Agenda - 2013

The ability to deliver a speech is a vital tool for senior officials who have the important role of communicating their messages to the public and to specialist groups, including at international events. This workshop covers all aspects of how to make an effective public presentation.

The workshop discusses the complementary relationship between governmental institutions and print and audio-visual media, and how to communicate the media message to the target audience, as well as the vital role of the Media in supporting the government efforts through its various institutions.

Throughout the world, governments are utilizing social media as a means to regularly connect with citizens, residents, visitors and any other members of the public. As a result, all government sectors need to understand the nuances of social media and how it impacts its reputation, relationships and credibility.

Holding any press conference is based on the event through which a message needs to be delivered to the public seeing its importance and the timing of the press conference.

In the midst of strategic changes taking place in the world today, effective communication between governments and their people has been proven to be crucial. Believing that it is important to communicate with the people is the first step in successful government communication. In addition to proactively identifying the needs and problems of the people, understanding their concerns, and listening to them, it is essential to engage with them to communicate the government’s points of view and reach a win-win situation.

The official opening ceremony of the Government Communication Forum will be under the patronage and in the presence of His Highness Sheikh Dr Sultan bin Mohammad Al Qasimi, member of the UAE Supreme Council and Ruler of Sharjah.

Introduced in 2013, the interview sessions are regarded a crucial component of the Government Communication Forum. The one-on-one interviews seek to highlight the pioneering role of eminent personalities in politics and government communication in the Arab world and beyond.

The international case study session will highlight communication principles for electoral campaigns, analyzing the electoral campaign of US President Barack Obama in 2012 that is considered one of the most expensive presidential races in history. The segment will scrutinize the backstage preparations and dynamics involved in electoral campaigns. It will also look into communication strategies and innovative ways of using communication that played a pivotal role in Obama’s re-election for a second term. Additionally, the session will examine the key role of the media in influencing or shaping public opinion.

The session on the second day of the Government Communication Forum will also focus on the best practices in government communication worldwide. The sessions will seek to identify steps that contribute to building successful government communication units in terms of organizational structure, trained personnel, workflows, organization and implementation strategy, and developing agendas for governmental events.

Experience has demonstrated that there is a need to update the means of communicating with the public on a regular basis. Additionally, it is crucial that communication is clear and proactive. However, a considerable number of Arab bodies, ministries and government institutions lack sufficient strategic communication programmes. Such institutions also fail to leverage effective tools that would enable them to successfully communicate with their stakeholders and understand their aspirations.

The session seeks to examine the existence of an ideal government communication structure and identify ways to replicate this model. Additionally, the session will look to conclude if governments can develop special models for their government communication units to achieve their objectives of communicating with the public. In addition to identifying Arab governments that originally have strategic and effective government communication units, the session will aim to determine if governments that lack such structures will succeed in transitioning towards the effective government communication models.

Keynote speech by Hamdy Kandil, Media Personality and journalist

Every step in the government communication process is an integrated and independent project in itself that aims to identify the cornerstones of effective communication with other departments in the government communication unit. Each step has its own strategy that matches the overall strategy of government communication, which makes it more than just an action plan ready to be implemented. Tactics and preparation pave the way for the implementation.

The session aims to discuss the mechanisms of communication in Arab governments and highlight the Government Communication Unit in Sharjah as an innovative effort established with a mandate to improve communication between the government and its people. In addition to walking through the stages in the setting up of the GCU in Sharjah, the session will throw light on the role and functions of the unit in relation to the people of Sharjah. The participants will spotlight the mechanism established between one of the government departments in Sharjah and its stakeholders as a case study in government communication.