This interactive session invites participants to explore the role of social media during three very different emergency scenarios - the recent outbreak of civil disorder in English cities, the Asiana Boeing 777 crash in San Francisco, and a new form of terrorism on London streets - an attack on a soldier in Woolwich in daylight in full view of the public. In each incident, significant insights are offered to public authorities on the changing role social media plays in emergencies and its impact on citizen behaviour.

This interactive session invites participants to explore the role of social media during three very different emergency scenarios - the recent outbreak of civil disorder in English cities, the Asiana Boeing 777 crash in San Francisco, and a new form of terrorism on London streets - an attack on a soldier in Woolwich in daylight in full view of the public. In each incident, significant insights are offered to public authorities on the changing role social media plays in emergencies and its impact on citizen behaviour.

The session challenges participants to ‘never stop learning’ in relation to social media and emergency situations, and invites them to become active learners when reviewing crisis case studies. They are encouraged through the session to return to their roles and make significant amendments to their crisis plans, to explore in their organisations whether the current communications structures are sufficient in an increasingly social world, and to become active observers of crises around the world in order to shape dynamic communications plans.

Through exploration, discussion and scenario planning, participants will seek answers to the following issues:

1. How is social media changing not only the speed of crisis communications, but the way a crisis is reported?
2. How should an existing crisis communication plan be amended to make it truly relevant?
3. How can scenario planning assist in increasing the speed of response in crisis communications?
4. There is a definite change in the behaviour of citizens in possession of a smartphone in an emergency, including the phenomenon of ignoring danger to capture images. How should both civil authorities and the mainstream media deal with the dilemmas of such behaviour in an emergency?
5. What is the role of social media in harnessing citizen concern and turning it into positive action in the community when the medium is being used to provoke criminal behavior? What should the response of civil authorities be to this?

Dissemination of information from governments to public through the media has dominated government communication policies and plans for years. The digital revolution has made those traditional mediating tools less necessary and relevant. Theories that defined the relationship between the message, the messenger and the receiver have undergone a sea change over the years as far as understanding and approaches are concerned. The relationship between governments and the public have become two-dimensional, interactive and direct.

Dissemination of information from governments to public through the media has dominated government communication policies and plans for years. The digital revolution has made those traditional mediating tools less necessary and relevant. Theories that defined the relationship between the message, the messenger and the receiver have undergone a sea change over the years as far as understanding and approaches are concerned. The relationship between governments and the public have become two-dimensional, interactive and direct.

The workshop examines ways to communicate effectively with the public. It explores examples of other government communication plans focusing mainly on the UK Government Communication Strategy for 2014. The workshop assesses the relationship with traditional media keeping in mind the public/audiences the government is speaking to. It also considers how dynamic government communication plans can be applied, given the prevailing local communication culture and trends, while factoring in local agencies.

At the conclusion of the workshop, participants will aim to address the following queries:

1. What are the key inadequacies of traditional theories of communications?
2. What are the new theories on communication in a digital social media world?
3. What are the challenges and advantages of interactive communications?
4. How can governments effectively direct communication efforts for target audiences?
5. What are key modern international approaches to government communication?

Opening ceremony under the patronage of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah

Opening ceremony under the patronage of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah

• National anthem
• Welcome speech - Mohammed Khalaf, Director of Sharjah Radio and TV
• Introduction - His Excellency Sheikh Sultan bin Ahmed Al Qassimi, Chairman of Sharjah Media Centre
• Keynote address - His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah
• Keynote address Mikhail Gorbachev, last ruling President of the Soviet Union from 1985-1991, Guest of Honour

The close relationship and direct link between reputation and money, and the role of communication and public relations in the management of reputation and drawing direct investments has been widely established. Recent studies have reiterated that countries that have succeeded in raising the level of their reputation by just five degrees on the international reputation index can enjoy additional tourist incomes annually as long as their reputation is maintained. A good reputation worldwide works to attract people to invest, visit and stay in the country, buy national products, study, work, and enjoy the services.

