Tuesday 26 / November / 2024
Muscat: The 12th edition of the Middle East Strategic Communications Conference (MESTEC 2024) officially kicked off on Tuesday at the Intercity Muscat Hotel.
Organised by Muscat Media Group (MMG), and supported by the Gulf Center for Strategic Communications (GSC) and the Council of Arab International Relations (CARINTER), this year’s conference has gathered top media professionals, government officials, and communications experts to explore the changing landscape of strategic communications in the Middle East and beyond.
The opening ceremony was attended by a distinguished lineup of officials and industry leaders, including Awad Baqwir, Member of the State Council, Ahmed Essa Al Zedjali, CEO of Muscat Media Group, Dr. Mohammed Al Hinai, Director General of Publications at the Ministry of Information, Dr. Tariq Al Shammari, Chairman of GSC, Fadi Kattar, Chief Operating Officer of MMG, Salem Al Jawhari, Vice President of the Omani Journalists Association, and Salim Al Habsi, Advisor to the CEO of Muscat Media Group.
The event also saw the participation of a host of academics, media professionals, and public relations workers, all eager to delve into the critical role of communications in shaping the Middle East’s future.
MESTEC 2024 promises to be a significant event for industry leaders to engage with current trends, challenges, and emerging opportunities in communications.
The first day of the conference featured thought-provoking sessions, setting the stage for a series of in-depth discussions on the role of media in shaping public opinion, political discourse, and the broader social landscape.
Reflecting on MMG’s legacy
The event commenced with a keynote address by Salim Al Habsi, who highlighted the organisation’s pivotal role in Oman’s media
landscape.
“Muscat Media Group has been a shining lamp and sun for five decades, illuminating the path of the nation and society,” Al Habsi said. He reflected on MMG’s significant impact on both Omani media and the broader region, noting that the group continues to innovate and lead in various sectors, from print to digital media.
Al Habsi highlighted the upcoming Golden Jubilee of Muscat Media Group (MMG), which will mark its 50th anniversary next year. “Muscat Media Group has remained a beacon for five decades, continuously developing media work with professionalism and mastery,” Al Habsi stated. “As we approach this milestone, MMG now owns more than 30 media products and multimedia platforms in both Arabic and English, with over four million followers across all its media channels,” he added.
In his address, Al Habsi also highlighted the media’s crucial role in shaping society and fostering informed public opinion. He quoted UNESCO’s praise of free media as a powerful tool for transparency, political, and cultural development. “The media plays a fundamental role in the lives of individuals and society. It provides information in ways that people can easily accept, empowering them and shaping their opinions in ways that contribute to positive social and political outcomes,” he noted.
The changing role of media in shaping public opinion
One of the key sessions of the day focused on the evolving role of media in shaping global public opinion. Salem Al Jawhari, Vice President of the Omani Journalists’ Association, pointed out that the media’s influence has grown far beyond the traditional ‘fourth estate’.
“The media is no longer considered the fourth authority as it was in the past,” Al Jawhari explained. “It has advanced to second place due to its influential role in shaping global public opinion.”
Al Jawhari emphasised the power of media in affecting decision-making on both national and international levels. “The media has become an essential partner in decision-making. We must recognise the media’s ability to influence global discourse and public perception, and support it accordingly,” he said.
He also reflected on the media’s role in the current geopolitical climate, underscoring how it can either support or undermine national strategies. “Media has been used, especially in the West, as a tool for advancing certain agendas. This highlights the importance of awareness and the need for journalists to remain committed to ethical reporting, especially in times of crisis or conflict,” Al Jawhari added.
Significant transformation in media landscape
Dr. Tariq Al Shammari, Chairman of the Gulf Center for Strategic Communications (GSC), shared his insights on how media concepts have shifted in recent years. “The media landscape has undergone a significant transformation,” Al Shammari observed.
“Today, everyone has become a media professional in their own specialty. Even parents raising children and religious leaders delivering sermons are part of this broader media ecosystem.”
He further elaborated on the importance of adapting to these changes. “With the advent of digital media, we no longer define media professionals as only those working in traditional outlets. The role of media has expanded to include individuals in all sectors who communicate messages to the public,” he said.
Al Shammari also highlighted the necessity of confronting misinformation in today’s media environment. Reflecting on his experience in the UK, he noted, “I realised early on that confronting Western media’s narratives must be done through media channels as well. That is why I founded the International Media Relations Council, now known as the Council for Arab International Relations (CARINTER), to counter misleading media campaigns.”
The role of media in political discourse
The session also tackled how the media plays a role in political communication and the importance of responsible reporting during times of crisis. Al Shammari discussed the regional challenges, including media coverage of the ongoing conflicts in Palestine and Lebanon. “We see that some media often misrepresents key political events, with some outlets spreading propaganda or distorting the reality of resistance movements,” he explained. “It is critical for media professionals to focus on truth and accuracy, avoiding misleading narratives that undermine the cause of justice and peace.”
Al Jawhari echoed this sentiment, and said, “Media outlets must be vigilant against misleading terms, such as branding resistance groups as ‘terrorist’ factions. We must ensure that the media supports causes that promote peace, justice, and human dignity.”
Another key discussion on Tuesday focused on how the media’s evolving role intersects with public relations. As media strategies become increasingly digital, the focus has shifted to how organisations and individuals can use communication to engage with audiences on a deeper level. Panelists discussed how the media can empower communities and drive social change by adopting strategies that cater to modern concerns such as health, education, and family welfare.
Al Shammari pointed to the significance of incorporating both traditional and digital media strategies to reach diverse audiences. “Public relations today cannot rely on traditional media alone,” he said. “It is essential to blend both strategies to engage with the public effectively, especially in times of social and political unrest.”
The conference continues on Wednesday, with more insightful sessions. Highlights include discussions on modern public relations strategies, digital media in education, and the role of communication in healthcare. Additionally, the prestigious Gulf and Arab Journalism and Media Awards will be presented, recognising outstanding achievements in the media sector.
MESTEC 2024 is set to be a turning point in how the Middle East navigates the ever-changing landscape of strategic communications. With powerful insights shared on Tuesday, the event has already proven to be a vital platform for media professionals and industry leaders to connect, share ideas, and build a roadmap for the future of media in the region.
The event is managed by Nexus Novel, a leading advertising and branding agency renowned for its innovative growth strategies and comprehensive suite of services. With its expertise, the event is set to elevate strategic communication to a whole new level.
