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, according to communication experts at a panel discussion on day-two of the Government Communication Forum 2013.
Titled Strategic Communication is more than a work plan, the session stressed on the importance of matching each step of the strategy with the overall strategy of government communication, making it more than just an action plan ready to be implemented. According to the experts, both tactics and preparation pave the way for implementation.
Panelists at the session included Dr. Abdullah Jawdat Rizkallah, Founding Member and CEO of Al Risalah Satellite, Dr Hessa Lootah, Associate Professor at UAE University, Maryam Bin Fahad, Executive Director of Dubai Press Club, and Zaven Kouyoumdjian, media person in Future TV of Lebanon. The segment was moderated by George Kordahi, media person and TV presenter.
During the session, the speakers focused on the importance of defining and uniting government communication steps and mechanisms in addition to building new strategic agenda that paves operations and connects government communication units.
Within the same context, Dr. Abdullah Jawdat Rizkallah spoke about the mechanism of government operations to unite government communication and said: It is crucial to understand the audience that the message is targeted for. Governments must learn to prioritise their efforts to focus on those goals that will yield the most results.
The process of building a communication plan and strategy will be useless if it does not realize its objective of creating an impact. Therefore, careful attention must be paid to ensure that all government stakeholders are taken into consideration, strategies are elaborated on and the messages are in harmony with the overall vision of the nation.
Dr. Abdullah Jawdat Rizkallah is the founding member and CEO of Al Risalah Satellite Channel responsible for leading the development and implementation of the channel's strategic plans. He has also played a key role in establishing the Doha-based Al Noor Holding Group, which invests in the film and television industry, leading to his appointment as the group's Deputy Chief Executive Officer.
Commenting on the main pillars for government communication strategies, Dr Hessa Lootah, said: Even in our daily lives there needs to be some basis for communication. Even more so within government departments; so, having a clear idea of the message and an understanding of the tools available to convey the message is crucial. Developing a solid strategy is important for achieving set goals, particularly for governments whose main targets revolve around the building of a nation.
The missing element, however, is very often the human' factor. Governments must attempt to understand the diversity of the society and create strategies that encourage the involvement of the public. Moreover, strategies ought to be defined by the people within the organisation, by those who have a deep understanding of the culture of the public, to ensure that all their needs are taken into consideration.
Dr Hessa Lootah has served as head of department of Mass Communications at the UAE University. She has also held positions in the Faculty of Humanities and Social Sciences, in addition to sitting on the board of the UAE National Media Council and Arab Journalism Awards 2010. She teaches a mix of courses including communication research methods.
Reflecting upon the vision of His Highness Sheikh Mohammad Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to establish a two-way flow of communication between the government and the people, Maryam Bin Fahad said: In addition to having a crystal clear vision and messages that reflect reality, it is important to nurture team work and professionalism within government departments.
Highlighting the importance of aligning media strategy with the overall strategy of the government, she added: It is more important to endorse best practices and embed a culture within the organization than striving to be in the limelight.
Maryam Bin Fahad is Executive Director of Dubai Press Club since 2005, responsible for driving the organization as a vital networking forum for regional and international media. Currently, she is also serving as President of the International Association of Press Clubs (IAPC). Maryam is reputed as one of the most active young media leaders in the UAE through delivering two high visibility projects year after year - the Arab Media Forum and the Arab Journalism Awards. Her responsibilities additionally include the supervision of the development of the Arab Media Outlook report - a comprehensive resource on the media landscape in the Arab world.
On his part, Zaven Kouyoumdjian commented on the concept of segmentation. He said: I find the concept of segmentation very interesting. In advertising, for instance, they call it segment marketing where companies carry out extensive surveys to identify their stakeholders. On this basis, they target those segments that would find their product most useful. Similarly, a comprehensive communications plan should not be limited to certain groups. Dividing the audience into segments to understand individual needs will enable governments to achieve a broader reach.
Zaven Kouyoumdjian is the presenter and producer of a TV show called A'al Akeed' (Definitely) on Future TV that combines reality TV and investigative journalism. The show won Kouyoumdjian the Gold Shield Award from the Arab Organization for Social Responsibility. Kouyoumdjian shot to fame in the Arab world with his TV show Sire Wenfatahit', which laid
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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, according to communication experts at a panel discussion on day-two of the Government Communication Forum 2013. 
