagement,Businessdevelopment,PublicRelationsstrategydesignandexecution,

lobbying, political coms, brand management, online influence, social networks and web 2.0 campaigns.EXPERIENCE: May 2011 – Dec 2012: Edelman EMEA : Deputy Managing Director January 1988 – April 2011: Rumeur Publique – Founder and Managing Director OTHER: 1999 – Present International Public Relations Association (IPRA) : Board Member and President elect 2013 2010 – Present INSEEC : Professor of Public Relations and Lobbying 2007 – 2011 Internet sans Frontières : Founder and President Author : Allons enfants

de l’Internet! (2010 – Editions Diateino)

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Mrs. Rania Abdel Razek Conference General coordinator

Ms. Rania Abdel Razek, General Coordinator, Head of Diplomatic, Touristic and Real Estate Unit, Arab Administrative Development Organization (ARADO)Ms. Rania Abdel Razek is the General Coordinator and Head of the Diplomatic, Touristic and Real Estate Unit at the Arab Administrative Development Organization (ARADO). Rania joined ARADO in 2002 as the Coordinator of the professional Awards and has been working from 2006 on as a coordinator of the Entrepreneurship and Family Business Unit, responsible for organizing and managing various scientific conferences,

seminars, symposiums, and sponsorships.Rania holds a Master of International Economics from the Faculty of Commerce of the Ain Shams University in Egypt.

Mr. Helio Fred Garcia Executive Director – Logos Institute for Crisis Management

For more than 30 years, Helio Fred Garcia has helped leaders build trust, inspire loyalty, and lead effectively. He is a coach, counselor, teacher, writer, and speaker whose clients include some of the largest and best-known companies and organizations in the world.He is the author, most recently, of The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively, FT Press, 2012.Fred is president of the crisis management firm Logos Consulting Group and executive director of the LOGOS

INSTITUTEforCrisisManagement&ExecutiveLeadership.HeisbasedinNewYorkandhasworkedwithclientsindozensofcountriesonsixcontinentsFredhas33yearsofexperiencecounselingsecuritiesfirms,banks,insurancecompanies,specializedfinancialandprofessionalservicefirms,corporations,not-for-profits,andgovernments.Hehasparticularexpertise incrisis, change, and risk management; crisis communication; international security issues; international financial transactions; corporate governance; business ethics; and leadership.

Dr. Jasim Khalil MerzaHead of security awareness , Dubai police academy, Emirates

OCCUPATION: Colonel-ranked Dubai Police Officer;BIBLIOGRAPHY: He published 8 publications, the most important of which are:1. Public Relations & Philanthropy in Policing arena;2. Security Mass Communication between Theorization & Application;CAREER EXPERTISE:Accredited trainer authorized by the UAE Administrative Development Institute and at a number of specialized institutes.

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Mrs. Loula Zaklama 2006 Chairman of the Program Committee -Egypt & World President IPRA - 2006President and Managing Director, Rada Research & Public Relations Co.Mrs.Zaklamaisapublicrelationsandmarketingexpertwith50yearsexperienceincommunication.

Herspecialexpertiselies,indesigningmarketingandcommunicationstrategies,forEgyptian companies, and multinationals in Egypt, such as IBM, Chrysler, Procter & Gamble, Cadbury, Avon, France Telecom, La Farge, RIM Blackberry, and Dow Chemicals.She is a communication consultant and strategic planner to various government entities, mainly in: - GAFI (General Authority for Investment and Free Zones) for the Egypt Investment Promotion campaign presently being implemented in 10 countries (Europe, M.E. and Asia- The Ministry of Housing- The Ministry of Communication and Information Technology

