Christophe Ginisty
Expert in societal transformations related to digital technology
Former Global Head of Digital Engagement at the OECD, creator of the ReputationTime conference series on reputation issues in the age of social media, author of the essay "Let's Go Children of the Internet!" (2010 — Editions Diateino), European Digital Evangelist at Edelman, co-founder of the think tank Renaissance Numérique and President of the International Public Relations Association (IPRA — 2013).
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- Conference : 5000 €
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The Transformation of Saudi Arabia's Image on the Global Stage
Welcome everyone to this fascinating exchange that promises to explore a burning and deeply relevant current topic. I am Christophe Ginisty, director of strategy at an international strategic communication agency, and I invite you today to dive into the heart of modern strategic communication. Our focus? Saudi Arabia – a kingdom once perceived as closed and introspective, now on the brink of a spectacular metamorphosis. By anticipating global-scale events like the 2034 World Cup and the 2030 World Expo, Saudi Arabia is deploying an impressive and innovative communication strategy aimed at repositioning its image on the international chessboard. During this talk, we will decode together the mechanics of this transformation – how can a country redefine its global image through strategic communication? What campaigns and initiatives are shaping this new perception? As a driver of communication campaigns in the Middle East, I have had the privilege of being at the forefront of this evolution, and I am here to share with you unique insights, innovative strategies, and reflections on the impact of these changes on international public opinion. Get ready for an enriching session that will undoubtedly spark discussions and new ideas about the power of strategic communication in reshaping a nation's image.
The Aligned Company: How to Communicate to Avoid Greenwashing?
Communication must enable the company to express and share its values, whether internally or with external audiences. When these values are based on sustainable development goals or when statements concern corporate social responsibility, communication becomes particularly delicate. It must be a careful balance of transparency and commitment against a backdrop of sincerity. Poorly formulated messages, imprecise use of dissemination channels, inappropriate attitudes, errors in preparing spokespersons, and poor choices in presentation can immediately backfire on the communicating organization and damage its reputation. Quickly, in a viral manner, the company could be accused of "greenwashing" and face a smear campaign from users on social media. How can this trap be avoided? What rules should be followed? What mistakes should not be made? All these questions will be addressed with real examples drawn from recent campaigns.