Professionals Sharpen Communication Skills At IGCF 2024 UNITAR Programme

Dr. Guido Bertucci, a former United Nations official and public administration expert, addressed media and marketing professionals at the 13th International Government Communication Forum (IGCF 2024). The event, held on September 4-5, 2024, at Expo Centre Sharjah, focused on government marketing strategies.

The 'Government Marketing and Nation Branding Program’ was organised by the United Nations Institute for Training and Research (UNITAR) in collaboration with the United Nations Department of Economic and Social Affairs (UNDESA). Dr. Bertucci, who is also the Executive Director of Governance Solutions International, provided a detailed overview of government marketing in his presentation titled "What is Government Marketing".

During his presentation, Dr. Bertucci highlighted various factors influencing government marketing. He discussed success factors, marketing channels, challenges, and key components essential for effective communication strategies. He emphasised that bureaucratic red tape, financial constraints, or political sensitivity could hinder communication efforts.

The workshop included interactive activities such as group exercises and Q&A sessions. One notable activity was the Whispering Exercise. In this exercise, Dr. Bertucci whispered a sentence to one person in each group. The sentence was then passed along to others in the group until the last person repeated it aloud to highlight potential errors in oral communication.

Participants from various UAE government departments including Abu Dhabi, Dubai, Fujairah, and Sharjah took part in these exercises. These activities aimed to demonstrate practical aspects of communication and how easily messages can be distorted.

Key Success Factors

Dr. Bertucci identified eight reasons for successful government marketing: culture, organisation, planning, management, knowledge and skills, marketing information and measurement, resources, and outputs and results. He suggested that communication tools should have SMART characteristics – specific, memorable, attainable, relevant and time-bound – to be effective.

The IGCF 2024 event was organised by the Sharjah Government Media Bureau (SGMB) under the theme 'Agile Governments.. Innovative Communication’. It brought together senior officials, industry leaders, decision-makers, researchers, communication experts from both government and private sectors as well as media professionals worldwide.

Training Sessions for Enhanced Strategies

The two-day forum featured 14 training sessions conducted in collaboration with UNITAR. These sessions aimed to enhance nation-branding and government marketing strategies by providing valuable insights into strategic marketing of nations.

This comprehensive programme offered participants an opportunity to learn about navigating public communication platforms effectively through various channels. The focus was on equipping them with knowledge to handle challenges in government communication efficiently.

The IGCF 2024 served as a platform for envisioning future trends in government communication while fostering collaboration among global experts. This initiative aimed at shaping innovative approaches towards effective governance through improved communication strategies.

With inputs from WAM