The close relationship and direct link between reputation and money, and the role of communication and public relations in the management of reputation and drawing direct investments has been widely established. Recent studies have reiterated that countries that have succeeded in raising the level of their reputation by just five degrees on the international reputation index can enjoy additional tourist incomes annually as long as their reputation is maintained. A good reputation worldwide works to attract people to invest, visit and stay in the country, buy national products, study, work, and enjoy the services.

Topics

• The relation between communication and increase in the FDI
• Role of government communication in enhancing the reputation of the state to achieve growth and drive investment inflows
• Challenges and lessons learnt from the experiences of other countries

Social media has imposed itself strongly on the social landscape in a variety of ways - it has transcended ‘being social’ and emerged as an influential tool for shaping public opinion, reputation and image. In recent years, it has almost become a mirror for the society – and produced a group of bloggers that shape public opinion and, more often than not, create it. Governments have realised the importance of such media and communication tools in the hands of the public and the significant impact that social media effects on their impressions and reactions.

Social media has imposed itself strongly on the social landscape in a variety of ways - it has transcended ‘being social’ and emerged as an influential tool for shaping public opinion, reputation and image. In recent years, it has almost become a mirror for the society – and produced a group of bloggers that shape public opinion and, more often than not, create it. Governments have realised the importance of such media and communication tools in the hands of the public and the significant impact that social media effects on their impressions and reactions.

Topics:

• Are governments effectively leveraging social media for communicating with their audiences - listening to their voices and delivering messages to them?
• Have social media and public reaction contributed to achieving administrative changes in the region in recent months?
• Could social media serve as an effective bridge in communication between government agencies and the public?

The ubiquitous and all-pervasive nature of social media today has forced many governments around the world to rethink their communication strategies to step-up the transparency of their messaging. Social media is spearheading a new era of accountability, although very few political leaders are willing to concede the enormity of the change and accept the urgent need to modify the core principles of political and corporate governance.

The ubiquitous and all-pervasive nature of social media today has forced many governments around the world to rethink their communication strategies to step-up the transparency of their messaging. Social media is spearheading a new era of accountability, although very few political leaders are willing to concede the enormity of the change and accept the urgent need to modify the core principles of political and corporate governance.

The session focuses on how the new media landscape has highlighted the ongoing struggle by governments, public servants and high-level corporate executives to appreciate and embrace the new social realities.

Governments cannot simply tinker with existing communication structures in the belief that this will be adequate for new, fast-changing realities. They must fundamentally re-engineer their systems, procedures and mind-sets to cope. And they must do so far more rapidly than their institutional instincts suggest.

Topics:

• How can government communication mechanisms be made more transparent, while remaining true to the general policy of the state?
• How far should governments go when it comes to using social media platforms to reflect their points of view?
• What should the newly evolved government communication structure look like?

MC welcome speech
Speech - Osama Samra, Director of Sharjah Media Centre
Address - Guest of Honour

MC welcome speech
Speech - Osama Samra, Director of Sharjah Media Centre
Address - Guest of Honour

Most governments around the world aim at developing clear visions and specific targets for at least the next two decades. These goals serve as the compass that guides the agendas in the public and private sectors. Such goals also shape the systems and procedures to which all citizens commit in their daily transactions as compliance to these services simply facilitates a smooth, hassle-free life. In the long-term, as the goals become more entrenched into visions, they also shape the destinies of future generations.

Most governments around the world aim at developing clear visions and specific targets for at least the next two decades. These goals serve as the compass that guides the agendas in the public and private sectors. Such goals also shape the systems and procedures to which all citizens commit in their daily transactions as compliance to these services simply facilitates a smooth, hassle-free life. In the long-term, as the goals become more entrenched into visions, they also shape the destinies of future generations.

The success of a vision is measured by the extent to which it is able to meet the expectations of its citizens and keep up with local and global developments for the foreseeable future.

