Sharjah-UAE: 22 February, 2015

Government communication practitioners must adopt immediate and customised communication strategies that empower them to cope with rapid socio-political changes for optimising their performance, said experts at the inaugural session of the fourth International Government Communication Forum (IGCF 2015) that opened today at Expo Centre Sharjah.

Titled 'The future of government communication', the session discussed the current and future relationship between governments and the public against a continually evolving landscape. Specific and immediate measures that need to be adopted to ensure greater effectiveness of government communication were also outlined.

The session was attended by His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah, and General Michel Sleiman, former President of the Republic of Lebanon (2008-2014), and Julia Gillard, Prime Minister of Australia (2010-2013). The audience also comprised key political figures, media representatives, academicians, thought leaders, and professionals from government communication departments in the UAE and from across the globe.

Moderated by Jeremy Bowen, Middle East Editor, BBC, the panel discussion featured Jose Manuel Barroso, President of the European Commission (2004-2014) and Prime Minister of Portugal (2002-2004), General Sir Richard Shirreff, Deputy Supreme Allied Commander NATO Europe (2011-2014), and His Excellency Faisal Al Fayez, First Deputy Speaker of the Jordanian Senate Council.

Jose Manuel Barroso said: "Today's communication landscape is quite complex. Government communication has been impacted by the IT revolution and social media. Leaders are always under the pressure of time to make critical decisions. The 24/7 ubiquitous media presence has changed the meaning of timely communication. At the same time, an increase in the average education rates has led to serious news being treated like tabloid fare."

He added: "Every leader in Europe is complaining about the transformation of the media environment. Instead of complaining, they need to be proactive, adapt and shape their communication messages to be as close to the truth as possible. Today, we need to understand that the old ways of diplomacy and hiding the truth do not work anymore."

Barroso pointed out that governments should take initiative and reach out to the public to explain or inform them about developments, while encouraging them not to be passive but rather interact and express their points of view. He reiterated the need for governments to engage with the youth on social media platforms to ensure maximum impact.

General Sir Richard Shirreff said: "The government should factor in new media channels while implementing any strategy and should tell its stories honestly and truthfully. In the military sector, as with other domains, we have to convey specific messages to different audiences and win their hearts without allowing the opposition to get their ideas across first."

He noted that media consultants play an important role in mediating between authorities and the public, and shaping the right communication messages.

Citing the example of NATO, he added: "In our organisation, our communication and messages need to get the approval of all the member countries, so the information we communicate needs to be market-sensitive. At the same time, it is essential to get public support to achieve our missions, and this can only be done through building trusted communication with people." 

Showcasing the Jordanian government's take on the future of government communication in the Arab region, His Excellency Faisal Al Fayez said:  "Prior to the media and IT revolution, governments used to monopolise the media and control the news. Today things have changed dramatically and we are witnessing a lack of confidence in the official story. We need to rethink how to convey the message accurately to the public to build greater credibility."

He added: "When the Arab spring started, the reason was noble; however, it led to insecurity and war between the people of the same country. The noble ideas did not eventually materialise. Also, the lack of democracy drove the different parties to twist ideas to serve their own interests. While this was easy to achieve in a society that lacked democracy, today we need to be transparent and honest. Interfering with the media will cause us to lose every opportunity to gain and retain the trust of the public."

Al Fayez said: "What we need in the Arab world is political reform if we are to gradually become democratic countries. We have to be accountable and seek direct communication between governments and citizens. More than social media interface, the physical presence of officials and leaders on ground interacting with their citizens will go a long way in building trust."

Organised under the patronage of His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah, IGCF 2015 will conclude on 23 February at the Expo Centre Sharjah.

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About Sharjah International Government Communication Forum (IGCF):
The International Government Communication Forum (IGCF) held in Sharjah is an annual forum that is organised under the patronage of His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah. The Forum aims to build a platform for better communication between governments and their stakeholders to support the government of Sharjah towards creating a participatory dialogue and to develop government communication mechanisms for the benefit of government institutions in the UAE and the region. To fulfil this purpose, the IGCF imports into the region, and especially into Sharjah, the latest global best practices in government communications, media, public relations and other related fields.

For more information, visit www.igcf.ae            
 
Join the conversation #IGCF15 and #IGCF

For media enquiries please contact:
Bahar Erdogan
Global Communications Coordinator
Media Department
Government Communication Unit
Sharjah Media Centre
Tel+971   6 5123420
Email: bahar.erdogan@sharjahmedia.ae 

© Press Release 2015