Government Communication Forum rounded off its 2013 sessions by showcasing Sharjah's experience in establishing a government communication unit to improve communication between the government and its people. The discussion during the session highlighted the stages of establishing the Government Communication Unit (GCU), its role, responsibilities, and operational mechanisms. The participants also spotlighted one established government department within the GCU as a case study for government communication.
Led by Hassan Yaquob, media person at Sharjah Media Corporation and presenter of the Khat Al Mubasher, the discussion included panelists His Excellency Marwan Jassim Al Serkal, CEO of Sharjah Investment and Development Authority Shurooq, Samy Al Reyamy, Editor-In-Chief of the daily Emarat Al Youm, Mamoon Sbeih, Managing Director of APCO Worldwide in MENA, and Ahmad Salem Bosamnoh, Board Member of Sharjah Media Corporation.
Mapping the role of journalists within the ambit of government communication, His Excellency Marwan Jassim Al Serkal said: Journalists are concerned with some basic needs: ease of access to correct information in a timely manner, transparency and quality of the content. The functions of a body similar to the GCU would serve towards such needs, bridging the gap between the requirements of government and those of journalists. One of the key imperatives is to is to be respectful to journalists, allowing them to ask questions, and interacting with them through social media.
His Excellency Marwan Bin Jassim Al Serkal possesses a sharp understanding of the market and in-depth insight into the functioning of economies and international legalities and legislation. He is also considered one of the key leaders in Sharjah's growth by virtue of his position as CEO of Sharjah Investment and Development Authority (Shurooq), CEO of Al Qasba Development Authority, and a former Board Member of the Sharjah Tourism and Development Authority.
Commenting on how well the GCU is received by the journalist fraternity, Samy Al Reyamy said: It is important for the journalist to perceive the GCU as a facilitator rather than a barrier. Information and the right to know is a fundamental privilege of the people, rather than of the officials. People would like to see their own problems being discussed and addressed in the media.
Sami Al Riyami is Editor-In-Chief of the daily newspaper Emarat Al Youm. He is also the Vice-President of the UAE Journalists Association. A prominent Emirati journalist, he was earlier the Deputy Editor-in-Chief at Al Bayan newspaper. Commanding a large readership for his focus on social and domestic affairs, Al Riyami has authored two books Oyoun Al Kalam (Words can See) and Ka'enat fe Hekayat (Creatures in Tales).
Outlining the goals behind the establishment of the government communication unit in Sharjah, Mamoon Sbeih said: The Government of Sharjah was earnest in its commitment to link words to actions in a manner that is clearly understood by the people. The GCU's five departmental functions span several essential domains such as media monitoring, strategic communications, digital media, press, planning and coordination. Together, these functions help create unified messages. The GCU is fully abreast with prevailing communication trends, and is reaching out to media outlets using all tools conventional such as press releases and contemporary such as social media platforms like Twitter.
He added: We need to shift communications to the interactive mode, taking into account feedback whether positive or negative. Raising awareness is another task. The public deserves to know what the government is doing. The better such tools become, the better the outcomes that government actions will achieve.
Mamoon Sbeih is specialized in C-suite and senior government advisory, crisis communications, as well as the development and execution of media relations and public relations training courses in both English and Arabic. He managed the launch of JiWin in 2006, which went on to become a leading communication consultancy in the region and was acquired by US-based APCO Worldwide in 2010.
Contributing to the discussion, Ahmad Salem Bosamnoh said: Today, the media spectrum of Sharjah is diversifying and this in itself brings about multiple and varied needs. The case of government communications in the emirate of Sharjah has been a process of insight accumulated through the decades, gathered from local and overseas experiences. The GCU is not a reaction to some event rather, it is rooted in the vision of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah, who had the foresight to see that only the media has the power to catapult the Arab world into the realm of well-rounded progress. The GCU is built on the premise that it needs to serve the expectations of the Sharjah community, and not remain a mere propaganda machine.
Ahmad Salem Bosamnoh is an Emirati media professional. He is a renowned personality in the different arenas of the media field. He joined Sharjah Radio in 1973 as a presenter and an editor, and was assigned in 1986 the mission of establishing Sharjah TV which he then became the manager of. Additionally, he assumed the office of general manager at Al-Emarat Radio in Abu Dhabi. Bosamnoh was honored by the League of Arab States as one of the pioneering Arabic media professionals. He became a member of Sharjah's Consultative Council in 2007. Currently, he is a member of the board of directors of Sharjah Media Corporation.
The Government Communication Forum is held under the patronage of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah. The annual event aims to articulate Sharjah Media Centre's efforts to develop
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Government Communication Forum rounded off its 2013 sessions by showcasing Sharjah's experience in establishing a government communication unit to improve communication between the government and its people. The discussion during the session highlighted the stages of establishing the Government Communication Unit (GCU), its role, responsibilities, and operational mechanisms. The participants also spotlighted one established government department within the GCU as a case study for government communication. 
