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TPRA Media – Aligned with UAE AI Strategy 2031: Credibility Engineering for a Machine-Readable Nation

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84% of AI citations draw on verified media as structured archiving is urged to safeguard UAE national milestones

DUBAI, UAE, Oct. 2, 2026 /PRNewswire/ — Public relations was never defined by ink, airtime or a distribution channel. It has always been earned credibility: third-party validation, stories others choose to amplify, and the ability to shape perception when the institution is not in the room. That core has not changed. What has changed, according to a study by TPRA Media on digital communications and knowledge governance, is the surface credibility now travels on.

In the UAE, that evolution is accelerating. Official releases from government departments and public entities are no longer only real-time press products. They have become sovereign knowledge assets — the ground truth from which generative AI engines answer citizens, investors and global users seeking verified insight on the nation’s socioeconomic landscape.

The shift arrives as the country advances the UAE National Strategy for Artificial Intelligence 2031 and leads MENA with a 75% enterprise AI adoption rate, according to the Arab Media in the Age of AI report by the Dubai Press Club and Deloitte. Public sector communications can no longer be measured by raw impressions. It must build persistent, verified digital authority so national achievements are protected against algorithmic hallucination and distortion.

Credibility engineering, not coverage volume

Reem Masswadeh, Strategic Communications and Reputation Management Expert at TPRA Media, said the profession’s essence is intact; only the discovery layer has moved.

“PR was never the press release. It was always earned credibility,” Masswadeh said. “Artificial intelligence does not manufacture that credibility. It identifies, validates and reorganises persistent digital signals. A government announcement now derives its value from long-term discoverability, verifiability and relevance as an algorithmic citation.”

Research across generative AI ecosystems shows chatbots draw about 84% of citations and contextual inputs from earned media and independent reporting in reputable outlets, based on analysis of more than 25 million cited links. Brand websites and paid placements barely register.

“This underlines the irreplaceable role of verified journalism in keeping large language models grounded,” she noted. “Authoritative coverage is citation fuel. Unstructured archives do the opposite: they create vacuums that models fill with unverified third-party claims.”

She said teams must leave vanity metrics behind and practise credibility engineering: building informational credit that still holds after the news cycle ends.

“Institutions no longer compete only for media space or search rankings,” she said. “They compete on the quality of their information inside a system AI tools use to answer, interpret and compare.”

The study calls this urgent in the UAE, one of the world’s most AI-saturated markets, where generative tools are becoming default discovery for a young, multilingual population. In that landscape, Masswadeh said, “traditional versus new media” collapses. What AI privileges is what strong PR has always produced: independent, authoritative signals.

From announcement to sovereign knowledge asset

The white paper concludes that official content must be archived as structured, reusable knowledge, not left as a one-day media hit. Collaboration between academic institutions and public communications bodies is required if verified national achievements are to remain the baseline for AI platforms worldwide.

Masswadeh’s test is practical: if an achievement cannot be discovered, verified and cited by a machine six months later, it has not been secured.

“PR never dies,” she said. “It evolves. In the UAE, that evolution is no longer optional. Credibility has to be engineered — or it will be inferred by someone else.”

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University of Phoenix leaders to present on scaling competency-based education at CBExchange 2026

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Marc Booker and Justin Hallock to share lessons from creating more than 5,000 competency-based education graduates in six years

PHOENIX, Oct. 2, 2026 /PRNewswire/ — University of Phoenix is pleased to announce that Marc Booker, Ph.D., vice provost of Strategy, and Justin Hallock, senior director of Change Management, will present at CBExchange 2026, taking place Sept. 30-Oct. 3 in Orlando, Florida. The annual event brings together educators, employers, policymakers and innovators to advance skills-based and competency-driven approaches that strengthen connections between learning and work.

Booker and Hallock will present the session, “Creating 5,000 CBE Graduates in 6 Years,” on Oct. 3. The session will explore how University of Phoenix aligned academic, operational, technology and data functions to build and scale a competency-based education (CBE) ecosystem that has supported more than 5,000 graduates since its inception.

“Over the past six years, we’ve seen how competency-based education can create more flexible pathways for learners to demonstrate their skills and knowledge while progressing toward their educational goals,” said Booker. “Successfully scaling CBE requires strong collaboration across academic, operational and technology teams, along with a shared commitment to supporting learners where they are at. Those efforts have helped us build a model that continues to evolve based on learner needs while maintaining a focus on quality, flexibility, value, and relevance.”

How Competency-Based Education Supports Working Adult Learners

University of Phoenix has a longstanding commitment to educational innovation designed to support working adult learners. The University’s competency-based education offerings provide flexible pathways that align learning with career goals and evolving workforce needs.

That work is further reflected in the University of Phoenix whitepaper, A Holistic Perspective to Creating Successful CBE Programs at Scale, co-authored by Booker and Hallock. The paper outlines lessons learned from designing, implementing and scaling competency-based education programs and offers insights for institutions exploring skills-focused learning models.

As employers increasingly prioritize skills and demonstrated competencies, University of Phoenix continues to contribute to conversations shaping the future of higher education and workforce readiness. Booker and Hallock are among the University’s leaders regularly invited to share their expertise at national conferences and industry events. In 2026, University representatives participated in the AACRAO Annual Meeting, ASU+GSV Summit, 1EdTech Learning Impact Conference, SXSWEDU Conference and PESC Data Summit, helping advance discussions around learning innovation, student success and workforce-aligned education.

Learn more about CBE Exchange 2026 and see the full conference agenda here.