- Egypt air- The Great Museum Mrs. Zaklama held several international and local positions, among which are:• ElectedWorldPresidentforInternationalPublicRelationsAssociations(IPRA)for2006.• BoardmemberofGallupInternationalfor2002-2006.• BoardmemberoftheAmericanChamberofCommerceEgyptfor2002-2006.• BoardmemberoftheEgyptInternationalEconomicForumfor2009-2012.• BoardmemberoftheCanadaEgyptBusinessCouncilfor2011-2014.• BoardmemberoftheBritishEgyptianBusinessAssociationfor2011-2014.All of the above have earned her many titles, merits and awards including:• RecipientoftheAtlasAwardInternationalLifetimeAchievementOctober2007,presentedbythePublic Relations society of America.• Selectedasoneofthe50ArableadingbusinesswomenintheMiddleEast2006,byForbesMiddleEast.• ReceivedtheAmCham“SpecialAchievementAward”in2004.• Selectedasoneofthe50LeadingWomenEntrepreneursoftheWorldbytheStarGroup,sponsoredbyIBM and Fortune Magazine, in May, 1998.• ReceivedtheSamirFaresAwardattheInternationalAdvertisingAssociationCongressheldinCairo,May 1998, for outstanding contributions to I.A.A.• ReceivedtheMedalofMerit,InternationalAdvertisingAssociation,Chicago,1986.In 1982 she founded Rada Research & Public Relations Company and is currently its President and Managing Director. The company is the only one in Egypt specializing in three disciplines: Marketing Research, Public Relations, and Training. Mrs. Zaklama graduated from the American University Cairo with a BA in Mass Communication. She continued her studies in advanced marketing research in Burke Institute, in Cincinnati, USA.

Mr. Hamish Banks Director, Public Affairs and Communications, The Coca-Cola Company Middle East and North Africa Business Unit

Mr. Banks serves as Director of Public Affairs and Communication for The Coca-Cola Company’s Middle East and North Africa Business Unit, covering 33 countries in a region stretching from West Africa to Pakistan. Previously, he spent five years based in Dubai as the Head of Corporate Communications for Legatum, a private investment group, and led the continent-wide Africa Awards for Entrepreneurship. He has lived and worked in the USA, Europe and Asia in addition to the Middle East and has held regional, global and local management positions in international marketing and advertising organizations. Mr.BanksisagraduateofOxfordUniversity.

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Mr. Dave Senay President and CEO – Fleishman Hillard

During his 30-year career in public relations, Dave Senay has worked across multiple communications practices throughout several regions of the world. Senay, 56, joined Fleishman-Hillard’s St. Louis headquarters staff in 1984 as an account executivefocusing on consumer marketing. In the 28 years since, he has taken on increasing responsibilities, serving at various times as a group leader; as a general manager of the St. Louis headquarters office; as a regional president for the Midwest, for Canada, and for Europe, the Middle East and Africa. He became the third president and chief executiveofficerofthefirminJuly2006.

In his role as CEO, Senay has transformed the agency to respond to major trends such as the convergence of social media with traditional communication channels; In 2008, he completed two 30-day missions to the Asia and European regions. In June 2011, Senay served as a Referee President of the PR program judging of the Cannes Festival of Creativity. Senay received degrees in general business studies and communications from Saint Louis University, where he also studied international marketing at the graduate level. He is a graduate of the Omnicom Senior Management Program, presented jointly by Harvard School of Business Faculty and Babson College on behalf of Omnicom, a leading worldwide communications holding company that is the corporate parent of Fleishman-Hillard. He is a member of various public relations organizations, including: an accredited member of the Public Relations Society of America; the Public Relations Seminar (including its Planning Committee); the Council of Public Relations Firms where he is chairman-elect for 2013; and the Arthur W. Page Society.

Mrs. Noha Saad Media & Public Relations Senior Manager of Vodafone Egypt

Currently, The Public Relations and Media Senior Manager at Vodafone Egypt.Noha Has joined Vodafone Egypt for over 10 years, she acquired a wealth of knowledge andwideexperienceinMarketingcommunications,AdvertisingandPublicRelations... and Corporate Responsibility, where she led the formation of Vodafone Egypt Corporate Social Responsibility Department, and Vodafone Egypt Foundation, one of the leading corporate Foundation in Egypt.Noha is a known Communication practitioner in Egypt and a public speaker, advocating for CSR in the region and now PR , sharing best practices from Vodafone Egypt and around the world.

