Madinah | July 30, 2025

As part of the cultural program accompanying Madinah International Book Fair 2025, the Literature, Publishing and Translation Commission organized a distinctive seminar titled "Institutional Communication: How to Make Your Story Persuasive and Inspiring," moderated by media personality Hashim Al-Jahdali, and featuring Anas bin Nasser Al-Humaid, Assistant Deputy for Communication at the Ministry of Hajj and Umrah, in a rich session combining theory with field experience.

During the seminar, Al-Humaid presented a comprehensive view of the importance of storytelling in institutional communication, affirming that the effectiveness of messages is not measured only by digital performance indicators, but by their ability to psychologically and behaviorally influence the audience, explaining that a good story builds trust, strengthens belonging, and drives engagement if crafted with simplicity, clarity, and alignment with the institution's identity and message.

He explained that a successful institutional story often stems from a real experience or an actual situation carrying value and a message, and contains elements of conflict and resolution, and must be presented in humane language free of complexity, in a style that evokes precise details that touch reality and lend the message credibility and strength.

Al-Humaid reviewed successful examples from local and global institutions that adopted storytelling in their media campaigns, stressing that a story is not just a promotional tool, but a strategic means of changing behavior and boosting brand image. He also noted that communication practitioners should possess the traits of a passionate reader and a creative thinker engaged with context.

On the topic of crisis management, Al-Humaid affirmed that effective communication during crises relies on rapid response, accurate assessment, and transparent messaging, explaining that transparency does not mean disclosing every detail, but presenting an accurate and responsible account that helps build trust.

He also touched on the role of artificial intelligence in content creation, considering it a powerful ally for institutional communication if used with awareness and professional ethics, warning against the rise of misleading content resulting from random use of the technology, and calling for developing local content and protecting the public from digital misinformation.

This seminar is part of the fair's efforts to provide intellectual and dialogue platforms linking culture and media, and to discuss modern communication tools from an applied and professional perspective, at a time when the media field is witnessing rapid technical and sociological shifts.