Government communication staff must get their audience emotionally engaged with their stories, said a senior government official at a diplomacy forum on Sunday.

Saeed Al Etr, Director-General of The Public Diplomacy Office, said in a session during the Public Diplomacy and Government Communication Forum that “the government communications department is a key department. Countries spend millions on maintaining and improving their reputation through communicating with people of other nations, as this will reflect on the image of the country and the products originated from these countries, including tourism and investment.”

He highlighted the importance of communication, saying that CEOs of Fortune 500 companies spend 40 per cent of their time on communicating with stakeholders, partners and employees, discussing key aspects of the business.

That figure rises to 70 per cent for political leaders as they spend ample time communicating with their people, partisans, media and leaders of other nations, among others.

“Government communication is crucial as it affects everything, including investment and tourism,” he said.

“Words inspire people, that’s why it is important. In the UAE, His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, keeps reiterating about being a pioneer in everything and being topmost of every ranking,” he said. “The words of His Highness are extremely influential and inspires people.”

People now spend almost eight hours on their phones, sometimes more than they spend sleeping. “The content they read or see on their screens make them laugh or make them sad. That’s why we should ensure to make them emotionally interact with the story we deliver,” he added

source : gulfnews