Sharjah-UAE: 27 February, 2011 - Government communication must offer messaging that is transparent, real-time and interactive. Furthermore, governmental communications' infrastructure must foster genuine feedback from citizens, according to Gerard Corbett, CEO of the Public Relations Society of America.

Corbett added: "Governmental communication is a unique and important function. When strategically deployed, the overarching messaging as a whole can maximise positive results while serving as a catalyst for driving change. Social media is the most pertinent example and thus relevant governmental bodies across the US have adopted it."

Corbett's comments came during a session titled 'Case Study of the Governmental Awareness Campaigns in the US and UK' on day-two of the Government Communication Forum 2012. Attended by leading government officials and top-tier regional and global media thought leaders, the event will conclude today at the Sharjah Chamber of Commerce and Industry (SCCI).

Sue Wolstenholme, elected president of 2013 for CIPR, UK, jointly headlined the session that deliberated on the substantial impact and importance of government campaigns.

Citing the 'Change 4 Life' anti-obesity campaign in the UK as an example, Wolstenholme said: "Building trust in any communications campaign is of paramount importance for its success. Partnering with the right parties is also a key factor. Partners should be chosen for their direct public relationship or relevance to the campaign as opposed to their intrinsic financial value. Using this two-pronged approach, the 'Change 4 Life' anti-obesity campaign drew a coverage that included 1,317 articles, of which 95 per cent were positive.

"In conclusion, a solid well-rounded successful campaign will employ trust as its driver. When practised professionally, the campaign strives for a consensus between the organising body and the community."

Sue Wolstenholme is among the first 30 public relations' professionals in the world to be awarded CIPR Chartered Practitioner status. She leads the assessment of professional standards of those applying to become Chartered PR Practitioners and supervises doctoral dissertations for students of public relations at the University of Exeter, UK. Previously, Wolstenholme has served as a consultant and former chief executive of the European Public Relations Education and Research Association (EUPRERA).

Gerard Corbett is the Chair and CEO of strategic communications consulting firm Redphlag LLC. A senior branding, marketing and PR executive with over 35 years of experience, he is also a senior member of the American Institute of Aeronautics and Astronautics, an accredited member (APR), chair-elect, member of the board and member of the College of Fellows of the Public Relations Society of America. Named 'InsidePR Magazine - Public Relations All Star', he is listed in Marquis Who's Who and is a member of Kappa Tau Alpha, the National Journalism Honor Society.

Set to become an annual event, the first edition of the Government Communication Forum is hosting a series of panel discussions and workshops, in addition to spotlighting Sharjah Media Centre and its mandate to develop and oversee communicational best practices for the government institutions in Sharjah.

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About Government Communication Forum:
Government Communication Forum is an annual forum that is organized under the patronage of His Highness Sheikh Dr. Sultan Bin Mohammed Al Qassimi, Member of the Supreme Council and Ruler of Sharjah. The event witnesses the convergence of regional and global media experts and government thought leaders in Sharjah. The forum aims to bring the latest professional practices of government communication to Sharjah and position it to opinion leaders, heads of governmental institutions, and officials in Sharjah as part of an endeavour to develop a collaborative and participatory dialogue with its people.

About Sharjah Media Centre
The Centre represents the main link between the Government of Sharjah and the media on a local, regional and international level. It provides journalists, broadcasters or any other media professionals the opportunity to join as members and benefit from a unique position which allows them a direct and active dialogue with Sharjah's People and Government officials.

Sharjah Media Centre was established by the Amiri Decree No. 5, 2011, issued by His Highness Sheikh Dr. Sultan bin Mohammed Al Qassimi, Member of the Supreme Council and Ruler of Sharjah. The Centre's role can be summarized by saying that it is the voice with which the Emirate of Sharjah addresses the world.

For media enquiries please contact:
Shereen Qardan
International Media Coordinator
Sharjah Media Centre
Phone: +971 6 5123456
Email: shereen.qardan@sharjahmedia.ae

© Press Release 2012