Noha was one of the 1st Egyptians to acquire a diploma in the Social Responsibility from the Ashridge University in the UK as well as an advanced Diploma from Imperial Colleague in the UK focusing on Sustainability and reporting. Before joining Vodafone Egypt , she worked for 6 years as PR Accounts’ Director at Promoseven Egypt (Adv. & PR agency affiliated with McCan Erickson and Weber Shandwick) , handling key accounts : Vodafone, Coca Cola, General Motors, Gillette and Boeing.Married with one handsome 11 years old boy .

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Philip Sheppard- Belgium

Philip Sheppard is Managing Partner of Zaparazzi sprl, a public affairs consultancy based in Brussels. www.zaparazzi.com Zaparazzi specialises in domain name policy, intellectual property rights and government affairs. Another part of the consultancy focuses on coaching and meeting facilitation.He is a graduate economist and previously worked with Shell in London and Ireland and Dubai. After running his own PR company, he then worked as a consultant for Ernst & Young in Switzerland. More recently he was Public Affairs Manager for the European Brands Association – AIM, based in Brussels. He represents business interests on Internet issues within ICANN and is a member of

the European Commission Stakeholders Dialogue Group. Philip is also a freeman of the City of London and Vice-President of the Society of European Affairs Professionals (SEAP).Philip was IPRA President in 2007. He joined IPRA in 1994, has been a Council member for Belgium and served three previous terms on the Board. He chaired the Presidential Committee on governance. He chaired the Codes Revision Committee in 2009 which led to IPRA’s current unified code of conduct and its translation into almost 30 languages.

H.E. Mr. Hisham Zazou Minister of Tourism in Egypt

Over 25 yearsof relevantprofessional experience leadingmulti-facetedoperationsin the fields of tourism. Sound in-depth understanding of current national and international tourism trends, environmental issues and technological developments that impact the future of the tourism industry. A solid background in diversity management, marketing, sales and effective employee management have provided a strong basis for delivering innovative business solutions through conceptual thinking. Participation in international travel fairs, seminars, workshops, bilateral negotiations and meetings, … have provided foresight into analyzing markets and competitor behavior. Extensive overseas travel has been a valuable asset in networking and

consultation. Articulate in negotiating contracts with major firms in globally-oriented markets and ability to work closely with other governments officials, both locally and internationally, Board Directors, member associations to develop alliances with organizations with common interests. Working in multi-national environments has facilitated an understanding of the diversity of cultures and has contributed to enhancing interpersonal and communication skills.

Bart de Vries Public Affairs - Hollander van der Mey Panelists

BartdeVries (1955)hasover25yearsexperience inpublic relationsasaconsultantand, later, managing director of one of Holland’s two oldest PR agencies. HvdM was founded in 1951. His clients have come from areas as diverse as government relations, labour relations, consumer electronics, aviation, construction, medical, retail, personal care products, fashion, and architecture. Heisalsoacontributortoindustrypublications,aco-authorofatextbookonPRforuniversitiesand academies. He has been an IPRA member since 1999 and an IPRA Board member since 2009. Bart was educated in broadcasting for radio and television in Los Angeles.

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Mrs. Rania El Bakry Head of Digital Marketing & Online Portals division marketing department. Mobinil, Egypt

Rania El Bakry currently heads Digital Marketing & Online Portals division within Mobinil’s marketing department. She has been working in the digital field since 2006. She began her career in television in Canada where she joined CanWest Global Television, Canada’s largest independent television station, in the field of sales promotion. She then moved back to Cairo to join the country’s leading mobile service provider, Mobinil. In her 14 years in Mobinil, she worked in various areas within the company ranging from public relations & events to corporate sales support to strategic marketing and finally to digital communication.

Rania holds a Bachelor degree in Public Relations (BPR) from Mount Saint Vincent University in Canada. She then pursued a Masters degree in Journalism and Mass Communication at the American University in Cairo.Rania has been and continues to be an instructor of media writing and media fundamentals with the American University since Fall 2001. She is also a collegiate member of the International Public Relations Association (IPRA) and continues to be involved with the Metropolitan Immigrant Settlement Association (MISA) in Canada. When she is free, Rania enjoys reading, travelling and yoga.Rania is a published author with a chapter on The Contingency Theory of Accommodation in Public Relations and its Applicability to the Telecommunication Sector in Egypt in a book entitled Mass Media Research: International Approaches published by the Athens Institute for Education and Research (ATINER) in 2006. She also participated as a speaker in several digital marketing events in Egypt, including Digital Boom, Click Egypt and Digital Marketing Arts.

