Abdallah Touqan from Dubizzle wins our Message in a Minute Challenge

In case you couldn’t work it out from Twitter, Lindsay and I were at the European Communication Summit in Brussels last week.

While there we ran the first Media Coach Message in a Minute competition in which we asked the professional PRs to describe their organisation in a colloquial and interesting way in 60 seconds and record it on our onsite camera.

Many people often forget the value of an efficient Message in a Minute, or elevator pitch. They often (wrongly) assume that people know what they do (even after an hour of talking to them) when actually they only have a vague idea.

Abdallah Touqan did an excellent elevator pitch for Dubizzle

So doing it well can be a challenge but is worth getting right.

Even by the standards of professional communicators, we had some unusually strong entries and were really impressed by what people came up with virtually on their spot.

Although it was a tough call in the end we gave the prize to Abdallah Touqan for his description of Dubizzle, the company where he heads up communications.

What clinched his win was his arresting and imaginative use of numbers, examples (e.g. Egyptians having the equivalent of Swedish GDP in unused goods in their homes) and enthusiastic but measured delivery. He also managed to convey Dubizzle as a ‘movement’ in the ‘collaborative economy’ rather than just being  a company, which was very effective.

He was just a great spokesperson in terms of content and style.

Well done to everyone who took part and we hope you enjoyed it.

See you next year.


About Laura Shields

Laura Shields is Brussels Director of The Media Coach. After graduating from Cambridge University in 2000, she worked as a financial producer for CNN and CNBC Europe in London before moving to BBC News as the Economics and Business Analyst. At the BBC Laura also produced political and financial news for Radio 4′s World at One and PM programmes and was a key member of the teams that produced the TV results coverage for the UK, US and European elections. Laura was a contributor to the BBC website and has also had her work published in Open Democracy and Communication Director and Outsource Magazines. Laura is now working as a media trainer, journalist and panel moderator based in Brussels. As a journalist she reports from the major EU Summits and moderates high level conferences and panels for clients including the European Commission and Parliament, the UN, businesses and NGOs. Laura hosts Media Training, Presentation Training, Social Media Training, Crisis Media Training and Message Building courses for The Media Coach.

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    • Abdallah Touqan
      Abdallah Touqan says:

      Thank you Robert, yeah it is true! Its always good to try delivering your message in all sorts of environments. Distraction is always there, so being focused comes with practice I gotta say 🙂


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