Welcome to the 15th edition of the Global PR Trends Summit.

The first ever Global PR Trends Summit was organized in March 2011 in Belgrade, Serbia. Since then, the event has been held record 14 times in some of the world’s most exciting cities and countries, including Morocco, Jordan, Qatar, Azerbaijan, Turkey, Bulgaria, Russia, Czech Republic and Kazakhstan.

For the 15th edition of the Global PR Trends Summit, which is going to take place from 29-30 March 2015 at the InterContinental Cairo City Stars Hotel in Cairo, we have prepared for you an interactive programme focusing on the latest trends in the global PR world, with special focus on: reputation management, crisis communications, CSR and digital PR.

The most exciting thing about our agenda is, of course, the amazing speakers that are going to present at the event.


Karim Seifeddine

Head of Corporate Communications, Middle East and AfricaCiti

Karim Seifeddine is Citi’s Public Affairs and Government Relations Head for the Middle East and North Africa Division. For the past 12 years, he’s been responsible for Citi’s corporate communications practice in the region, including media relations, CSR activities, internal communications, and branding. Between 2001 and 2002, he served as Public Relations and Communications Head at Banque Saudi Fransi in Riyadh, Saudi Arabia, where he managed the bank’s media relationships and organized community participations on behalf of the bank. From 1994 to 2000, he held various editing positions in the Gulf with the regional Al-Iktissad Wal-Aamal Magazine, where he established and administered country office in Riyadh, Saudi Arabia; prepared monthly reports on the Saudi economy, capital markets, top financial institutions, telecom and petrochemical projects, industrial establishments, local corporates, family business groups, and other main business players; and interviewed and profiled leading figures in public and private sectors. Karim holds a Bachelor of Arts in International Relations and a Masters of Arts in Economics from Boston University.

Piers Schreiber

VP Corporate Communications And Public AffairsJumeirah Group

Piers Schreiber has 20 years of experience in international corporate communications. Prior to joining Jumeirah, he was the co-founder of The Communication Matrix, a consultancy specialising in communication strategy, change management and multinational media relations. His clients included the International Finance Corporation (World Bank), Shell, Dell, Nutricia, Zain, Mubadala and BT. He previously headed corporate communications for KPNQwest in the Netherlands, ran the European corporate practice for Ogilvy Public Relations in Brussels and spearheaded European Commission projects for The Rowland Company (Saatchi & Saatchi) in Brussels, Prague and across central and eastern Europe. In his earlier career he was PR Officer for the Delegation of the European Commission in Prague, lectured at Charles University, Prague and also at the Université de Poitiers, France. A British citizen, Piers Schreiber graduated from Peterhouse, Cambridge University and has an MBA from the University of Strathclyde.

Mary Jo Jacobi

Corporate Director And Strategist And Former Communications ChiefHSBC, Lehman Brothers, Royal Dutch Shell And BP America

Mary Jo Jacobi Jephson is a renowned expert in reputation, brand and crisis management drawn from her extensive experience at senior levels of the corporate, public and voluntary sectors on both sides of the Atlantic. Most recently, Mary Jo worked with BP on its response to the Gulf of Mexico oil spill in the United States. She previously led reputation management for Royal Dutch Shell, Lehman Brothers, HSBC Holdings and Drexel Burnham Lambert, and she devised and executed the award-winning global brand strategies for Lehman and HSBC. Mary Jo was appointed Assistant US Secretary of Commerce by President George H. W. Bush and was Special Assistant to President Ronald Reagan, who also appointed her to his Advisory Committee on Trade Negotiations. She began her career in Washington on the staff of the US Senate Commerce Committee. In 2012 British Prime Minister David Cameron appointed her to the Advisory Committee on Business Appointments, following her service to HM Queen Elizabeth II as a Civil Service Commissioner. She is a non-executive director of the Weir Group PLC, Mulvaney Capital Management and Panafsat and a member of the advisory board of Fink Africa. She is also a member of the FCO’s Wilton Park Advisory Council, the International Advisory Board of the Hudson Institute’s Center for Global Prosperity and a Visiting Fellow of Oxford University’s Centre for Corporate Reputation. Formerly a director of Tate & Lyle plc and Drexel Burnham Lambert, Mary Jo was the first woman to chair the board of the Ladies Professional Golf Association and subsequently served on the Ladies European Tour’s board. She has been a US-UK Fulbright Commissioner and a Director of the American Council on Germany, the Center for the Study of the Presidency and the Congressional Management Foundation, as well as a Fellow of the Industry and Parliament Trust and the RSA. Mary Jo is a frequent lecturer and public speaker and provides commentary on American public affairs for British broadcast media.

