Today's Edition
SARA ALZAABI (SHARJAH)
The 13th edition of the International Government Communication Forum (IGCF 2024), commenced on Wednesday at Expo Centre Sharjah with over 160 activities, including dialogues, inspiring stories, workshops, and training courses.
Launched in 2012, the forum is supported by 44 strategic partners and brings together media and communication specialists to discuss, exchange experiences, and review successful practices that benefit governments and media departments, said Abdulla Alyassi, Head of the Public Relations Department at the Sharjah Government Media Bureau, in a statement to Aletihad.
"Over the years, this forum has earned a prestigious position among global events, eagerly anticipated by participants. It is not just for media specialists, we also welcome young people, including those enrolled in specialised courses tailored to their abilities, offered by partner agencies,” Alyassi said.
This initiative is organised in collaboration with UAE University and other universities, both domestic and international, with student teams competing to find solutions that help governments communicate more effectively, he added.
The Sharjah Government Communication Award, created by a specialised team, was established after a forum's recommendation. This year, it received its highest participation, with over 3,800 entries from around the world. The finalists will be honoured on Thursday, he noted.
A session titled "Renewing media discourse: Is youth the key to transformation", organised by The Executive Office of Her Highness Sheikha Jawaher Bint Mohammed Al Qasimi (HHEO), explored media and communication institutions' strategies for blending tradition with innovation, attracting top talent, adapting to new media practices, and redefining government structures.
Moderating the session, Mira Abdulrahman Al Hammadi, Director of Corporate Communications at HHEO, underlined that HHEO leads an integrated system of community institutions dedicated to the advancement of families and individuals within the social fabric of the Emirate of Sharjah.
These institutions focus on four key sectors: developing the capabilities of children and youth, empowering women, advancing society and the family, and supporting charitable work.
Asma Hassouni, Director of the Media Office of the Supreme Council for Family Affairs, discussed the criteria for selecting competencies to deliver the right message to the media.
She said that technology has facilitated the process of changing the orientation of governments in terms of organising structures.
Belqis Saber, Head of the Marketing and Events Department at Sajaya Young Ladies of Sharjah (SYL), discussed the role of young people in media and marketing.
“From our experience in institutions, we have seen that young people have the ability to design content without prior knowledge. They have great potential, and old structures limit their creativity," Saber said.
Saber also noted that "job titles limit creativity", highlighting that "we have many young people who can create high-quality media content for any institution”.
Duaa Al Mahri, Director of Corporate Communication at Sharjah Ladies Club, discussed the approach to balancing competencies between women and men in institutions.
She said that "women have become empowered in all fields", citing the gender equality index.
Al Mahri said that "we are trying to keep up with developments in order to integrate society and be part of the change".
She also noted that "in balance, the main criterion is competence and not a specific gender".
Speaking to Aletihad on the sidelines of the event, Mohamed Al Musharrakh, CEO of Sharjah Foreign Direct Investment Office, said that they are participating in a forum focused on agile governments and innovative communication.
“We are involved in two key sessions. The first session addresses agile economies and how Sharjah communicates globally, including the role of diplomatic missions in reaching investors and the services provided by Sharjah Investor Services Center. It also covers organising business roundtables and updating international investors on new regulations," he said.
He added that the session will explore the role of foreign direct investment promotion offices in global investor engagement and Sharjah's success stories.
This discussion on innovative communication explores the role of artificial intelligence, centering on chatbots and avatars, and their potential integration in various platforms, illustrating the evolving human-machine interaction landscape, he added.
