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 - Osama Samra, Director General of Sharjah Media Centre
• • Speech HE Sheikh Sultan bin Ahmed Al Qasimi Chairman - Sharjah Media Centre
• • Speech –HE President General Michel Sleiman President of the Republic of Lebanon (2008-2014) - Guest of Honour
• • Speech - His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, UAE Supreme Council Member and Ruler of Sharjah

Studies, research and experiments continue to focus on the domain of government communication with a view to broadening its scope and furthering its role as a resourceful tool in enhancing communication between government departments and, more importantly, between governments and their public.

Studies, research and experiments continue to focus on the domain of government communication with a view to broadening its scope and furthering its role as a resourceful tool in enhancing communication between government departments and, more importantly, between governments and their public.

Despite the positive contributions of such studies so far, the continually evolving needs of the community as well as the emergence of new mediums have created gaps in communication between theory and practice. This has mandated government communication practitioners to adopt immediate and customised communication strategies that empower them to cope with rapid changes in the field and achieve a sustainable and balanced performance.

Topics:

• Current relationship between governments and the public
• Changes in the expectations of the public vis-à-vis methods of communication
• Future relationship between governments and the public in the continually changing landscape
• Specific and immediate measures that need to be adopted to ensure greater effectiveness of government communication
• Challenges likely to impact the shift in government communication methods

Government communication departments worldwide are continually looking to enhance their methods of communication with the public. A key priority for these departments is to create an environment that fosters dialogue and interaction between the governments and the people they represent/serve. This is particularly relevant in today’s scenario where government communication is no more about serving as a mere voice of the government. In its broadened scope, the focus of the sector is as much about strengthening relations between various governmental bodies and the public, creating a platform to discuss issues that concern the public, and establishing harmony among various departments to ensure the messages of the government are delivered in the most accurate and timely manner.

Government communication departments worldwide are continually looking to enhance their methods of communication with the public. A key priority for these departments is to create an environment that fosters dialogue and interaction between the governments and the people they represent/serve. This is particularly relevant in today’s scenario where government communication is no more about serving as a mere voice of the government. In its broadened scope, the focus of the sector is as much about strengthening relations between various governmental bodies and the public, creating a platform to discuss issues that concern the public, and establishing harmony among various departments to ensure the messages of the government are delivered in the most accurate and timely manner.

Topics:

• Role of government communication departments
• Challenges facing government communication in the creation of an environment that fosters dialogue and interaction with the public
• Steps needed to prepare government communication departments for their role
• Future role of government communication departments amid the rapid socio-economic changes
Moderator:
• Shanto Iyengar, Professor of Political Science at Stanford University
Speakers:
• Alex Aiken, Executive Director of Government Communications in the office of British Prime Minister
• Yomna Kamel, Strategist at the Government Communication Office, UAE
• Karen Sanders, Professor at CEU San Pablo University, IESE Business School

As the 27th Prime Minister of Australia and in her previous role as Deputy Prime
Minister, Gillard played a pivotal role in the successful management of
Australia’s economy - the 12th largest in the world - during the global financial crisis. Gillard developed Australia’s
guiding policy paper, ‘Australia in the Asian Century’. During her tenure, she delivered nation-changing policies such as reforming Australia education system, creating an emissions trading scheme, improving the provision and sustainability of health care, launching the nation’s first ever scheme to care for people with disabilities, restructuring the telecommunications sector, and building a national broadband network.

In foreign policy, Gillard strengthened Australia’s alliance with the US, and secured stronger architecture for the relationship with China, India, Japan, Indonesia and South Korea. She has represented Australia at the G20, and won Australia’s right to host the 2014 meeting.

As the 27th Prime Minister of Australia and in her previous role as Deputy Prime
Minister, Gillard played a pivotal role in the successful management of
Australia’s economy - the 12th largest in the world - during the global financial crisis. Gillard developed Australia’s
guiding policy paper, ‘Australia in the Asian Century’. During her tenure, she delivered nation-changing policies such as reforming Australia education system, creating an emissions trading scheme, improving the provision and sustainability of health care, launching the nation’s first ever scheme to care for people with disabilities, restructuring the telecommunications sector, and building a national broadband network.