Colleen Harriss

Former Press Secretary To Prince Charles and Princes William And HarrryOfficial Spokesperson, William And Kate's Wedding

With more than 25 years’ experience ranging from the British Royal Household, via Downing Street, to international NGOs, Colleen Harris has a strong track record of working in high-profile media and communications roles. This professional experience is complemented by a broad portfolio of trusteeships and non-executive director roles in the arts, education and health. Colleen held a senior communications position in the Prime Minister’s Office before being appointed Press Secretary to HRH the Prince of Wales, and was the first Black member of the Royal Household. She handled the media for The Prince of Wales during some of the most turbulent years, and also media-managed the emergence of Princes William and Harry into the public eye. Her career has included senior posts in the Deputy Prime Minister’s Office, and the Cabinet Office as well as in non-departmental Public Bodies. She has worked in Britain and abroad as a consultant with private companies, non-profit organisations and UN agencies, including the World Health Organisation. Colleen’s work in a wide variety of contexts has taught her about managing individual reputations, as well as how to use brand-development techniques to help clients identify and take full advantage of their strengths and skills – equipping them to define their own public profiles, and achieve personal and business success. Colleen’s board-level and executive experience has given her a good appreciation of how to inspire and lead teams, as well as insight into the qualities that CEOs and boards look for in high-level executives.

Donald Steel

Former Chief Communications AdvisorBBC

Donald Steel is a specialist in reputation and issues and crisis management, and works with companies in the UK, Europe and Asia Pacific. He was until earlier this year the BBC's Chief Communications Adviser and was for 11 years the Corporation's Chief Media Spokesman. In this role, he was responsible for the management of some of the biggest media stories of the decade, from the murder of the TV presenter Jill Dando, a terrorist bomb attack on BBC's London Television Centre and the kidnapping of the BBC journalist Alan Johnston to the furore in the Arab world over the BBC and Sky TV's decision not to screen a charity appeal for the people of Gaza on impartiality grounds. He is widely regarded as an expert in the reputation and crisis communications fields and is a frequent speaker on the the topics, including at the London School of Economics. Recent and forthcoming engagements include London, Amsterdam, Prague, Madrid, Belgrade and Skopje, and he will shortly begin an extensive speaking tour of Dubai, Mumbai, Singapore and Hong Kong. The BBC Academy, Europe's largest broadcasting training facility, made him its first Associate Fellow in 2010 and he was elected a Fellow of the Royal Society of Arts in 2009. In addition to his own practice, he has just been appointed Associate Director at Johnston Associates, the UK's leading aviation PR firm, based at London Heathrow. He is also retained as a communications adviser to the BBC.

Patrick Jephson

Former Private Secretary, Princess Diana And New York Times Bestselling Author, Shadows Of A Princess

Born and raised in Ireland, Patrick has a masters degree in Political Science from Cambridge University. Commissioned into the Royal Navy, he served at sea and ashore all over the world before being selected for duty in the Royal Household. For eight years he was Equerry and the first and only Private Secretary (Chief of Staff) to HRH The Princess of Wales. He was appointed Lieutenant of the Royal Victorian Order (LVO) for personal service to the Sovereign. His work for Princess Diana involved daily contact with officials at all levels up to head of state. He organised Diana’s public duties and journeyed with her to destinations on five continents encountering personalities as diverse as Prime Minister Margaret Thatcher, President George H W Bush, Mother Teresa, Luciano Pavarotti and the Emperor of Japan. After Princess Diana’s death he took up full-time writing, his first book Shadows of a Princess becoming a New York Times bestseller. He has subsequently written widely for newspapers and magazines and contributed to leading TV programmes on both sides of the Atlantic. He is also in regular demand as a conference and motivational speaker to influential audiences in the USA, Europe and Middle-East.

