• Partners
  • Privacy Policy
  • About Us
  • Contact Us
  • Submit an Article
Saturday, June 21, 2025
Digital Boom
  • News
  • Startups
  • Marketing
    • Digital Advertising
    • Insights
  • Campaigns
  • Tech
  • Guides
  • Market Watch
  • More
    • Careers
    • Ramadan Specials
    • Culture
    • Travel
    • Glossary
No Result
View All Result
  • News
  • Startups
  • Marketing
    • Digital Advertising
    • Insights
  • Campaigns
  • Tech
  • Guides
  • Market Watch
  • More
    • Careers
    • Ramadan Specials
    • Culture
    • Travel
    • Glossary
No Result
View All Result
Digital Boom
No Result
View All Result
Home News

Global PR Trends Summit: The Power of Corporate Comms

Sara El-Khalili by Sara El-Khalili
March 30, 2015
in News
10
22pr global
350
VIEWS

With the Global PR Trends Summit wrapping up, Digital Boom brings you the best tips and inspiring quotes delivered by top-notch international speakers at the two-day summit held on March 29 at Egypt’s Intercontinental City Stars.

Inside this article hide
1. Mary Jo Jacobi, Corporate Board Director, Strategist and Broadcast Commentator
2. Piers Schreiber, VP Corporate Communications, Jumeirah, UAE
3. Sara Walker Kerr, Regional Director of Public Relations MEA, The Ritz Carlton Hotel Company LLC, UAE
4. Donald Steel, Former Chief Communications Advisor, BBC and Global Expert on Crisis Communication, UK
5. 5 Rules for a Crisis Statement:

Mary Jo Jacobi, Corporate Board Director, Strategist and Broadcast Commentator

  • Reputation is the sum of the opinions about an organization or individual.
  • You build a brand by saying the right things. You build a reputation by doing the right things.
  • You have 7 seconds to make a first and lasting impression.
  • Leaders must always exceed expectations. Every encounter is an opportunity to deliver on their expectations. Reputation=Experience – Expectations
  • Leaders should avoid jargon.
  • Engage employees; they are are the most powerful ambassadors for your brands. Empower employees with the right things to say.
  • CEOs and senior executives are brands.
  • An individual brand can be a liability as well as an asset.
  • Sustainability is the key to long-term success.

Piers Schreiber, VP Corporate Communications, Jumeirah, UAE

  • Define your key messages, but if they don’t resonate with the outside world, you fail.
  • All of our social media activities are meant to drive traffic to our website to understand our customers’ activities.
  • Use images to engage people.
  • Bring out the inner storyteller.
  • The more time you put into simplifying the story, the more effective your communication will be.
  • The word art is significant. A lot of companies will use art to communicate with local communities.
  • Our core values are about personalization and excellence.

Sara Walker Kerr, Regional Director of Public Relations MEA, The Ritz Carlton Hotel Company LLC, UAE

  • Social media is a great amplifier, but it’s not the single electric guitar and not the broken one. An additional group of speakers in the back row pumps up the volume and sends out the message that has already been broadcast. It’s all about integration.

Donald Steel, Former Chief Communications Advisor, BBC and Global Expert on Crisis Communication, UK

  • When making the first statement about a crisis, don’t give too much info; don’t make any overstatements; show sympathy for the victims but don’t claim responsibility.
  • All crises are predictable. Nothing can happen to you, your company, or the country that you can’t predict.
  • Prepare a list of all that can happen to your company and a list of what you can say to avoid lagging at times of crisis due to a long list of approvals. Statements often come very late because so many approvals have to be given.
  • If you have pre-prepared statements, you will always be in control.
  • Language tips: always say that your priority is the safety and welfare of the public. The feeling statement is about your values.

5 Rules for a Crisis Statement:

  1. Tell the truth
  2. Use statements to take control.
  3. Act quickly – issue first statement and social media statement within 15 minutes of the crisis
  4. What you say remains the most important, but using all channels to say it is now vital.
  5. The “2Fs” rule in a crisis statement: Fact and Feeling
  • If you don’t feel that you can react in 15 minutes, you will give your reputation away.
  • Don’t promote yourself in times of crisis.
  • Promise to update people/media with information. If you don’t give them timely information, they’ll think you know something, and you’re hiding it.
  • You are much better to break your own news than to have CNN and BBC break it for you. Take control of your own narrative.
  • Always give out your message at the beginning of the interview (e.g., we are sorry for the loss…etc. Because you may never get the chance to say it later in an aggressive interview)
  • Don’t answer stupid questions like: Are you going to resign? Divert the conversation and say, for example: ‘we will take full responsibility; the families are our priority at the moment.’
  • Don’t create your hashtag; wait for people to create it because it looks a bit too promotional.
  • The interview is not over until the reporters are outside the room and miles away.

Please let us know if you have any questions or comments.

Join Our Community

Previous Post

Durex Are Really Enjoying Earth Hour

Next Post

Now Available: Twitter Curator Tool For Media Companies

Sara El-Khalili

Sara El-Khalili

Related Stories

Germany Begins Government-Wide Exit from Microsoft Software
News

Germany Begins Government-Wide Exit from Microsoft Software

June 14, 2025
Builder.ai Ceases Operations After $1.3 Billion Valuation Collapse
News

Builder.ai Shuts Down After Layoffs and Investor Pullout

May 26, 2025 - Updated on May 28, 2025
Jordan’s U.S. Foreign Aid: 2025 Budget Cuts and Their Regional Impact
News

Jordan’s U.S. Foreign Aid: 2025 Budget Cuts and Their Regional Impact

March 20, 2025
McDonald's Sees 70% Sales Drop in Egypt Amid Gaza Boycott
News

McDonald’s Sees 70% Sales Drop in Egypt Amid Gaza Boycott

November 24, 2023 - Updated on May 17, 2025
Google launches 'Search Status Dashboard' to track crawling, indexing, more
News

Google Launches Search Status Dashboard to Track Outages

December 15, 2022 - Updated on June 21, 2025
Egypt's banks impose cash limits on withdraws abroad and internet dollar usage
News

Egypt Caps Overseas Cash Withdrawals and Spend, What It Means For Businesses?

October 6, 2022 - Updated on May 18, 2025
5 Digital Marketing Strategies That Actually Matter in 2025

Top 5 Digital Marketing Strategies Winning MENA in 2025

June 21, 2025
The Labubu Effect: How a Toothy Toy Sparked a Global Obsession

The Labubu Effect: How a Toothy Toy Sparked a Global Obsession

June 20, 2025
How to recover your hacked Facebook account?

How to Recover a Hacked Facebook Account

June 18, 2025 - Updated on June 20, 2025
Best Restaurants and Steak Houses in Amman

10 Best Restaurants and Steakhouses in Amman

June 18, 2025
Winter in Jordan: 10 Best Places to Visit

10 Best Places to Visit in Jordan During Winter

June 18, 2025
Germany Begins Government-Wide Exit from Microsoft Software

Germany Begins Government-Wide Exit from Microsoft Software

June 14, 2025
  • Partners
  • Privacy Policy
  • About Us
  • Contact Us
  • Submit an Article

© 2025 Digital Boom, Inc.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

No Result
View All Result
  • News
  • Startups
  • Marketing
    • Digital Advertising
    • Insights
  • Campaigns
  • Tech
  • Guides
  • Market Watch
  • More
    • Careers
    • Ramadan Specials
    • Culture
    • Travel
    • Glossary

© 2025 Digital Boom, Inc.