IGCF 2024: Upskilling Future Leaders In Communication And Marketing

The 13th International Government Communication Forum (IGCF 2024) will be held at the Expo Centre Sharjah on 4-5 September. This event includes intensive programmes to develop future leaders in communication, targeting government officials, employees, and students. The forum features 40 activities such as training sessions and workshops focused on marketing, influencer marketing, communication, and creative thinking.

These programmes are organised with the help of five local and international experts in communication and capacity-building. They aim to provide participants with the skills needed to tackle evolving communication challenges. The network of over 35 strategic partners supports these initiatives. Notable programmes include ‘Influencer Dynamics: Mastering Public Communication in the Digital Age,’ ‘New Generation Skills for Kids: Integrating System Thinking & Technology,’ and ‘Government Marketing and Nation Branding Programme.’

Alya Al Suwaidi, Director of SGMB, highlighted the importance of training for professional development, especially in communication. She stated: "Training is a key element for professional development in all fields, particularly in communication, which is rapidly evolving due to modern technological advancements." She emphasised that IGCF's specialised programmes offer invaluable opportunities to enhance skills across various demographics.

In collaboration with Forbes Middle East and GovCampus, IGCF 2024 will present a programme titled ‘Influencer Dynamics: Mastering Public Communication in the Digital Age’ from September 3-5. This three-day intensive course is designed for government officials, civil servants, and communication professionals. It includes 24 diverse training sessions featuring talks by prominent influencers and practical exercises led by specialists.

The programme aims to equip participants with skills to effectively use influencer marketing in public communication. Topics covered include influencer strategies, engagement techniques, legal considerations of digital influence, and developing impactful marketing campaigns. These insights will help participants create effective national communication strategies and build public trust through collaboration with influencers.

New Generation Skills for Kids

On 4th September, IGCF 2024 will offer a full-day course titled ‘New Generation Skills for Kids: Integrating System Thinking & Technology’ within the Youth Hall. This programme is part of a strategic partnership with Strawberry Fields and the Sharjah Private Education Authority. It targets children aged 8 to 15 and aims to equip them with essential communication skills to keep pace with technological advancements.

The course includes intensive workshops led by John Rainford, CEO of Strawberry Fields. It covers integrating logical thinking and technology in communication using mind-mapping techniques. The goal is to enhance children's critical and creative thinking abilities for problem-solving and interaction.

Government Marketing Programme

A comprehensive two-day programme titled ‘Innovative Program for Government Marketing and Nation Branding’ will be held on September 4-5 in collaboration with UNITAR. Led by Guido Bertucci from the International Governance Solutions Organisation and Raza Salman from CNN, this programme includes 14 training sessions featuring presentations, case studies, and group training sessions.

This programme covers government marketing practices, implementing studied marketing strategies, managing brands for government services, and leveraging soft power to create a positive image that attracts investment, tourism, and partnerships.

Alya Al Suwaidi added that the forum not only focuses on skill development but also fosters innovation. She said: "The forum not only focuses on developing skills but also opens new horizons for innovation and development." Participants can exchange experiences with global experts to enhance their ability to face emerging challenges.

The IGCF's initiatives aim to advance government communication practices by equipping participants with necessary skills through collaborative efforts with strategic partners.

With inputs from WAM