Mr. Elhamy El Zayat Chairman – Egyptian Tourism Federation

BA in Management (Cairo University) – 1965 MBA in Management (American University in Cairo) – 1972 , DBA, ( HON ) Degree in Business Administration PhD. ( HON ) Degree in Business Administration Diploma in Spanish, Language & Literature; (MadridUniversity)–1964PreviousWorkingExperience:1960–1961MathematicsTeacher in French language School: Lycee Francais – Bab El-Louk 1961 – 1966 Mathematics Teacher in French language School: Lycee Francais – Giza 1965 – 1967 Haby Travel 1976 – 1970: Sales Representative (Pan American World Airways) 1970 – 1972: General Manager – Libya (Pan American World Airways) Professional Occupation 1977 - Present: Emeco Investment Group – Chairman & CEO Emeco

Travel - Chairman & CEO Emeco Travel Services – Chairman & CE0, Alpha Airlines Agency (AAA) – Chairman , Emeco Floating Hotels – Chairman & CEO, Emeco Nile Cruises – Chairman & CEO , Emeco Transport – Chairman & CEO,EmecoFoods–Chairman&CEO,PhoenixAutomotive–Chairman,PhoenixFreeZone–Chairman,AwardsReceived Honorary Member of the New Zealand Order of Merit (MNZM) – 2007, Presented by the New Zealand Government. IMEX Academy Award 2005, Presented by IMEX Academy. Twentieth Century Achievement Award, Presented by the American Biographical Institute U.S.A. 2000. Man Of the Year 1997Presented by the American BiographicalInstitute.WorldPeaceThroughTourism1997,PresentedbyAmericanExpress&Reed,Personnalitede l`annee – Distinction International - Tourisme 1993 Presented by France

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Ambassador /Raouf Saad Egypt’s former ambassador to the Russian Federation

Egypt’s former ambassador to the Russian Federation. Previously, he held several prominent positions with various organizations including senior assistant to the Minister of Foreign Affairs and Assistant Foreign Minister for International Economic Relations. He also served as Egypt’s ambassador to the European Union, and as chairman of the 3rd preparatory meeting of the regional strategy on intercultural dialogue and cooperation for the Mediterranean. He also served as an MP and chairman of the Foreign Relations Committee in the People’s Assembly. He headed several Egyptian delegations in international events, including the 7th Forum on Democracy, Development and Free Trade in Doha, and the Meeting of the Economic

and Social Council of the League of Arab States. He was also chairman of the G77 group of developing countries attheUnitedNations inNewYork.Hewasawarded“theGrandCroixdeLaCouronne”byHisRoyalHignessAlbert II, King of Belgium in 2001. Ambassador Saad is also medal holder of the Russian Society for Afro-Asian Peoples Solidarity. He obtained his B.A. in economics and political science from Cairo University.

Mr. Tamer El Naggar CEO Taylor Nelson Sofres,– Egypt

CProfile:Tamer is the regional Chief Executive Officer for TNS North Africa. Hisexperience encompasses leading key client accounts, overall research design,championing key research solutions and overall strategy & business development.Academic background: Tamer holds an MBA from Maastricht School of Management with focus on Globalization, and a BA from the American University in Cairo with specialization in business & computer science. Naggar has been a key speaker and lecturer in various universities, conferences, and events. He is a member of the American Chamber of Commerce and represents Egypt. In 2002, he was elected North Africa & Middle East representative in the Association of European Market ResearchInstitutes.AttheAEMRIBerlinConference2002,hispaper“NewProduct

DevelopmentintheME”wasprizedthe“bestpaper”award.In2009,hewasnominatedEgypt’srepresentativeat the ESOMAR (European Society of Market Research) and has been the representative since then.

