Welcome to the APCO-Columbia
Strategic Communication Training Program

Hosted by SRMG Academy & Asharq News

Dubai — 9-12 February 2026
Register Your Interest Now
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Empowering Leaders in Strategic Communication

Join an exclusive training program designed for communications professionals across the Middle East and North Africa, equipping them with essential skills to navigate today's evolving global media landscape. The program is led by APCO Institute, in partnership with Columbia University’s Strategic Communication Program, and it will be hosted by SRMG Academy & Asharq News.

Program Overview

Training Window: 9 - 12 february 2026
Location: SRMG Academy, Dubai International Financial Centre (DIFC)
Attendees: Regional strategic communications professionals, advisors and media experts
Certification: Columbia SPS Certificate of Attendance
Key Learning Areas: Mastering storytelling, high-stakes media interactions, media bias vs editorial judgment, public speaking, and crisis communication.
Registration Fee: $6,000

Program Schedule

Each workshop includes interactive sessions, real-world case studies, and hands-on exercises. The final day will feature presentations and a certificate ceremony to celebrate participants’ achievements.

Activity Details
Session Times 9:00 AM - 7:00 PM except the last day it ends at 2:00 PM
Final Presentations & Graduation Closing Ceremony
Certificate Award Ceremony & Networking

Why Join This Program?

  • Learn from renowned media and communication experts
  • Gain practical insights for real-world applications
  • Network with top industry professionals & peers
  • Earn a prestigious Columbia SPS Certificate
  • Enhance your strategic communication skills for a rapidly evolving media landscape

Workshops & Learning Outcomes

Workshop Topic Key Learning Outcomes
Workshop 1 Leadership Across Cultures
  • Differentiate between levels of directness and politeness in making requests according to social and cultural differences
  • Select appropriate communication strategies to manage conflict in different cultures
  • Manage conversations across cultures: turn-taking, interrupting/overlapping, silence
Workshop 2 Mastering Influence: From Theory to Practice
  • Analyze audiences and persuasive situations to identify influence triggers
  • Describe the role of cognitive biases and framing in human decision-making
  • Increase interpersonal influence and credibility by leveraging social networks
Workshop 3 AI for Strategic Communication
  • Enhance human creativity and productivity through generative AI
  • Maximize team cognition with a “technology as teammate” approach
  • Develop a roadmap for sustainable AI integration within the organization
Workshop 4 Strategic Communication Management
  • Assess organizational communication needs and develop insights for action planning
  • Create strategic communication plans that serve organizational objectives
  • Draft messaging and choose media channels for priority audiences
Workshop 5 Understanding the Global Media Landscape
  • Apply key pillars of storytelling to create attractive, compelling, and impactful stories for international audiences
  • Understand how to interact with global media organizations even in high-stakes or crisis scenarios
  • Understand how to differentiate between bias and editorial judgment
Bonus Media Coaching Session
  • Hear from a seasoned news anchor from AlSharq, who will offer firsthand insights and lessons learned from years of high-profile interviews
  • Learn the APCO Institute’s best practices for effective media and public speaking engagements

Press Releases

Explore our collection of photos and downloadable resources from the APCO-Columbia Strategic Communication Training Program events and workshops.

Media

APCO Institute-Columbia Partnership

May 15, 2025
Media

معهد آبكو يتعاون مع جامعة كولومبيا لتعزيز قدرات المختصين في التواصل الاستراتيج ي

May 15, 2025

REGISTRATION

Limited Seats Available
Secure Your Spot Now!

Fill out the registration form to reserve your place in this prestigious program. For any inquiries, please contact APCO Institute.

Meet the Team

speakers
Alaa Shahine Salha
Managing Director, SRMG Academy | Former Bloomberg News Managing Editor
speakers
Mamoon Sbeih
President, Middle East & North Africa, APCO
speakers
Liam Clarke
Senior Director & Head of Global Business Development, APCO Institute
speakers
Dr. Abdullah H. Sahyoun
Head of AI & Digital Transformation, APCO
speakers
Nabeel Al Khatib
Director General, Asharq TV

EVENT LOCATION

SRMG Academy,
Dubai International Financial Centre (DIFC)