Topics:

• The foundations that visions are built on
• The objective methods that governments need to use to understand the aspirations of its citizens and the role media plays in achieving those methods
• The challenges facing the formation of visions and their delivery to the public on the one hand and their implementation on the other
• The scientific methods to measure the success or failure of a vision and tools used to market the vision
• The role media can play in supporting the government’s vision or keeping an eye on its performance and guiding it towards better results

The success of government communication depends to a large extent on the ability of the public to achieve effective dialogue and ensure cohesiveness between the ministries of state and the smaller departments that face the challenge of sending clear and real-time messages to the public. This inter-dependence empowers the beneficiaries of government communication services – whether they are individuals or institutions, and allows for a deeper understanding of the government's role by its employees. This, in turn, could ensure more effective communication messages in the long-term and translate into better government performance.

The success of government communication depends to a large extent on the ability of the public to achieve effective dialogue and ensure cohesiveness between the ministries of state and the smaller departments that face the challenge of sending clear and real-time messages to the public. This inter-dependence empowers the beneficiaries of government communication services – whether they are individuals or institutions, and allows for a deeper understanding of the government's role by its employees. This, in turn, could ensure more effective communication messages in the long-term and translate into better government performance.

The availability of the skills and strategic communication capabilities within government communication teams is a challenge, primarily because of the lack of human resources with an adequate knowledge of strategic communication, and the absence of a common goal and clear media message. Government communication teams may succeed at times in developing integrated communication programs with professional standards, while they may end up disappointing stakeholder expectations on several other occasions. This session showcases the UK case study in terms of internal communication, from the establishment till achievements stage.

Topics:

• How can we define strategic communication objectives in line with the vision and general policy of the state?
• How can we establish government communication teams that enjoy a consistent and balanced performance?
• How can we urge all government communication teams to speak in one language that reflects the general orientation of the State?

The private sector has always needed to communicate effectively with its audience in order to remain sustainable and stay ahead given the competition in the market. Such a need resulted in the private sector devising methods and means to listen to the audience, develop messages and deliver them in innovative ways to achieve desired goals. While the private sector worked on improving the methods of communication with its audience and strengthening these to optimise efficiency, the public sector in general and governments in particular relied on unilateral messaging, targeting audiences without heedin1g to public opinion or citizen feedback.

The private sector has always needed to communicate effectively with its audience in order to remain sustainable and stay ahead given the competition in the market. Such a need resulted in the private sector devising methods and means to listen to the audience, develop messages and deliver them in innovative ways to achieve desired goals. While the private sector worked on improving the methods of communication with its audience and strengthening these to optimise efficiency, the public sector in general and governments in particular relied on unilateral messaging, targeting audiences without heedin1g to public opinion or citizen feedback.

In recent years, under the pressure of significant political, economic, and social change around the world as well as in the media landscape, governments have become completely aware of the ineffectiveness of a one-sided communication approach, and realize that it is necessary to be part of the change in the government communication approach to ensure the satisfaction of audience.

Topics:

• How can the private sector that has accumulated rich experience in communication over time help develop the nascent public sector’s communication experience?
• What can the public sector learn from the communication experiences of the private sector?
• How do the media see the difference between the communication of Private and public sectors?
• What are the challenges that can hinder the growth of communication policies in the public sector as compared to the private sector?

The discussions of the second day of the forum will conclude with a significant question for the audience on the relationship between the public and the government in terms of communication and interaction. The session aims to conceptualise practical proposals on best methods of communication between the two parties.

The discussions of the second day of the forum will conclude with a significant question for the audience on the relationship between the public and the government in terms of communication and interaction. The session aims to conceptualise practical proposals on best methods of communication between the two parties.

The discussions will seek to have the audience’s ideas on the “How they see the future of Government Communications?” A massive brainstorming module within the forum that invites the participation of the public will serve as the highlight of the concluding day’s session.

This brainstorming segment will highlight the concept of effective government communication from the point of view of promoting a culture of listening to the public and taking on board their practical feedback and suggestions, where feasible and found viable.