A Media Training Masterclass at the Arab Media Summit 2026

What does it take to represent the UAE on the international stage?

That was the question at the heart of a fast-paced and highly interactive Media Training Masterclass delivered by HWM co-founders Eve Hester and Hisham Wyne at the Arab Media Summit 2026.

Founded in the UAE in 2013, HW Media (HWM) supports spokespeople from across the region as they navigate international public engagement opportunities. So, when Team HWM was invited to contribute to this year’s Arab Media Summit, it was a natural opportunity to share some of the practical techniques developed through years of working with high-profile spokespeople.

The global spokesperson

The session, titled “The Global Spokesperson: Elevating International Media Encounters,” formed part of the Government Communication Forum at the summit and was held in collaboration with the Government of Dubai Media Office and its DXB 500 initiative.

The masterclass was deliberately practical. Rather than simply talking about media interviews, Eve and Hisham put the audience into real-world scenarios, exploring what it takes to communicate clearly, confidently and effectively with an international audience.

From preparing key messages to handling challenging questions, the session offered participants a toolkit they could put into practice immediately.

Navigating a global media spotlight

Dubai and the UAE have long attracted significant international media attention. With that visibility comes both opportunity and challenge — including the spread of misinformation and disinformation.

For spokespeople, this makes effective communication more important than ever.

Eve and Hisham highlighted the role spokespeople can play in setting the record straight and communicating with confidence, even when faced with difficult or unexpected interview questions.

They also emphasised the importance of seizing international public engagement opportunities. Engaging directly with international media gives UAE spokespeople an opportunity to showcase the country to global audiences and demonstrate that it remains very much business as usual in the UAE.

Making complex content simple

One of HWM’s specialities is helping experts communicate complex subjects in a way that works for a broad audience.

The masterclass brought this expertise to life with practical examples of how to simplify complicated messages without losing their substance — a particularly important skill when communicating across different cultures, media environments and levels of subject knowledge.

Participants also explored techniques for responding to hostile and challenging questions, helping spokespeople stay focused on their core messages while remaining natural and authentic.

More than just words

Media performance isn’t only about what you say. It’s also about how you say it.

The masterclass included plenty of practical advice on camera technique, from body language and posture to the effective use of voice. And while the session covered serious and important topics, there were plenty of fun moments along the way.

The aim was to make media training feel less like a lecture and more like an experience — one where participants could experiment, practise and learn by doing.

The challenge

The session ended with a challenge for the audience.

The brief: Create a video for an international audience demonstrating the impact of a UAE entity.

It was a fitting way to finish — putting everything covered in the masterclass into practice.

The response from participants was fantastic, with strong engagement and positive feedback throughout the session.

For Team HWM, the masterclass was a great opportunity to share our experience, connect with communicators from across the UAE and region, and reinforce something we see every day in our work:

When spokespeople are well prepared, international media encounters can become powerful opportunities to communicate, build understanding and tell a compelling story about the UAE.