The Al-Ahsa branch of the Saudi Journalists Association held a media evening yesterday titled "Building an Effective Media Message", attended by journalists and communications practitioners.

Topics included what makes a message effective, presenting institutional achievements, using artificial intelligence in drafting, adapting messages to different publishing channels, the three stages of building a message, choosing when to publish, focusing on one clear objective, identifying the target audience and humanising the message.

The session also covered automation and its risks, the role of technology in the look of a message, and the pitfalls that corporate communications practitioners fall into.