Mr. Thierry Nicolet Senior VP Press Relations – Schneider Electronic – France

Thierry Nicolet has been leading the Press Relations activities of Schneider Electric since 2008 in 45+ countries through a network of local Marketing Communications Managers, PR Managers and PR Agencies.Prior to his current position, Mr. Nicolet lead the Press Relations efforts world wide for more than 5 years at APC (until its acquisition by Schneider Electric) by setting up and analyzing key performance indicators, engineering global robust processes and by providing guidelines, assistance and coaching to Marketing managers and Agencies.Mr. Nicolet has over 20 years of Marketing Communications experience aftergraduating in Business Administration and International Trade from European Business School Paris. Fluent in French and English and conversational in German,

heenteredAPCasanInsideSalesEngineerandrapidlyexpressedaninterestforMarketingCommunicationtobecome Marcom Manager for France, UK, The Nordics, Middle East and Africa. He then got involved with product marketing after which he also headed the Direct Marketing, Email Marketing and Customer Retention efforts for the whole region to finally take the role of PR Director for EMEA. ThiswidescopeofresponsibilitieshasgivenhimanextensiveproficiencyinMarcomdemanddriverswhichhenow uses to support Schneider Electric’s strategies, messages and solutions introductions.

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Mr. Hussein Shobokshi President- Shobokshi Development & Trading Co, – Saudi Arabia

Academic Qualification : The University of Tulsa, Tulsa, Oklahoma, USA, B. A. (Political Science & Management)1982-1985, Board Member : Shobokshi Development & Trading Company Okaz Organization for Press & Publication Aseer Company. Brief Summary: Hussein is a Saudi businessman involved in diversified business. He is also an economic consultant and a media commentator. In the recent past he hosted his own daily TV program ‘Al Taqreer with Hussein Shobokshi’ on Al Arabiya TV channel which was the leading Arab economic show. He is also a columnist and writes for Asharq Al Awsat, the leading Arabic daily newspaper in the Middle East and publishes articles in specialized magazines and leading general interest Arabic publications

such as Arab News, Al Eqtisadiah, Al Alam Al Youm, Okaz, Al Medina and Al Nahdat newspapers.He is also a columnist and writes for Asharq Al Awsat, the leading Arabic daily newspaper in the Middle East and publishes articles in specialized magazines and leading general interest Arabic publications such as Arab News, Al Eqtisadiah, Al Alam Al Youm, Okaz, Al Medina and Al Nahdat newspapers.In 1995, he was chosen as one of “GlobalLeadersforTomorrow”attheWorldEconomicForum.HewasthefirstSaudiorGulfbusinessmantobechosen in the Prince of Wales Business Leaders Forum.

Mr. Omar Mahmoud Marketing Research & Communication Consultant – Geneva Marketresearcherwithmorethan25yearsofexperienceinresearchandmarketing,in Procter & Gamble, Novartis Consumer Health, and UNICEF.Worked on several global brands: Pringles, Pampers, Pantene, Ariel, Always, Oil Of Olay, Gerber, Ovomaltine, Isostar, Otrivin, and Voltaren.Taught Market Research, Marketing, and Business Thinking at The International

University in Geneva. Lectured at universities in WE and NA.Areasofexpertise include Innovation,Branding,AdvertisingResearch,ConceptDevelopment, andDecisionMaking.PublicationsMore than 30 articles published in marketing and management magazines including an award winning paper, “Theoperationwassuccessfulbutthepatientdied-Whyresearchoninnovationsucceeds,yetinnovationsfail.”Other Professional Information:RegularcontributortoResearchWorld“Think”column,andtoAdmap“Onmarketing”column.Currently on the Editorial Board of the IJMR (International Journal of Market Research).Regular speaker at conferences and business schools.

