Alex Malouf

How to Understand Culturally-Aware Communications

As communicators, we are often asked to reconcile an ever more diverse and complex world with the corporate need to standardize the message. The reliance on English as the global language of business can result in miscommunication with important stakeholder groups in regions where English is not the native language. Tasked with ensuring effective outreach with a wide group of publics, what do communicators do when communicating with culturally and linguistically diverse groups?

This workshop will help communicators understand how to analyze their stakeholder environment and develop communications concepts that will support effective cultural communications, through different media and languages. Communicators will leave this workshop with a better grasp of how they can take the corporate message and translate it into a format that culturally diverse groups will understand, which in turn will lead to dialogue and engagement.


Alex Malouf is a marketing communications executive who has spent the last 12 years in the Middle East and lived across the region, in Saudi Arabia, Bahrain, Lebanon, Jordan, Syria and the United Arab Emirates. He holds the position of corporate communications manager for the Arabian Peninsula at Procter & Gamble.

A journalist by training and with a cultural mix that is both European and Arabic, Malouf’s expertise spans communications and media, public relations and marketing for both multinationals in the energy, technology and FMCG space as well as several Gulf-based government institutions. His experience includes corporate communications, media relations and outreach, content development, crisis/ reputation management, and digital and social media.

He’s passionate about promoting sustainability in the communications sector by highlighting the industry’s potential to nationals, and works to shape and support training and awareness initiatives for both those wishing to pursue a career in public relations.

WPRF Partners