In foreign policy, Gillard strengthened Australia’s alliance with the US, and secured stronger architecture for the relationship with China, India, Japan, Indonesia and South Korea. She has represented Australia at the G20, and won Australia’s right to host the 2014 meeting.

Topics:

• Insight into Gillard’s practical experience
• Relationship with the media especially in times of crises
• Role that govern communication plays in vital issues of the country
• Challenges that are likely to hinder the development of government communication
• Future relationship between governments, people and the media

Moderator:

• Stephen Sackur, Presenter - BBC Hardtalk

Several researchers have attributed the rapid evolution of the communications landscape to the internet. Projections indicate that the development of the virtual world over the past two decades is but the beginning of a wave that will completely and dramatically impact all aspects of life.

Several researchers have attributed the rapid evolution of the communications landscape to the internet. Projections indicate that the development of the virtual world over the past two decades is but the beginning of a wave that will completely and dramatically impact all aspects of life.

Building on this observation, the level of digital connectivity that governments share with their audiences is perhaps one of the most important indicators of a sound and contemporary structure of governance - especially in a future where complex digital systems open up even more innovative avenues of communication and further simplify/enrich people’s ability to communicate.

Topics:

• Importance of digital government communication and its current features
• Future of digital government communication
• Measures that need to be taken today to promote effective digital government communication in the future
• Challenges that could impair the effectiveness of governments’ digital communication
Moderator:
• Rima Maktabi, TV journalist and reporter - Al Arabiya News
Speakers:
• Jared Cohen, Founder and Director Google Ideas
• Ben Hammersley, Journalist and Researcher on social networking tools
• Hugh Pinney, Vice President of News EMEA- Getty Images
• Muna Abu Sulayman, Presenter - MBC

An official spokesperson is the voice of the government, and the focal point for connecting public administration with the media.

An official spokesperson is the voice of the government, and the focal point for connecting public administration with the media. The spokesperson is mandated to communicate accurate news, information and trends in addition to government decisions, policies and reaction to issues of concern to the government, the public or the media.

However, a spokesperson’s role is no longer confined to speaking on behalf of governments or to broadcasting news alone. In today’s scenario, the government spokesperson acts as a conduit between the government and its audiences – the sender and the receiver. A spokesperson is the incubator of people’s views and, most importantly, those of the media, just as he/she is the official representative of the party that he/she speaks on behalf of.

Topics:

• The multidimensional role of today’s official spokespersons
• Empowering the spokesperson with effective communication tools
• Grooming a spokesperson; qualifications
• Future role of official spokespersons
Moderator:
• Turki Al-Dakhil, Presenter - Al-Arabiya News
Speakers:
• Mustafa Al Khalfi, Minister of Communication and Spokesperson - Moroccan Government
• Robin Gordon-Farleigh, News Planner - UK Prime Ministry
• Khaled Walid Hazem, Industry Solution Manager, Government Middle East & Africa Public Sector Microsoft
• James Rubin, Assistant Secretary of State for Public Affairs under President Clinton and Chief Spokesman for the State Department (1997 and 2000)

Lakhdar Brahimi is an Algerian United Nations diplomat, who served as the United Nations and Arab League Special Envoy to Syria until May 14, 2014

Lakhdar Brahimi is an Algerian United Nations diplomat, who served as the United Nations and Arab League Special Envoy to Syria until May 14, 2014. He is a member of the Commission on Legal Empowerment of the Poor, the first global initiative to focus specifically on the link between exclusion, poverty and law. He is also a member of the Global Leadership Foundation, an organization which works to promote good governance around the world. He is currently a distinguished senior fellow at the Centre for the Study of Global Governance at the London School of Economics and Political Science, and a governing board member of the Stockholm International Peace Research Institute. Topics:

• Glimpses of Brahimi’s practical experience
• Relationship with the media especially in times of crises and diplomacy
• The role that government communication plays in the vital issues of the country
• Challenges could face the development of government communication
• Future relation between government, people and the media
Moderator:
• Dr. Raghida Dergham, senior diplomatic correspondent - Al Hayat Newspaper New York

In a world dictated by enormous upheaval, the onset of digital technology is changing the relationship between governments and their people. More and more, traditional command and control systems appear slow and unwieldy while reporting a crisis in comparison to digital media platforms that offer instant coverage.

