#21-The Role of PR and Communications in Advancing CSR in the GCC

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Impact Talk with Nadine Zidani

Nadine Zidani

30 episodes

5 days ago

Impact Talk redefines success by sharing stories of businesses that balance profit with social and environmental impact, proving that purpose and profit can go hand in hand. We amplify the voices of business leaders and entrepreneurs from the MENA region who are shaping a new wave of business.Hosted by Nadine Zidani—an influential advocate for sustainability, impact entrepreneur, and founder of MENA Impact—Impact Talk inspires a fresh approach to business, where generating profit also benefits people and the planet.

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#21-The Role of PR and Communications in Advancing CSR in the GCC

Impact Talk with Nadine Zidani

41 minutes

10 months ago

#21-The Role of PR and Communications in Advancing CSR in the GCC

Welcome to another episode of Impact Talk! In this thought-provoking conversation, we sat down with Saad AlRubaian ,a PR expert, social entrepreneur ,and Managing Partner of CYLKA to talk about his journey in the CSR space and the evolution of corporate social responsibility in the region.

Saad shares insights on the importance of authentic communication, the impact of collaborative efforts in sustainability and CSR initiatives , and the cultural perspectives that shape it in the UAE and the MENA region. He also discusses the significance of recognitions like B Corp certification, and his perspective in the PR and communication industry in promoting sustainability in the MENA region.

In this episode, you will gain insights on:

Saad AlRubaian's journey, from his expertise in PR and corporate social responsibility to founding CYLKA, a boutique CSR agency committed to driving behavioral change.
Evolution of CSR in the region, particularly the shift from voluntary initiatives to regulatory-driven action post-COVID, with a focus on the UAE’s leadership in sustainability.
CYLKA’s collaboration with UNDP on the globally recognized ‘Weather Kids’ campaign, emphasizing the role of children as climate advocates and showcasing the power of skill-based volunteering.
Insights into the unique challenges and opportunities in sustainability communication in the Middle East, highlighting the importance of cultural heritage and localized narratives.
CYLKA’s milestones, including achieving B Corp certification and receiving the UAE Gold Impact Seal, reflecting their dedication to social impact and sustainability.
Saad’s perspective and vision for the PR and communication industry promoting sustainability in the MENA region.

Want to see the faces behind the voices? You can watch this episode on YouTube.

About Our Guest:

Saad AlRubaian a chartered PR practitioner, advisor, and social entrepreneur with 17 years of experience across Kuwait, the UAE, and the UK. Since 2013, Saad has been leading CYLKA, a boutique CSR agency that has earned numerous industry recognitions, including becoming a certified B Corp and receiving the UAE Gold Impact Seal. Saad also serves on multiple advisory and executive boards, including the UNDP Climate Communications Task Force, and Young Arab Leaders (YAL).

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