Aligning Communication Strategy with Saudi Vision 2030
Riyadh (TN Media News Pakistan): The Middle East Public Relations Association (MEPRA) successfully concluded the KSA Leadership Majlis 2025 in Riyadh, spotlighting the transformation of the public relations industry in the age of artificial intelligence (AI) and emerging technologies.
The annual gathering, held at City Hub, Misk City, brought together more than 100 leading professionals in PR and communications under the theme “Powering Progress: Communications at the Crossroads of Innovation, Influence, and Impact.” The event emphasized the critical need for PR to move beyond traditional tactics and establish itself as a strategic driver of corporate and national progress, aligning closely with Saudi Arabia’s Vision 2030 goals.
The Evolution of Public Relations in Saudi Arabia
Throughout the sessions, experts discussed how the communications field is evolving amid technological disruption. Key topics included:
- The growing strategic role of PR professionals in shaping organizational goals.
- The measurable impact of data, AI, and analytics on communication outcomes.
- The importance of creativity in engaging Saudi youth and preparing them for future opportunities in the sector.
Thought Leaders on the Future of PR
Kate Midttun, MEPRA Chairperson and Founder, stated:
“This year’s Majlis went beyond typical discussions. It focused on how the PR sector must technologically transform, operate ethically, and align strategically with Vision 2030. The profession is shifting from tactical support to becoming an essential engine of corporate strategy and economic value.”
The event featured an impressive lineup of regional and international speakers, including:
- Monther Tayeb, MEPRA Fellow & Executive Board Member, Head of MEPRA KSA Leadership Majlis Committee
- Rabih El-Amine, CEO, Alef
- Mazen Nahawi, Founder & Group CEO, CARMA
- Ahmed Al-Fadhel, CEO, UNIKOM for Communications & Research
- Noor Balfaqeeh, Head of Arabia Corporate Affairs, Unilever GCC
- Loma Jaber, Managing Director, Hewar Group
- Ali Alghobary, General Director, Corporate Communications & Marketing, MAWHIBA
- Randah Al-Hothali, Head of Corporate Communications, CEER – PIF
- Waleed Al-Khashti, Chief Corporate Affairs & Relations Officer, Zain Kuwait
- Hatoun Zohair Bushnaq, Head of PR, Nissan Saudi Arabia
- Najla Alotaibi, Director of Communications, King Salman Park Foundation
- Dr. Obaid bin Saad Al-Abdali, President, Mazeej Marketing Consulting
Recognizing Excellence in Communication
The event concluded with Monther Tayeb presenting the prestigious MEPRA Fellowship Award to Sultan Albazie, Senior Advisor at the Ministry of Culture, in recognition of his outstanding contributions to the PR industry in the Middle East.
The MEPRA Fellowship represents the organization’s highest honor, acknowledging individuals who have made a lasting impact on communication practices across the region.
Strategic Partnerships Driving Success
The KSA Leadership Majlis 2025 was supported by a distinguished network of partners:
- Alef International – Platinum Partner
- CARMA – Gold Insights Partner, presenting its “2025 Kingdom Reputation Report” on Saudi Arabia’s global image
- Hewar Group – Gold Partner
- Misk Foundation – Venue Partner
- Thohoor – Silver Partner
Supporting partners included 10 Events, Jummar PR, A2Z Media, and Influential Communication, all of whom contributed to enriching the event’s discussions and professional exchange.
Transforming PR into a Strategic Engine
As Saudi Arabia continues its rapid economic and digital transformation, MEPRA’s KSA Leadership Majlis underscored that the communications industry must evolve as a strategic enabler of progress, not just a messaging tool. By leveraging innovation, data, and ethical leadership, PR professionals can powerfully contribute to realizing the ambitions of Vision 2030.