In a world dictated by enormous upheaval, the onset of digital technology is changing the relationship between governments and their people. More and more, traditional command and control systems appear slow and unwieldy while reporting a crisis in comparison to digital media platforms that offer instant coverage.

Acknowledging the power and reach of social media, some governments in the region have embraced the platform with varying degrees of success.

Focus of the workshop:

• Role of governments in a crisis
• Impact of social media on traditional emergency management processes

Lecture Workshop participants will be able to:

• Analyse whether social media is the most effective tool for warning and informing the public in an emergency
• Investigate whether effective monitoring of social media improves emergency responses
• Analyse recent emergencies around the world to identify and share good government communication practices

The European Union (EU) draws up its budgets every seven years. In an EU with 28 member states, it is virtually impossible to satisfy every citizen’s needs. Reactions are, therefore, always mixed. More lately, public perception of the EU - and specially the budget - has shifted from 'neutral' to 'negative'.

The European Union (EU) draws up its budgets every seven years. In an EU with 28 member states, it is virtually impossible to satisfy every citizen’s needs. Reactions are, therefore, always mixed. More lately, public perception of the EU - and specially the budget - has shifted from 'neutral' to 'negative'.

While many in Brussels believe the EU is the solution for the zone’s economic and financial problems, there are the others that believe the EU and the Euro are the cause of the crisis. National politicians tend to focus on what they can get out of the negotiations and fail to look at the larger European dimension. To add to the cynicism, negative stories about failed projects continue to surface.

The challenge for communicators working for European institutions is to get away from the 'more or less’ money discussion and highlight the story behind the figures to explain the functioning of the budget and kill myths that circulate.

The workshop will present a case study to illustrate the complex issue of the EU budget. The session will also examine ways to improve public perception of the issue.

Focus of the workshop:

• Who would you target and how?
• What communication tools (press releases, Twitter and other social media, background briefings) would you use?
• What can you do to simplify your message? (use of metaphors, models, examples)
• What is the role of one-on-one communication and personal contacts?

Workshop participants will gain:

• An understanding of the timeline for the decision making process.
• Utilise the information to achieve set objectives, while studying examples that could potentially ruin them.
• A clear picture of the specific hurdles that the EU Communications Office had to overcome for ensuring clarity in messaging.
• An insight into the communication models prepared and how social media was used within the process.

Two recent high profile tragedies for Malaysia Airlines and the significant role of digital communications in disseminating news and information on major stories will serve as the focal points of the workshop.

Two recent high profile tragedies for Malaysia Airlines and the significant role of digital communications in disseminating news and information on major stories will serve as the focal points of the workshop.

When the MH370 disappeared from the radar, Malaysia Airlines responded using a communication plan rooted in traditional media. However, social media reared its head and became the vehicle for hourly speculation and criticism. The world was shocked and bereaved when a second tragedy, the crash of MH17 in Crimea, led to the deaths of all passengers onboard. This time around, Malaysia Airlines was ready with a response on the tragedy. The airline’s proactive effort won unanimous support and praise.

In a world where digital media demonstrates its power with each breaking story, the workshop will explore the lessons learned from Malaysia Airlines and other recent incidents.

Focus of the workshop:

• How social media can create an immediate information vacuum and cause authorities to lose control at a critical moment through an overwhelming demand for information that is simply not available.
• How should authorities respond to such demand to ensure reputations are not damaged and control of the agenda is not lost?
• How does one prepare for such eventualities?

Workshop participants will gain:

• Insight into how social media is changing the dynamics of government relationships with citizens.
• Greater understanding of the importance of speed in government communication without diluting the accuracy of messaging.
• Importance of anticipating and collating ideas to fill the information vacuum when information is scarce.
• Insight into the dynamics of retaining control on social media.
• Awareness of the risks of social media and how these can be mitigated

On 20 April 2010, the mammoth explosion of the BP Deepwater Horizon oil rig situated in the Gulf of Mexico caused one of the largest maritime disasters and oil spills in US history leading to considerable reputation damage and financial losses for BP. To deal with the huge financial losses and the set-back to its credibility, the company used many tactics and tools to communicate with external and internal stakeholders during and after the crisis.

