Under the sponsorship of United Bank, the Rotary Club of Egypt hosted a high-profile Public Image Seminar,” bringing together leading figures from the finance and business community, media representatives, and Rotary members.
The event featured an in-depth panel discussion titled “How the Business Community Sees Rotary: Building Image from the Inside Out.” Key participants included Ahmed Obeid, Cultural Ministry Advisor and Managing Director of RMC; Mirna Aref, General Manager of Microsoft Middle East & Africa for Emerging Markets; Tarek Kamel, Chairman and CEO of Egypt & Sudan Company; and Neveen Keshmiri, Assistant Managing Director of United Bank. The session was moderated by Hala Abdel-Wadoud, Chief Corporate Communication Officer at United Bank.
Two Sides of Rotary’s Corporate Image
Neveen Keshmiri emphasized that Rotary’s perception within the business community has two dimensions. On one hand, it is seen as a disciplined, respected organization with strong networks and genuine community engagement experience. On the other, some still perceive it as a traditional social club.
She highlighted that the real challenge lies not in Rotary’s activities or mission but in managing its public image and translating actual impact into broad societal awareness. She noted that effective transformation starts internally, through clear identity, unified practices, and communicating achievements in simple, evidence-based language.
Strategic Role of Public Relations and Storytelling
Keshmiri stressed that public relations is a strategic tool for building trust and protecting institutional reputation over the long term. She underscored the importance of documenting human-centered stories with measurable results, asserting that every Rotary member acts as an ambassador for the organization.
“The corporate image is built through daily actions and connecting activities to real societal impact,” she said, emphasizing that transforming Rotary projects into verifiable impact stories strengthens public perception and ensures long-term credibility.
The Value of Investing in Corporate Image
According to Keshmiri, every dollar invested in a corporate image can save ten dollars during crises. She cited global examples such as the Deepwater Horizon oil spill, the Diesel emissions scandal, and recent social media privacy breaches, where companies spent billions to repair their public image. She concluded that proactive investment in corporate reputation is a smarter and cost-effective strategy for long-term stability, as exemplified by leading global brands in technology and sportswear.
Hala Abdel-Wadoud, Chair of the Conference Organizing Committee, acknowledged the vital support of United Bank in making the event possible. She stressed that partnerships with institutions that share Rotary’s mission are crucial for maximizing social impact and achieving organizational goals.