About University of Phoenix

University of Phoenix is Built for Real Life. 50 Years Strong. The University innovates to help working adults enhance their careers and develop skills in a rapidly changing world through flexible online learning, relevant courses, academic AI pillars, and skills-mapped curriculum for associate, bachelor’s and master’s degree programs. Active students and alumni have access to Career Services for Life® resources including career guidance and tools. For more information, visit phoenix.edu. 

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SOURCE University of Phoenix

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equipifi® Named a “Best Places to Work in the Valley” Finalist After a Year of Rapid Growth

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The recognition comes during equipifi’s fastest stretch of growth, following its Series B raise.

SCOTTSDALE, Ariz., Oct. 2, 2026 /PRNewswire/ — equipifi®, the leading provider of bank-led Buy Now, Pay Later (BNPL) solutions, today announced it has been named a finalist for the Phoenix Business Journal’s Best Places to Work in the Valley for the fourth consecutive year. Last year, the company placed second in the Extra Small category.

equipifi nearly doubled its headcount over the past twelve months, hiring across sales, customer success, product, and engineering to meet growing demand from banks and credit unions for BNPL they own and control. The hiring followed the company’s Series B raise earlier this year and reshaped nearly every team.

“Companies find out what their culture is really made of when they scale it fast,” said Bryce Deeney, Co-Founder and CEO of equipifi. “We nearly doubled the team this year, and earning this recognition in the middle of that tells me we’re bringing in the right people. They’ve matched the pace we were already moving at and even pushed us forward. That’s a testament to the culture we’ve built and the people we bring into it.”

A finalist for a fourth consecutive year, equipifi has consistently earned this recognition during fast stretches of growth. In addition to team size, the company also grew BNPL transaction volume on its platform by 128% year over year, and expanded its platform’s capabilities including enhanced underwriting and notifications.

“This was a year of growth, evolution, and lacing up our running shoes to move fast,” said Marlowe Everett, VP of People at equipifi. “equipifi attracts exceptional people, and we’re deliberate about how we hire, develop, and retain them. We look for people who want to build something meaningful and grow with the company, and once they join, they’re given true ownership to create. With a values-based culture and a wildly talented team in place, we’re set up for an even bigger year ahead.”

equipifi’s team brings together experience in banking, payments, commerce, and fintech, working across disciplines to redefine Buy Now, Pay Later as a product native to the banking experience. A finalist in the Extra Small category this year, equipifi will compete in the next size category in the coming year due to its rapid growth. Learn more about careers at equipifi at equipifi.com/careers.

About equipifi

equipifi is a fintech company that enables banks and credit unions to offer flexible payments and Buy Now, Pay Later as a native capability within their digital banking platforms. By embedding installment lending directly into the institutions consumers already trust, equipifi helps financial institutions deepen the banking relationship, grow their lending portfolio, and compete effectively in a payments landscape defined by evolving consumer expectations. Learn more at equipifi.com.

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SOURCE equipifi

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dōTERRA “Imagine” Global Convention Inspires Thousands in Orlando and Unveils Bold New Wellness Innovations

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ORLANDO, Fla., Oct. 2, 2026 /PRNewswire/ — dōTERRA welcomed over 10,000 attendees, both in person and virtually, to its 2026 Global Convention, “Imagine,” held September 23 to 26 in Orlando, Florida, marking the first time in company history the annual event has taken place outside of Salt Lake City. Over four days, Wellness Advocates gathered to celebrate achievement, deepen their understanding of Natural Intelligence, and connect as a global community.

“Imagine was an invitation to envision what’s possible when trusted wellness solutions are combined with meaningful human connection,” said Jonathan Johnson, President of dōTERRA. “From celebrating the achievements and service of our Wellness Advocates to unveiling new products and innovations, this year’s Convention demonstrated the strength of what we can build together. As we look ahead, dōTERRA’s future will be shaped by our shared commitment to listen, collaborate, and help the world heal, together.”

The week began with a Recognition Gala honoring an exceptional year of achievement, followed by a Healing Hands Service Project, where attendees prepared more than 12,000 Days for Girls Kits for communities around the world, including Orlando.

Throughout the week, general sessions, TERRAtalks, and immersive experiences, including the dōTERRA Experience, Essential Oil Symposium, and Marketplace, brought the science behind essential oils to life. The final General Session celebrated rank advancements, community milestones, and personal stories of impact, closing with a challenge to turn inspiration into action.

Throughout Convention, dōTERRA introduced an exciting new lineup of products:

Naio 5 mL Essential OilInTune™ Focus Collection: InTune™ Focus Blend 15 mLInTune™ Stick + Hiba WooddōTERRA On Guard™ Stick + EchinaceaPocket Diffusers: dōTERRA Breathe™dōTERRA On Guard™InTune™IKISE™ Skincare Collection: Cleansing BalmFace CleanserToner Smooth & RichDual Serum Smooth & RichDay & Night Face CreamIntensive Eye CreamImmortelle Essential Oil

To explore the full lineup and shop these new products, visit the dōTERRA New Products page.

Together, the event’s experiences and innovations reflected dōTERRA’s continued commitment to inspiring meaningful wellness for people and communities around the world.

About dōTERRA
dōTERRA International is an integrative health and wellness company and the world leader in the global aromatherapy and essential oils market. dōTERRA sources, tests, manufactures, and distributes CPTG Certified Pure Tested Grade® essential oils and essential oil products to over 10 million Wellness Advocates and customers. Through its new Wellness Made Simple program—dōTERRA’s science-backed approach to laying a strong wellness foundation—the company empowers individuals to take charge of their health. Like and follow dōTERRA on Facebook and Instagram. Learn more at doTERRA.com.

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SOURCE doTERRA International, LLC

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