Campaign’s Faces to Watch, Brand Edition 2021 – Kholoud Al Shiba, Public Relations Officer, Qatar Foundation for Education Science and Community Development
Nominated by Riham ElHoushi, Sr Account Director, Memac Ogilvy, Agency Partner
Working with Kholoud always gives us a refreshing reset. She constantly reminds us that communication is a tool to inspire and create impact. Despite the common client-agency dynamic in our region she works just as hard as her agency team and is always hungry for learning opportunities. She delivers her projects with a passion, employing every communication tool possible to reach audiences. Her work on the Education City Speaker Series has been transformative and she, with her team, has used the challenge of the pandemic to truly take it global. She is definitely a face to watch for PR professionals in Qatar and the region.
I’m a Public Relations Officer at Qatar Foundation. I’m very grateful that my role allows me to be involved in such a diverse variety of projects that I’m always challenging myself and learning. I have led and played a key role in developing strategic campaigns for international partnerships to advance and preserve the Arabic language – such as the launch of TEDinArabic – and other initiatives that support women’s empowerment and mental health. I have significantly improved my communication skills through developing relationships with various local and international stakeholders. I have also gained project management skills through planning and executing events with leading international speakers.
To always feel like I’m an asset to any team, project, or campaign I’m part of. No matter how much more senior or experienced the other team members, my belief that I have something to offer and deliver with excellence drives my pro-activity and enjoyment of the work I do.
How has Covid-19 changed your job?
Covid magnified the importance of effective communication, even as the means to maintain it shifted. I worked on QF’s Education City Speaker Series, helping to transform it from a community event with an audience of 300 to a global platform with internationally renowned speakers and up to 12,000 attendees. The series helped audiences engage directly with experts and officials on the most critical issues of the pandemic, from vaccine hesitancy to mental health. Covid made me realize that communication effectiveness is even more fluid than we thought, and pushed me to acquire tech and digital skills in record time.
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