Abdullah Alrakaf
Riyadh,Saudi Arabia
Summary
Dynamic and innovative Public Relations Director, with more than 15 years of experience. Armed with a track record of success in directing and monitoring communication strategy activities and helping, revising, and discussing strategic plans and targets to be congruent with the organization’s strategy. Possess deep knowledge of the corporate communication development processes and means of handling them efficiently, editing, proofreading, Content management, digital marketing, social media management, leadership development, and performance evaluation. In addition to my analytical, time management, and organizational skills and abilities. All of that led to boosting the awareness of the waqf sector from 10% to 65%, achieving a 150% rate of operating performance compared to business units at the level of the authority, getting the Best Educational Campaign Winner (Waqf Tale Competition) from International Public Relations Association (IPRA), enhancing the level of awareness of the energy sector (electric power) by 75%, and reducing the negative perception rate of the energy sector from 90% to 45%.
Overview
20
20
years of professional experience
Work history
Corporate Communication Director
National Agriculture Development Company (NADEC)
10.2023 - Current
- Establish the General Directorate of Institutional Communication
- Develop the department's policies and procedures
- Produce informative and entertaining press marketing materials
- Create and implement effective communication strategies to increase brand awareness
- Prepare detailed reports on media activity
- Oversee the marketing and public relations teams
- Respond to communication-related issues as soon as possible
- Interact with key stakeholders to ensure they are informed
- Communicate with all project stakeholders, both internal and external
- Set objectives for the public relations team and monitor team members’ performance
- Maximize brand presence on various channels (e.g., web, television, and social media)
- Cultivate and maintain relationships with media and influential professionals
- Arrange interviews and press releases to promote the authority and its services
- Ensure brand consistency in all advertising efforts
- Organize public relations events to increase awareness of our company.
- Supervised and developed high-achieving staff, providing orientation, training, support and direction.
- Implemented company policies and legal guidelines.
- Managed daily operations by overseeing financials, key performance indicators and employee performance.
- Managed business operations, financial performance and investments of company.
- Formulated business plans to increase growth and minimise cost for company.
- Navigated regulatory landscapes, maintaining legal compliance and risk mitigation.
- Led negotiations with vendors and suppliers, securing favourable terms.
- Spearheaded strategic planning initiatives, aligning organisational objectives with long-term goals.
Public Relations Director
General Authority for Awqaf
03.2020 - 08.2023
- Establish the General Directorate of Institutional Communication
- Develop the department's policies and procedures
- Produce informative and entertaining press marketing materials
- Create and implement effective communication strategies to increase brand awareness
- Prepare detailed reports on media activity
- Oversee the marketing and public relations teams
- Respond to communication-related issues as soon as possible
- Interact with key stakeholders to ensure they are informed
- Communicate with all project stakeholders, both internal and external
- Set objectives for the public relations team and monitor team members’ performance
- Maximize brand presence on various channels (e.g., web, television, and social media)
- Cultivate and maintain relationships with media and influential professionals
- Arrange interviews and press releases to promote the authority and its services
- Ensure brand consistency in all advertising efforts
- Organize public relations events to increase awareness of our authority.
Public Relation Director
Saudi Electricity Company (SEC)
01.2018 - 03.2020
- Created a social networking unit
- Undertook tactics for engaging with the public through direct channels, such as programs to improve, improve, enhance, and improve the reputation and image
- Prepared and implemented programs that directly target government and private sector entities
- Planned identity strategy process
- Assigned responsibilities and initiatives to the public relations team
- Monitored and influenced media coverage
- Reported on the outcomes of public relations efforts
- Managed sensitive situations to keep the company's positive reputation.
Corporate Communication Director
Saudi Electricity Company (SEC)
01.2017 - 01.2018
- Developed a positive mental image of the company and enhanced its reputation, by preparing and disseminating media content in the media
- Created social media channels and suitable content to keep up with media trends
- Established the media plan and monitored and analyzed what was said about it
- Prepared suggestions for special communications projects
- Submitted suggestions to management and promoted them
- Prepared and delivered presentations to convey knowledge throughout the firm
- Represented the company at a variety of events.
Media Communication Manager
Saudi Electricity Company (SEC)
01.2013 - 01.2017
- Supervised the text and digital information and published it on websites
- Prepared the daily press file
- Gave the officials and decision-makers in the authority the media stories that were published about them
- Send appropriate graphics and recommendations to help decision-makers make decisions that would improve the public's perception of them
- Produced informative and entertaining press releases, press kits, newsletters, and marketing collateral
- Designed and implemented effective communication strategies to increase customer loyalty, brand awareness, and satisfaction
- Prepared comprehensive media activity reports
- Planned and oversaw the design, content, and production of all marketing materials
- Collaborated with several marketing divisions to develop fresh ideas and strategies
- Supervised projects to ensure that all content was ready for publishing
- Developed communication and marketing plans for new goods, launches, events, and promotions
- Oversaw the marketing and public relations departments
- Responded quickly to communication-related issues.
Correspondent and Producer
Al-Arabiya News Channel
01.2004 - 09.2010
- Conducted TV coverage work
- Drafted news articles and Saudi news
- Created and produced news and videos
- Collected facts, tales, and pieces all day long from the team members
- Collaborated with the news director to choose and prioritize content
- Added stories and aspects to make the show more appealing
- Selected video and sound clips will be presented to maintain consistency
- Cooperated with the production team to maintain high technical standards
- Communicated with the studio crew and anchors while on-air.
Education
Master's Degree - New Media and Internet Technology
University of Bedfordshire
Bachelor's Degree - Press and Public Relation
Muhammad Bin Saud University
Skills
- Public Relations Management
- Internal Communication Management
- Corporate Communication Management
- Web Content Management
- Event Management
- Production
- Social Media Management
- Strategic Planning
- Performance Management
- Priority Management
- Persuasion
- Negotiation
- Attention to Detail
- Media management
- Website management
Affiliations
- Public Relations Association, Founding Member, 2022
- Saudi Journalists Club in Britain, Founding Member, 2010
Languages
Arabic
Native
English
Upper intermediate
References
References available upon request.
Accomplishments
- Raised by NADEC awareness from 10% to 80%
- Won the customer experience world Competition's Best Educational Campaign Award from Consumer Protection Association,
- Raised by the waqf sector's awareness from 10% to 65%
- Achieved an operating performance rate of 150% compared to business units at the authority level
- Won the Waqf Tale Competition's Best Educational Campaign Award from the International Public Relations Association (IPRA)
- Raised by the electric power sector's awareness by 75%
- Lowered from 90% to 45% the energy industry's negative perception percentage
- Increased business completion rates from 40% to 90% via electronic means and made sure that no transactions were lost
Timeline
Corporate Communication Director
National Agriculture Development Company (NADEC)
10.2023 - Current
Public Relations Director
General Authority for Awqaf
03.2020 - 08.2023
Public Relation Director
Saudi Electricity Company (SEC)
01.2018 - 03.2020
Corporate Communication Director
Saudi Electricity Company (SEC)
01.2017 - 01.2018
Media Communication Manager
Saudi Electricity Company (SEC)
01.2013 - 01.2017
Correspondent and Producer
Al-Arabiya News Channel
01.2004 - 09.2010
Master's Degree - New Media and Internet Technology
University of Bedfordshire
Bachelor's Degree - Press and Public Relation
Muhammad Bin Saud University
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