Lorne Riley

Director, Corporate Communications Communications & Business DevelopmentDubai Airports

Lorne Riley Director, Corporate CommunicationsDubai Airports Lorne is a communications professional with over 25 years of experience in corporate reputation management, media relations, internal communications, marketing communications, facilitation and training. As Director of Corporate Communications at Dubai Airports, he is responsible for elevating and safeguarding Dubai Airports' corporate reputation including all facets of corporate and digital communications, customer/employee engagement and issues management. Lorne led the efforts to secure, coordinate and deliver two seasons of "Ultimate Airport - Dubai" a 10 part documentary series featuring Dubai International and Dubai's aviation sector aired globally in over 160 countries on National Geographic Channel. Before joining Dubai Airports, he was Assistant Director Corporate Communications at IATA where he was responsible for all facets of corporate communications at IATA including coordination of media activities in EMEA, managing PR agencies, coordinating speaking engagements, conducting interviews and writing/distributing speeches and releases on local/regional/global issues.

Wendy Gold

International Communications Manager, Skin & Oncology InnovationRoche

Wendy is a seasoned PR and corporate communications professionals with PR experience in the healthcare and the technology sector. Before joining Roche in December 2014, she managed the Corporate Communications department for GE Power Energy in France. For 6 years, between 2006 and 2013, Wendy also managed Microsoft's PR activities across Europe.

Maha Nagy

Head of Communications and PRQsoft Holding

Maha Nagy heads the Communications and PR division at Qsoft Holding, one of the rising media companies in Egypt and the Middle East. Since she joined the company in 2013, Nagy has been handling all strategic communications and public relations activities for all companies and projects of the group with a special focus on its flagship project Al-­‐Bernameg show with Bassem Youssef. She has more than nine years of experience in the field of public and media relations as well as extensive experience in crisis communications and all aspects of event planning and management. Prior to joining Qsoft, Nagy worked as the Executive Director of Organizational Consultants, one of the leading public relations and communications companies in Egypt. With a team of communication specialists, she served a diverse portfolio of clients from different industries including Coca Cola, Schneider Electric, SODIC, Italcementi, Vodafone and others. Before moving to the private sector in 2006, Nagy worked an International Communications Coordinator at the Egyptian Cabinet of Ministers. Nagy holds a bachelor’s degree with honors in Mass Communications from the American University in Cairo.

Sarah Walker Kerr

Regional Director of Public Relations MEAThe Ritz-Carlton Hotel Company LLC

Sarah currently oversees the PR & Social Media for The Ritz-Carlton Hotel Company at a brand and regional level across Middle East, India & Africa. Sarah landed on the shores of Dubai in the mid 90’s to open one of the first luxury resorts in Dubai. A regional expert with a global lens and pioneer of the luxury PR industry, having worked across a number of international and home grown brands engaging the affluent traveler from across the MENA region. Hailing originally from Scotland and is a member of the CIPR UK.

Tomas Jenssen

Senior Director Corporate CommunicationsM&C Saatchi World Services

Tomas is currently heading the Corporate Communications practice at M&C Saatchi World Services. He also partners with the entrepreneurial ecosystem in Istanbul – developing communications strategies for IT companies, designers, NGOs. He is also a mentor at the IBM SmartCamp. Prior to this, he was the Director for Corporate Communications for Microsoft in the Middle East and Africa. He also headed Product Communications, Analyst Relations, Issues Management, and HR Communications at Microsoft Germany. A political scientist by education, Tomas worked in the publishing and the consulting industry.

Thierry Nicolet

Senior VP Press RelationsSchneider Electric

Thierry Nicolet has been leading the Press Relations activities of Schneider Electric since 2008, covering 50 countries. He manages a network of local Marketing Communications Managers, PR Managers and over 40 PR Agencies, and made the company's world wide impressions triple in the past 4 years. Prior to his current position, Mr. Nicolet lead the Press Relations expansion world wide for more than 5 years at APC (until its acquisition by Schneider Electric) by setting up and analysing key performance indicators, engineering global robust processes and by providing guidelines, assistance and coaching to Marketing managers and their selected PR Agencies. Mr. Nicolet has over 22 years of Marketing Communications experience after graduating in Business Administration and International Trade from European Business School Paris. Fluent in French and English and conversational in German, he entered APC as an Inside Sales Engineer and rapidly expressed an interest for Marketing Communication to become 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 activity for the whole region to finally take the role of PR Director for EMEA. This wide scope of responsibilities has given him an extensive proficiency in Marcom demand drivers which he now uses to support Schneider Electric’s strategies, messages and solutions introductions.

