Ms. Samar Raouf, welcome to Al Borsagia and thank you for giving us the pleasure and the
time. So tell us more about yourself.
Thank you for having me, not sure how to start……I’ve spent my entire career building images
and protecting the reputation of many organizations serving different sectors, industries, and
markets, including SITA, Glaxo, Huawei, DHL, SANOFI, Suez Cement Group, and
Additionally, I’ve provided services on a consultancy basis, coaching leaders, and managers on
public speaking, executive presence, and communication.
So what have you been up to since you left the corporate world?
In 2018, I established Communicate, one of the few true communication agencies in Egypt.
While most agencies are rooted exclusively in traditional public relations, we stand a unique
position with our deep experience in safety communications, internal communications, corporate
positioning, crises management, thought leadership, and executive communication.
That sounds like very interesting but what really differentiates your service…what makes you
We understand the power of perception and know-how to shape it. We bring a rare blend of
experience in corporate communication, marketing, film making & technology!
Though we are young, however, we stand with several firsts. We are the first to introduce live
corporate radio, as a tool of internal communication, to replace the traditional and outdated
corporate magazines and newsletter.
During my corporate life, I noticed that we are missing a platform that would bring the entire
business community together, where we can share successes, experiences, celebrate
achievements, and help the community to drive their own businesses and success stories. I
had this dream of introducing this platform in a way that would respond to the market needs and
answer the unasked question, so we are finally introducing Cairo Business Radio (CBR), an
online business podcast, which comes exceptionally rich in terms of contents, and different in
terms of formats! At CBR, all our topics and podcasts are hosted by subject matter experts and
not a radio host. Also, at CBR, we speak only one language… the business language.
So who exactly are the targeted audience of the Cairo Business Radio?
We have a product for every business caliber, from corporate employees, executives, and
CEOs, to job seekers, fresh graduates, and founders of startups and SMEs. I won’t tell you
more, just download the app, CBR, or visit our website cairobusinessradio.com and let’s start
this dialogue together. Your readers would also be interested as we will be covering and will
have quality analysis presented regarding the financial and capital markets.
A Business Radio Channel is indeed a much needed platform, but it does require quality
content, so how do you develop the content?
Cairo Business Radio is a platform filled with content from actual stake holders and market
participants in the form of experts, thought leaders, executives and educators. The Egyptian
business community has a wealth of great minds and talents and we are tapping into that
treasure of information by simply providing a medium to exchange experiences and thoughts
across the business community. Our extensive lineup of programs and segments are a true
reflection of that overlap between listeners and presenters and guests.
Because our content is what would be considered organic, developed and presented by both
respected and admired personalities known and highly revered in the business community, we
are addressing real life challenges and showcasing proven success stories from around the
We have strong content partners across the spectrum and have been collaborating closely with
individual thought leaders and experts on many different issues and topics of interest to the
As an example, we work very closely with Global Trade Matters, one of Egypt’s leading private
sector think tanks focused on economic reform policies and the enhancement of international
For many years, Global Trade Matters has been the initiator for thought-provoking
conversations and a platform for hard talks discussing serious topics such as bilateral trade, job
creation, economic reform policies, climate neutrality, global competitiveness and international
cooperation. Through our collaboration we are able to access the treasure trove of information,
research, analysis and recommendations available through their local, regional and global
Our cooperation is based on mutual benefit as Cairo Business Radio will provide Global Trade
Matters with a key platform to extend their reach to a wider audience and provide an opportunity
for those who are unable to attend or access the think tank’s exclusive content and conferences
to tap into the important information they provide.
We need this level of depth on CBR. We need those who can mobilize expertise and ideas to
influence the decision-making process. At CBR, we are a business platform, and we realized
that in a world facing many pressing challenges, useful insights that can be acted upon are
essential. To be able to deliver on our promise, to bring value to the business community in
Egypt, we need those experts to push for change through their robust network, deep
understanding of issues affecting the economy, and its indicators; we need a reliable partner
like Global Trade Matters.
Al Borsagia has been involved in and covering the International Dialogue on Climate Neutrality.
Cairo Business Radio has also joined this important dialogue…can you tell me more on the
important role CBR plans to play in enhancing the dialogue on climate neutrality?
Climate change is a global challenge and CBR hopes to utilize its platform to send a clear
message to the business community that climate action is real and we all need to work towards
making major improvements to our business practices if we hope to reach a carbon free world
The International Dialogue on Climate Neutrality, initiated by Global Trade Matters and
supported by organizations such as DCarbon, Geocycle, Link & Gains, the Embassies of Brazil,
Denmark, Ireland, New Zealand, Finland, and Singapore, in addition to the UN’s International
Organization for Migration and many other participants from the private sector, government,
public sector and civil society, is a wonderful, effective and efficient hub of thoughts, ideas,
experiences and solutions for a collective action towards true and impactful climate change and
At CBR and through our programs we will be covering and highlighting companies and
organizations pushing forward the UN Global Sustainability Goals (SDGs) and showcasing best
practices and success stories from across the economy. We will also highlight new
technologies, innovations and inventions addressing climate change and will try to encourage
the business community to become a more active player in the fight against climate change.
Cairo Business Radio will provide live coverage and commentary for the next Climate Neutrality
Dialogue on March 16 th and will have some very interesting interviews with key personalities on
the sidelines of this important gathering….so please do tune in and reach out and join the CBR
What are your final thoughts to our readers?
I want to thank Al Borsagia and your readers for this wonderful opportunity to share some of my
thoughts today…. and hope that you will all join us one day at CBR as our guests. I believe that
the way forward is for a closer collaboration between stakeholders and I hope that CBR will play
a key role in bridging the gap between thought leaders, policy influencers and business trend