(MENAFN- The Peninsula) The Peninsula
Doha, Qatar: Hamad Bin Khalifa University Press (HBKU Press) recently launched a critical title in the world of communications and artificial intelligence (AI) with its new book Qatar Communication Strategies: From Managing a Crisis to Creating a Successful National Brand by Dr. Salim Zakhour and Dr. Nadine Mounzer Karam.
HBKU Press officially launched the new title at an event at Qatar National Library on May 16, which saw one of the authors, Dr. Salim Zakhour, facilitate a large-scale public discussion exploring the intersections between national branding, communication strategies, and the increasingly prevalent question of AI with a fully developed digital AI personality addressing the audience.
Joining via video, co-author and communications expert Dr. Nadine Karam asked the critical question“how can a nation that has worked on its brand for so long, turn a very unexpected regional crisis into an opportunity?” Dr. Nadine then emphasized that the question is the main focus point of Qatar Communication Strategies.
“In addition to interesting, related topics, we analysed a major 21st century national/regional crisis and how through proper communication strategies and essentially prevention plans based on economic and political multinational relations, Qatar came out stronger than ever on the international scene, allowing a small country to rebrand and reposition itself on a whole other level,” she added.
The discussion concluded with a dynamic Q&A session, with Dr. Zakhour taking questions and comments from the audience, as well as speaking on the intricacies of corporate branding and communications, the growing use of AI and its utilisation in competitive political spheres.
“The FIFA 2022 World Cup boosted Qatar`s image and position greatly. And this success should be followed with extensive work into creating Qatar`s national brand and promoting it,” he noted, acknowledging the pivotal role communications, branding, and rebranding played in facilitating a global sporting event.
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