Government Communication Forum 2013 Examines Strategies For Achieving Effective Communication Within Government Institutions

“The UAE government believes in meticulously serving its people. Based on this vision, government departments are required to unify their policies for effective strategies to communicate with the citizens and residents of the nation.” said Her Excellency Sheikha Lubna Al Qasimi, Minister of Foreign Trade in the UAE.

Her Excellency Sheikha Lubna’s comments came during a panel discussion on the opening day of the Government Communication Forum 2013. The discussion focused on identifying the tools needed for effective communication between government agencies and examining the path to unified government communications.

Titled ‘Government Communication Network: Effective communication towards Unified Message’, the session sought to draw on the international experiences of the panel to define the importance of clear dialogue between government agencies. The session also explored the challenges faced by practitioners in strategic planning for government institutions across the Arab world, and highlighted a need to evolve public communication methods in line with the changing nature of information consumption.

The panel was headlined by international experts in government relations, including Her Excellency Sheikha Lubna Al Qasimi, Minister of Foreign Trade in the UAE; Maha Al Khatib, former Jordanian Minister of Tourism and Antiquities; Gordon Johndroe, former Deputy Press Secretary and spokesman for the US National Security Council, and Noura Al Kaabi, member of the Federal National Council and Chief Executive of the Abu Dhabi Media Zone Authority.

Moderated by Turki Al Dakhil, host of Al Arabiya’s ’Ida’aat‘ program, the session began with a broad overview of the current government relations landscape in the region. The presentations noted that few administrative bodies in the Middle East operate effective public and internal communications strategies.

Speaking about the effectiveness of regional communication and the importance of merging federal and local government messages, Lubna Al Qasimi said: “We have strategies in place at a federal level as well as the local level. Periodically, these strategies and policies are assessed and updated in keeping with the changing needs of the nation. In fact, the UAE places a very high importance on aligning the seven emirates in order to communicate a unified message.

“With the number of channels for communication available today, governments cannot afford to be complacent. Officials have to be straightforward and sincere in delivery. These tools help serve their communication targets effectively. It is for the government to ensure that the community is able to convey its problems. And, it is the role of the government to remain aware of these social changes and new tools, adopt a proactive approach and seek to resolve the people’s concerns.”

Maha Al Khatib, former special advisor to Her Majesty Queen Rania Al Abdullah of Jordan, explained the difference between governments led by strategic communication units, and those that lack similarly robust methods of dialogue.

Speaking on the importance of smart and effective communication, Al Khatib said: “When it comes to communicating with the public, if officials do not have a crystal clear message that reflects the vision of the government and the role of the citizen, communication becomes futile. The truth is that we live in a society where the public is not actively involved in decision making. As a result, there is a lack of awareness and confidence in the government. Citizens do not trust the message because they do not understand what is being done in their favour. There is an urgent need to stimulate the role of the citizen and build a relationship with them.”

Speaking about the importance of a unified message, and how to avoid communication breakdowns in emergency situations, Johndroe said: Coordination between governments and making sure all ministries and government officials are working under a coordinated policy is crucial. It is impossible to have a unified message if the government itself is not unified.”

Commenting on the need to embrace new media channels to effectively communicate with the modern citizen, Al Kaabi said: “Once the basics of public communication are established and understood, it will be easier for governments to take a leading role in communicating with the public. Realising the importance of public opinion, governments have now started operating through new media channels. It is imperative for government departments to stay on top of new tools used by the people to communicate; this will ensure they remain connected and avoid lagging behind.”

Sheikha Lubna was the first woman in the UAE to receive a ministerial portfolio after becoming UAE’s Finance Minister. She has also held the positions of Executive Team Leader of Dubai e-Government and Chief Executive Officer of Tejari, which emerged as one of the most prominent electronic businesses in developing markets under her leadership.

Gordon Johndroe, Vice-President of APCO Worldwide in Washington, holds a wealth of experience in corporate communications, media relations and government affairs. He has also worked as a spokesman for the United States National Security Council and was Deputy Press Secretary at the White House where he provided strategic communications guidance. He was also responsible for US government communications on issues of national security.

Federal National Council member Noura Al Kaabi is the CEO of Abu Dhabi’s twofour54, an initiative that aims to develop and sustain local media and creative industries of the UAE and the region. Al Kaabi is a member of the Federal National Council (FNC) of the UAE and sits on the board of Abu Dhabi Media Company, Abu Dhabi Chamber of Commerce, ImageNation and the Abu Dhabi Sports Council. She is also a member of the Advisory Board for Abu Dhabi Music & Arts Foundation (ADMAF) and Tawteen. She was awarded Female CEO of the Year by CEO Middle East Awards in 2012.

Sharjah Media Centre launched the inaugural Government Communication Forum in 2012 to deliberate on issues that have never been tackled before. A first-of-its-kind event, the forum articulates the centre’s efforts to develop government communication mechanisms for the benefit of government institutions in the UAE and the wider region.

Emirate:  Sharjah

Date: Feb 25, 2013

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