By: Kamilia Ali & Mariam Ezzat  

The fourth day of Media Talks Week at ESLSCA University delivered a powerful mix of practical insight and emotional depth, as industry experts explored the evolving roles of PR, data journalism, personal branding, and journalistic ethics. From decoding TikTok storytelling to confronting the moral complexities of war reporting, students were challenged to see the media not just as a profession—but as a responsibility.

The fourth day of the series started with Nada El-Sadat, a communication director at Mazaya & More Retail Group, who led a session titled “The Role of Public Relations in Shaping Digital Lifestyles.” 

El-Sadat discussed how PR strategies have evolved in the digital age and highlighted the growing role of consumer behaviour analytics.  

“PR today isn’t just about media coverage, it’s about understanding your audience’s lifestyle and adapting your communication to fit their digital habits,” she explained.  

She emphasized the importance of staying informed about market trends, especially with the rise of influencers, fast information cycles, and brand storytelling.  

“Whether you’re working with a multinational or a startup, what matters is how well you can connect the brand to people’s daily lives,” she added.  

Students found her approach as both relatable and practical.  

“Her examples were clear, especially when she showed how brands use TikTok storytelling to communicate messages. It made me realize how connected everything is,” said Sarah Aon, a second-year student. 

Following El-Sadat’s session, students engaged with Maha Salah Eldin, founder and head of the data journalism department at Al-Masry Al-Youm, who delivered a talk titled “Data Journalism in the Newsroom.”  

Salah Eldin introduced students to the growing field of data journalism and its impact on truthful, impactful reporting.  

“We’re not just telling stories, we’re providing them with numbers,” she remarked.  

She walked students through how data tools are used to verify facts, visualize trends, and uncover hidden narratives in large datasets.  

“What sets you apart as a journalist today is your ability to connect raw data with human experience,” she said. 

Before her session, many students weren’t really thinking much about data collection and how it’s done. Some thought it was boring, or too hard, or just not something they needed to worry about right now. But after her talk, their perspectives changed.  

“It made me realize I want to explore data analysis in media. I never saw how powerful numbers could be in shaping public understanding,” said Nour Mamdouh a second-year student. 

This talk was followed by another and was led by Fady Ramzy, an independent consultant for online marketing and digital communications, presented a talk on “How to Build a Solid Personal Brand on LinkedIn.”  

Ramzy offered a strategic approach to using LinkedIn as more than just a digital resume.  

“Your LinkedIn is your public voice. Every post, every share, every comment tells the story of who you are and what you stand for,” he stated.  

He encouraged students to be intentional with their presence and to document their journeys with authenticity.  

“Don’t wait to be discovered. Be discoverable. Own your story and put it out there,” he added. 

Many students left feeling motivated to take control of their online identity.  

“I already started drafting a post about Media Talks Week. He really got me thinking about how I show up online,” said Mamdouh. 

The final session of the day was led by Youmna El Sayed, a Palestinian journalist and Al-Jazeera English correspondent. Her session, titled “The Responsibility of Reporters: Ethical Considerations,” delivered an emotional close to the day.  

El Sayed shared deeply personal experiences from her work in conflict zones, exploring the moral and emotional weight journalists often carry. She recalled a moment that left the auditorium silent, a time when she saw a child carrying his martyred younger brother in a backpack after an Israeli attack.  

“I couldn’t take the picture,” she said. “It was too much. I just walked away… and for a while, a long while, I felt guilty. I thought maybe the world needed to see them. But then I remembered, I’m human too.”  

Her honesty resonated deeply with students and sparked meaningful reflection.  

“She reminded us that journalism is a human mission, not just a profession,” said Malak El Sadek, a second-year student. 

As the day came to an end, the impact of the sessions was clear, and the fourth day was wrapped up, students were energized for what the final day would bring. 

Media Talks Week, a first-of-its-kind event at ESLSCA University, brought experts from various areas of the media field to share real world stories, knowledge, and career advice tailored specifically for NMC students.  

“Each talk gave me something different to think about. I feel more confident and curious about my future,” said Omar Ghattas, a second-year student.