DXB500 Communication Training Programme Equips Dubai Officials With Innovative Media Skills

The DXB500 Communication Training Programme's third edition is enhancing the skills of media and communication officials in Dubai's government. Launched by H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, it aims to train 500 public sector professionals to use modern tools for impactful storytelling. The programme combines education with practical application, focusing on international communication best practices.

Faisal bin Sulaitin, CEO of the Dubai Economic Security Centre, emphasised the role of media campaigns in economic security. He noted that professional media is crucial in countering fake news and malicious campaigns targeting cities like Dubai. The Centre was established to confront misinformation with clear facts and data, preventing negative economic impacts.

Mona Ghanem Al Marri, Vice Chairperson of the Dubai Media Council, highlighted that the DXB500 programme aligns with leadership's vision for advanced government communication. It strengthens Dubai’s media presence and showcases achievements. The programme aims to develop national media professionals' skills using modern tools to address future challenges effectively.

Hend Fekri from the Government of Dubai Media Office stated that DXB500 prepares a new generation of communication professionals. It focuses on storytelling and content creation skills to convey Dubai’s vision innovatively. The programme offers a platform for leaders to enhance their capabilities and present a unified narrative of government policies.

The programme featured sessions showcasing successful media campaigns like #ZayedAndRashid, reinforcing national values through modern approaches. Nasser AlSanad presented the "Emirati Virtual Family" project by Dubai Digital, using technology and digital storytelling to engage the public and highlight government services.

Huda Dahkooni, Manager of DXB500, explained that this edition equips teams to run impactful campaigns among digitally engaged youth. Government communication now relies on audience insights, creative content, data, and AI for effective messaging. Workshops focused on creative communication and producing engaging short-form content on TikTok were included.

Building Public Trust

Participants attended a session titled "Experiences from the Heart of Dubai," which demonstrated how government communication unifies messages and builds trust. Hamdah Al Falahi shared insights on using digital tools and analytics to maximise message reach and impact. The programme also highlighted New York mayor Zohran Mamdani’s campaign as an example of effective audience engagement.

The CEO of the Dubai Economic Security Centre stressed that raising public awareness is vital against sophisticated misinformation powered by advanced technology and AI. Collaborating with media partners strengthens community awareness. The Centre plans to launch campaigns providing direct channels for reporting potential risks.

The latest edition focuses on government campaigns driving positive change, emphasising shared responsibility in telling Dubai’s story using digital techniques. Shaima Al Suwaidi highlighted how strategic communication builds awareness and expands global media presence through innovative campaigns.

With inputs from WAM