Noha Hefny

Director of Corporate Affairs, Middle East & AfricaPepsiCo

Noha Saad

External Communications, Senior ManagerVodafone, Egypt


Global PR Trends Summit Cairo
Day One
Sunday, 29th  March 2015
09.00  Registration And Morning Coffee
09.45  Chairman’s Opening Remaks
            Tomas Jensen, Senior Director, Corporate Communications, M&S Saatchi World Services
10.00  How To Make Business Leaders Better Communicators
            Mary Jo Jacobi, Corporate Board Director, Strategist And Broadcast Commentator And Former Communications Chief, BP America, Royal Dutch Shell, Lehman Brothers and HSBC, USA
10.30  Demonstrating Value To Your Senior Leaders: What Matters When It Comes To Talking About Reputation Management To Your CEO And The Company’s Senior Executives
            Patrick Jephson, Former Chief Of Staff, Princess Diana And New York Times Bestselling Author, Shadows Of A Princess, UK
11.00  Vodafone Firsts
            Noha Saad, External Communications Senior Manager, Vodafone Egypt
11.30  Interactive Discussion With Mary Jo, Patrick And Khaled
12.00  Networking And Refreshment Break
12.30  Evolving The Communications Function To Become A Strategic Resource For The  Businesss
            Lorne Riley, Director, Corporate Communications, Dubai Airports, UAE
13.00  AlBernameg! A Crisis Working For Your Brand; Dos And Don'ts Of Crisis Communications
            Maha Nagy, Head of Communications and PR, Qsoft Holding, Egypt
13.30  Interactive Discussion With Lorne And Maha
14.00  Lunch For Speakers And Delegates 
15.00  Crisis Simulation Workshop: Crisis Communications In A Social Media World
            Donald Steel, Former Chief Communications Advisor, BBC And Global Expert On Crisis Communications, UK
17.30   End Of Day One
Global PR Trends Summit
Day Two
30th March 2015
09.00   Morning Coffee
09.45   Chairman’s Opening Remarks
             Tomas Jensen, Senior Director, Corporate Communications, M&S Saatchi World Services
10.00   Building Corporate Reputation In The Digital Era
             Wendy Gold, International Communications Manager, Skin & Oncology Innovation, Roche, Switzerland
10.30   Rich Content And Partnerships As Tools For Successful PR And Marketing Campaigns
              Piers Schreiber, VP Corporate Communications, Jumeirah Group, UAE
11.00   Interactive Discussion With Wendy And Piers
11.30   Networking And Refreshment Break
12.00   A More-Than-Philanthropy Approach To CSR In The MENA Region Focused On Empowerment, Employment And Entrepreneurship
              Karim Seifeddine, Head of Corporate Communications, Middle East and Africa, Citi, UAE
12.30   The Rise And Rise Of Luxury PR: Insights Into Recent Studies 
             Sarah Walker Kerr, Regional Director of Public Relations MEA, The Ritz-Carlton Hotel Company LLC, UAE
13.00   Interactive Discussion With Karim And Sarah
13.30   Lunch For Speakers And Delegates
14.30   Interactive Discussion With Colleen Harris On Reputation Management
             Colleen Harris, Former Press Secretary To Prince Charles and Princes William And Harrry And Official Spokesperson, William And Kate's Wedding, UK
15.15   Increasing The Efficiency Of PR Agencies Through Measurement, Motivation And Best Practice Sharing
              Thierry Nicolet, Global VP, Press Relations, Schneider Electric, France 
16.00    End Of Global PR Trends Summit



Interested in sponsoring or exhibiting at the Global PR Trends Summit?

At P World we are all about creating unique experiences for our customers. By supporting our event you will be in direct contact with your target market and generate business for your organization.

As a sponsor you will benefit from a dedicated PR campaign in the build up to the event and our unparalleled direct marketing campaign where your solutions are promoted extensively across the region through targeted e-shots, hard copy mailings and our experienced telemarketing team.

At the event itself our job is to personally introduce you to senior buyers, influencers and decision makers through pre-arranged one to one meetings, networking events and keynote speaking opportunities.

We have an experienced and thoroughly professional team here that will ensure we generate real ROI for your company.

For more information on how you can get involved at the Global PR Summit as an exhibitor or a sponsor, please email Kosta Petrov, Chief Experience Officer, P World at



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