Praxis Mena

About PRAXIS MENA

PRAXIS MENA is the region's definitive gathering for public relations and communications leaders navigating a rapidly transforming landscape - and above all, a community dedicated to advancing the industry together.

2026 Theme

From Message to Mission

Under the theme From Message to Mission, the conference positions the Middle East as a force shaping - not merely following - the future of influence, reputation, and corporate impact. Communications in MENA is no longer confined to shaping narratives - it is now shaping outcomes. Against a backdrop of economic diversification, shifting geopolitics, technological acceleration, and rapidly evolving cultural expectations, communicators are stepping into mission-critical roles.

Reputation is not a by-product, but a strategic asset.

Communicators today must help organisations move from words to measurable action.

Driving credibility inside companies, building trust with stakeholders, and contributing to regional transformation.

Using insights to anticipate change and drive measurable impact.

Why PRAXIS MENA?

Supported by Earned First's global editorial authority

Builds on 13 years of PRAXIS credibility in India & Singapore

Brings together the most diverse, fastest-growing region in communications

A true community-driven movement to shape - not just follow - global PR narratives

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Event Schedule

09:00 AM

Registration/Introduction

09:30 AM

Beyond Boundaries: Reinventing the Communications Ecosystem

Communications has outgrown the structures built for it. As audiences, platforms and expectations evolve, the industry’s long-standing silos risk becoming barriers to relevance. This session asks what happens when we stop defending traditional swim lanes and instead build a truly integrated ecosystem: one where strategy, creativity, data and culture operate as a single value engine. Expect a candid look at the shifts — operational, commercial and cultural — needed to reinvent how communications delivers value in MENA.

Shereen Busheri (Speaker)

10:20 AM

From Message to Machine: Engineering a High-Performance Comms Function

Too many communications teams are built around outputs; the best are engineered around mission. In this session, Alex Aiken draws on frontline experience of government communications in moments of crisis to explore what separates competent teams from genuinely high-performing ones.
He will reflect on how vision, structure and everyday leadership combine to drive impact when the stakes are highest – and what that means for organisations in MENA that are now scaling their communications capacity and ambition.

Alex Aiken (Speaker)

Arun Sudhaman (Moderator)

Day(s)

Hour(s)

Minutes(s)

Second(s)

(The conference will run from 9:00 AM - 4:30 PM)

PRAXIS MENA x Mubadala Abu Dhabi Open 2026 – Exclusive Experience

PRAXIS MENA is partnering with the Mubadala Abu Dhabi Open 2026 to offer select attendees an exclusive, by-invitation-only experience that blends world-class sport with high-impact networking in a premium setting. Registered PRAXIS MENA attendees will enjoy exclusive access to the hospitality lounge following the day’s sessions, from 5:00 PM onwards.

Highlights

1. Entry to the Hospitality lounge and tournament venue

2. Access to live matches in a premium environment

3. Curated food & beverage experience

4. Access valid until 10:00 PM

5. Dedicated transportation arranged by the PRAXIS MENA organising team (approx. 25 minutes travel time)

Our Venue

Saadiyat Rotana Resort, Abu Dhabi

Be part of the region's definitive gathering for communications leaders. Together, we'll shape the future of influence, reputation, and corporate purpose in the world's most dynamic markets.

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