Responsibilities:

Communications Strategy & Planning

Develop and implement integrated communications and PR strategies for assigned exhibitions, aligned with show positioning, commercial objectives, audience acquisition targets and the wider portfolio strategy.

Translate exhibition messaging, industry trends, market developments and business priorities into differentiated communications plans, editorial narratives and media engagement programmes.

Develop show-specific message houses, key messaging frameworks, spokesperson briefs, editorial calendars and communications plans across pre-show, live-show and post-show phases.

Identify opportunities to build sustained media interest throughout the event cycle, maximising visibility around key announcements, exhibitor launches, industry insights, conference programmes and major show milestones.

Ensure consistency of messaging and positioning across press releases, media pitches, interviews, digital content, event collateral and spokesperson communications.

Media Relations & PR Execution

Build and maintain strong relationships with local, regional and international media across relevant trade, business, national and specialist publications.

Develop and execute proactive media outreach programmes, including targeted pitching, editorial briefings, interviews, features, contributed articles, media roundtables and press announcements.

Identify and develop compelling, newsworthy stories that extend beyond routine event announcements, leveraging exhibitor innovations, industry data, market trends, leadership insights and programme highlights.

Manage the end-to-end development and distribution of press releases, media alerts, media kits, editorial features, opinion pieces, spokesperson quotes and other media-facing materials.

Secure meaningful media coverage that reinforces the exhibition’s positioning, reaches priority industry audiences and supports visitor acquisition and exhibitor visibility.

Coordinate media interviews and speaking opportunities for senior leadership, industry experts, exhibitors and conference speakers, ensuring appropriate preparation and message alignment.

Oversee media familiarisation programmes, press briefings, journalist tours and other initiatives designed to deepen media engagement and showcase the exhibition’s strongest content.

Manage reactive media enquiries, reputational issues and communications risks, escalating sensitive matters appropriately and ensuring timely, accurate responses.

Content Development & Editorial Leadership

Own the communications editorial pipeline, ensuring a consistent flow of relevant, differentiated and commercially meaningful stories throughout the exhibition lifecycle.

Develop compelling narratives around exhibitor innovations, product launches, industry investment, technology, market developments, conference agendas and strategic partnerships.

Collaborate with commercial teams to identify exhibitors, sponsors and partners with strong PR potential, converting commercial participation into credible media opportunities.

Work with conference and content teams to identify high-profile speakers, emerging themes and discussion points that can generate pre-event publicity and extend the reach of the programme.

Produce and edit high-quality communications materials tailored to different audiences, markets, media formats and editorial requirements.

Ensure all content is factually accurate, appropriately substantiated, on-brand and aligned with approved corporate messaging.

Support the development of executive communications, leadership commentary, media talking points and thought-leadership content that strengthens the organisation’s industry authority.

Agency & Stakeholder Management

Lead the day-to-day management of appointed PR agencies, setting clear briefs, deliverables, priorities, timelines and performance expectations.

Ensure agency activity is proactive, strategically aligned and focused on securing relevant, high-quality coverage rather than simply meeting volume targets.

Review and approve communications plans, press materials, media pitches and campaign reports, providing clear direction and editorial feedback.

Work closely with exhibition marketing, sales, conference programming, operations, partnerships and senior leadership to source stories, align messaging and maximise communications opportunities.

Establish effective processes for gathering exhibitor announcements, product innovations, speaker information, commercial milestones and other content inputs from internal teams.

Manage communications budgets and external resources efficiently, prioritising activity according to business impact and media opportunity.

Coordinate with relevant corporate communications, government, destination marketing and industry partners where joint messaging, approvals or media engagement are required.

On-Site Media Operations & Exhibition Delivery

Lead communications planning and operational readiness for the live exhibition, including press office requirements, media accreditation coordination, interview schedules, spokesperson availability and media engagement programmes.

Develop and execute a live-show communications plan that maximises coverage of exhibitor launches, product demonstrations, major announcements, conference sessions and VIP participation.

Coordinate press conferences, media briefings, guided tours, interviews and other media-facing activities in collaboration with event operations and relevant stakeholders.

Monitor live media opportunities and respond quickly to emerging stories, breaking industry developments and requests from journalists.

Ensure media representatives receive timely information, relevant contacts, accurate materials and effective on-site support.

Manage the collection and distribution of approved show highlights, announcements, images, quotes and post-event information to support ongoing media coverage.

Oversee the communications wrap-up following each exhibition, identifying outstanding opportunities to extend coverage and sustain engagement beyond the event dates.

Market Intelligence, Measurement & Reporting

Establish clear communications KPIs and reporting frameworks aligned with exhibition objectives, target markets and business priorities.

Monitor and report on media coverage, quality and prominence of placements, message penetration, spokesperson visibility, share of voice, sentiment and reach across relevant markets.

Evaluate media performance against agreed objectives, distinguishing high-value editorial coverage from low-impact or repetitive mentions.

Assess the contribution of communications activity to exhibition awareness, industry positioning, exhibitor visibility and visitor engagement wherever measurable data is available.

Produce regular performance updates, post-show communications reports and actionable recommendations for future editions.

Track competitor announcements, industry developments, editorial trends and emerging media opportunities to inform communications planning.

Use insights from campaign performance and media feedback to continually improve story selection, pitching strategies and communications effectiveness.

Required Skills:

Bachelor’s degree in communications, Public Relations, Journalism, Marketing, or a related discipline.

Typically, 6 - 8 years of relevant experience in communications, public relations or media relations, ideally within exhibitions, B2B events, trade associations, business media or agency side.

Demonstrated experience developing and executing PR strategies for multiple brands, events, business units, or campaigns.

Proven track record of securing quality earned media coverage and developing newsworthy stories for trade, business, and mainstream media.

Experience managing PR agencies, external partners, budgets, and cross-functional stakeholders.

Strong editorial judgement and exceptional writing, editing, pitching and media engagement skills.

Experience managing senior spokespersons, media interviews, press briefings, and live-event communications.

Ability to interpret industry developments and commercial priorities and translate them into compelling media narratives.

Strong organisational and project management skills, with the ability to manage competing priorities and tight deadlines across multiple exhibitions.

Excellent command of written and spoken English. Arabic and/or other regional language capabilities would be an advantage.

Familiarity with media monitoring platforms, PR reporting tools and communications performance measurement.