1. business and industrial
2. advertising and marketing
3. brand management

INTRODUCTION
The term “corporate reputation” refers to how positively, or negatively, a company or similar
institution is perceived by its key stakeholders such as employees, customers, members of the
media, investors, NGOs, suppliers and financial analysts. The value of a good reputation continues
to grow largely because of the competitive advantage and market differentiation it delivers —
higher sales generated by satisfied customers and their referrals; relationships with the right
strategic and business partners; ability to attract, develop and retain the best talent; benefit of
the doubt by stakeholders if crisis strikes; spread of positive word of mouth; potential to raise
capital and share price; and in some cases, the option to charge premium prices. Also, in an
age of regulatory watch dogs, a positive reputation can improve relationships with government
officials and regulators.
Financial statements do not accurately reflect the value of a company’s intangible assets such
as customer relationships, talent, innovation, patents and reputation. Intangible assets such as
reputation are now central to company competitiveness and profitability.
Hence, Jubail Reputation Management Conference will be organized during the period
1 – 2 June 2015 as the premier event for Reputation Management in
Jubail Industrial City to explore reputation within
multidisciplinary framework drawing insights from a
number of research fields including communication, public
relations, politics, public administration, international
relations,
business
management,
human
resources, new media, marketing, corporate
social responsibility, and sustainability. The
conference aims to bring together academic
and corporate and government professionals
and we hope that it will ignite much needed
fresh thinking on reputation management among
various disciplines.
a
CONFERENCE AGENDA DAY 1 | 1 JUNE 2015
18:00 - 19:00
Registration & Networking Reception
19:00 - 19:20
Nicolas Georges Trad
Reputation institute
Reputation Risk Management, what are the implications and how should business respond?
19:20 - 19:40
Sultan Al-Malik
Minister’s Advisor, Dir. Gen. PR &Media Dept. Ministry of Communications & IT, Saudi Arabia
PR & Reputation Management
19:40 - 20:00
Abdulmajid Alrashoudi
Chief Customer Care Officer
Brand Reputation Management
20:00 - 20:20
Amjad Shacker
GM Corporate Communication at STC
20:20 - 20:30
Discussion
20:30 - 21:00
Networking Break
21:00 - 21:20
Abdulrahman Al-Abdulqader
General Manager of Communication and Media in RCJY and its Spokesman
Mental Image and Reputation Management
21:20 - 21:40
Prof. Mohamed Abuamod
Hilwan University, Cairo, Egypt
Reputation Management in Crisis
21:40 - 22:00 Dr. Reda Abdelwaged Yousef
Associate Professor, Dean, College of Arts
Online Reputation Management
22:00 - 22:20
Dr. Sameer Mahmood
Sultan Qaboos University, Oman
Corporate Communications and Reputation Management
22:20 - 22:30
Discussion
22:30
End of day1 & Dinner
CONFERENCE AGENDA DAY 2 | 2 JUNE 2015
19:00 - 19:20
Reputation Risk Management
Nicolas Georges Trad
Reputation institute
22:30
End of day1 & Dinner
POST-CONFERENCE WORKSHOP:
REPUTATION MANAGEMENT
Nicolas Georges Trad
Executive Partner, and Executive
Member of the Board at
Reputation Institute
Time : 05:00 PM – 09:00 PM
Venue : Sabic Ballroom - Jubail InterContinental Hotel
1- The Reputation management Workshop (2hours)
The session will focus on equipping the members with the knowhow and competencies to integrate
reputation management in how they should strategically operate and build business plans.
• Presentations from Reputation Institute on what reputation is and why it is vital.
• The scenario today: current Reputation implications and challenges, trends and opportunities.
• Q&A session focused at making the session relevant for participants
2- The Petrochemicals landscape session and roadmap guidelines (3 - 4 hours)
We will conduct a “hands on” 3 - 4 hours session to assess the reputation of the industry and design a
roadmap to work systematically on reputation.
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The reputation of the industry at a global level
Reputation risks to be mitigated and opportunities to be communicated:
how to ensure pro-active management.
Group work to design reputation building programs.
How to get advisory support on an ongoing basis.