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Dr. Sherine Zaklama-Egypt communication and marketing research consultant- RADA- Egypt

Dr. Zaklama is a communication and marketing research consultant. She has conducted research studies in diversified categories (FMCGs, IT, Small and Medium Size Enterprises, Financial Institutes, medical firms and social studies). She also trained and evaluated marketers and NGO’s to the state-of-the-art techniques of research, qualitative and quantitative involving moderation, questionnaire construction, report writing, selecting methodologies and sampling. She is also a communication consultant and communication trainer on crisis management, media interviews, reputation management and communication campaigns.Along with her work in Rada Research, she is a part time professor at the American University in Cairo (AUC) and Misr International University (MIU), as well as a distinguished trainer with

the Burke Institute for the training programs of the NGO’s in Egypt and a trainer for the Media Development Programs in Egypt, funded by the USAID.Dr.Zaklama is an internationally accredited trainerbyTheChartered InstituteofPublicRelations in England“CIPR”, theChartered Institute of Marketing (CIM) in England. She is also an accredited trainer at the American University in Cairo. LeadingmultinationalsinEgypthaveaccreditedher:“ThebestmoderatorintheMiddleEast”.Dr.ZaklamawontheGALLUPINTERNATIONAL AWARD FOR: The most outstanding presentation given at the Belgrade conference in May 2005

Ms. Renata Pavlov Executive Director of the MENA-OECD Governance Programme Training Centre of Caserta, Italy

Renat is aCommunications and InternationalAffairs expert and held consultantpositions with a number of private and public companies, in Italy and abroad . In recent years she served as the Advisor for International Relations and Communications strategies to the Minister of Infrastructures and Transportation of Italy; as the Consultant of the European Commission in Brussels and most recently as the Advisor for International Affairs and Cooperation to the Minister of Public Administration and Innovation of Italy.She has been involved with a number of research programmes into communications and developed and taught training courses on leadership and soft skills.

SheiscurrentlytheExecutiveDirectoroftheMENA-OECDGovernanceProgrammeTrainingCentreofCaserta,Italy, which was established by the Italian School of Public Administration and the OECD with the mission of developing training courses to support public administrations of the Arab countries and promoting initiatives for capacity building.Renata Pavlov holds a MA degree in International Relations and an MBA degree from the University of Pennsylvania.Sheisfluentinsixlanguages.

Mr. Halim Abou Seif PR Manager , Rada Research -Egypt

Mr. Halim Abou Seif is a Communication consultant, with over twenty five years of experience inmarketing, public relations, the art of communication and eventmanagement planning. He has extensive experience in planning campaigns forinternational and local clients in Egypt and the Middle East.Mr. Halim handled major accounts throughout his career as communication practitioner with a proven expertise in managing successful events and inmedia relations and crisis resolution and training. He conducted training in crisis management, media interviews, reputation management and communication campaigns .Mr. Halim has handled crisis issues with broad spectrum of clients.Mr. Halim is an accredited trainer of Public Relations at the American University of Cairo;

teaching post graduates a diploma from Charter Institute of Public Relations in London and also a certified teacher of Public Relations at Misr International University (MIU) since 2001, teaching public relations strategies and integrated marketing communications.

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Prof. Hossam Badrawi Prof. Hossam Badrawi, a prominent physician and a well known politician, President of the Badrawi Foundation for Education and Development. He is the founder and the honorary chairman of the Egyptian Council of Competitiveness ENCC. http://www.encc.org.eg/ and chaired the OB/GYN department in Cairo University’s Medical School 2009/2010. He graduated from Cairo University kasr El Aini 1974, with an honors degreeProf. Badrawi was an elected member of the Egyptian Parliament and chaired the

Committee of Education and Scientific Research for five years (2000 to 2005). In 2001, he also chaired the joint committee of the Parliament for the Intellectual Property Rights (IPR) legislation in Egypt and led key initiatives to ensure successful legislation of the law that was fundamental for Egypt’s ability to participate in the trade agreements with the European Union. He is a founder member of the board of Arab Parliamentarians against Corruption; Badrawi is an entrepreneur. He started the first healthcare management organizations company in Egypt that is currently one of the largest HMOs in the private sector 1989.

Mr. Ayman Abdel Rahman Salah - Holder of a B.A. from the American University in Cairo majoring in Political Science, 1991.- Founder, Board member & Managing Director, LOBBY EGYPT for Public Relations, Lobbying & Public Policy Advocacy - Founding member & Sec. Gen. Egyptian Development Corridors Foundation (EDCF). - ProgramPresenter,“ElBorsaElYom”DailyLiveShowontheStockMarketinOTV- Conducted Trainings in, Family Governance, Association Management and Public Relations

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