Maxim Behar, former president and current board member of the world's largest PR and communications organization ICCO, participated in the organization's annual global summit, which was held for the first time in the Middle East - Dubai. Maxim Behar met with colleagues and professionals from all over the world, including Vietnam, Saudi Arabia, UK, USA, India, Poland, South Africa, and others.

Maxim Behar was a keynote speaker at the summit, delivering a lecture on "Ethics in the PR Industry and the Importance of Transparent and Ethical Business in the Modern Age". Behar gave his opinion on modern business and good practices, as well as talked about the future of the PR.