In the days following the crisis, BP’s Chief Executive Officer Tony Hayward did not follow the advice of his communications team, refused to take ownership and passed the blame on to its key partners in the project – Haliburton and Transocean. BP had to face brickbats on all sides for poor crisis communication as well as faults in its management practice.

On 20 April 2010, the mammoth explosion of the BP Deepwater Horizon oil rig situated in the Gulf of Mexico caused one of the largest maritime disasters and oil spills in US history leading to considerable reputation damage and financial losses for BP. To deal with the huge financial losses and the set-back to its credibility, the company used many tactics and tools to communicate with external and internal stakeholders during and after the crisis.

In the days following the crisis, BP’s Chief Executive Officer Tony Hayward did not follow the advice of his communications team, refused to take ownership and passed the blame on to its key partners in the project – Haliburton and Transocean. BP had to face brickbats on all sides for poor crisis communication as well as faults in its management practice.

Focus of the lecture workshop:

• Role of crisis communication in stemming reputation damage and financial loss
• Importance of preparedness and ensuring an effective corporate PR strategy to deal with crises
• Importance of selecting the right spokesperson to communicate the right degree of empathy, contrition and sincerity to key target audiences in crisis scenarios
• Need to engage with all key stakeholders and the legal team before facing the media

Lecture workshop participants will gain:

• Identify best crisis communication practices by analyzing what went wrong
• Understand how best to improve emergency responses in crisis scenarios
• Explore how an effective SWOT analysis could have helped BP prevent the dissemination of conflicting communication messages to the public

On 20 April 2010, the mammoth explosion of the BP Deepwater Horizon oil rig situated in the Gulf of Mexico caused one of the largest maritime disasters and oil spills in US history leading to considerable reputation damage and financial losses for BP. To deal with the huge financial losses and the set-back to its credibility, the company used many tactics and tools to communicate with external and internal stakeholders during and after the crisis.

In the days following the crisis, BP’s Chief Executive Officer Tony Hayward did not follow the advice of his communications team, refused to take ownership and passed the blame on to its key partners in the project – Haliburton and Transocean. BP had to face brickbats on all sides for poor crisis communication as well as faults in its management practice.

On 20 April 2010, the mammoth explosion of the BP Deepwater Horizon oil rig situated in the Gulf of Mexico caused one of the largest maritime disasters and oil spills in US history leading to considerable reputation damage and financial losses for BP. To deal with the huge financial losses and the set-back to its credibility, the company used many tactics and tools to communicate with external and internal stakeholders during and after the crisis.

In the days following the crisis, BP’s Chief Executive Officer Tony Hayward did not follow the advice of his communications team, refused to take ownership and passed the blame on to its key partners in the project – Haliburton and Transocean. BP had to face brickbats on all sides for poor crisis communication as well as faults in its management practice.

Focus of the lecture workshop:

• Role of crisis communication in stemming reputation damage and financial loss
• Importance of preparedness and ensuring an effective corporate PR strategy to deal with crises
• Importance of selecting the right spokesperson to communicate the right degree of empathy, contrition and sincerity to key target audiences in crisis scenarios
• Need to engage with all key stakeholders and the legal team before facing the media

Lecture workshop participants will gain:

• Identify best crisis communication practices by analyzing what went wrong
• Understand how best to improve emergency responses in crisis scenarios
• Explore how an effective SWOT analysis could have helped BP prevent the dissemination of conflicting communication messages to the public

In a world dictated by enormous upheaval, the onset of digital technology is changing the relationship between governments and their people. More and more, traditional command and control systems appear slow and unwieldy while reporting a crisis in comparison to digital media platforms that offer instant coverage.

In a world dictated by enormous upheaval, the onset of digital technology is changing the relationship between governments and their people. More and more, traditional command and control systems appear slow and unwieldy while reporting a crisis in comparison to digital media platforms that offer instant coverage.

Acknowledging the power and reach of social media, some governments in the region have embraced the platform with varying degrees of success.

Focus of the workshop:

• Role of governments in a crisis
• Impact of social media on traditional emergency management processes

Lecture Workshop participants will be able to:

• Analyse whether social media is the most effective tool for warning and informing the public in an emergency
• Investigate whether effective monitoring of social media improves emergency responses
• Analyse recent emergencies around the world to identify and share good government communication practices