Dubai: The third edition of the DXB500 Communication Training Programme, designed to build the capabilities of media and communication officials of Dubai's government and semi-government entities, delivered a series of sessions featuring innovative government campaigns and practical workshops aimed at equipping participants with the skills to effectively communicate Dubai's vision.
According to Emirates News Agency, the programme was launched by H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council. It is implemented by the Government of Dubai Media Office in partnership with leading global media organisations, aiming to train and qualify 500 public sector communication professionals to use the latest tools and platforms to create impactful content that tells Dubai's story and vision for the future.
Combining education with practical application and international communication and digital content best practices, the programme brings together top communication experts across government entities. This offers opportunities to share expertise, build a knowledge network, and strengthen Dubai's media presence both locally and internationally.
The programme featured a session with Faisal bin Sulaitin, CEO of the Dubai Economic Security Centre, who highlighted the crucial role of media campaigns in protecting economic security and building public and investor confidence through accurate and clear messaging. He stressed the importance of professional media in countering fake news and malicious campaigns, particularly those targeting leading global cities like Dubai.
Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, and Director General of the Government of Dubai Media Office, stated that the DXB500 programme reflects the leadership's vision for an advanced government communication ecosystem, strengthening Dubai's media presence and showcasing its achievements. She highlighted that the programme aims to develop the skills of national media professionals and provide them with modern tools to effectively communicate and address future challenges.
Hend Fekri, Acting Director of Strategic Media Relations at the Government of Dubai Media Office, explained that the DXB500 programme has become a key platform for preparing a new generation of government communication professionals capable of using digital tools and modern platforms to convey Dubai's messages in innovative and impactful ways. The programme aims to strengthen participants' storytelling and content creation skills to effectively convey Dubai's vision and meet audience expectations.
Participants attended a session titled 'Experiences from the Heart of Dubai,' showcasing pioneering media campaigns that demonstrated the role of government communication in unifying messages and building public trust. Nasser AlSanad, Manager of Media and Digital Content at Digital Dubai, presented the 'Emirati Virtual Family' project by Dubai Digital, the UAE's first initiative to use advanced technology and digital storytelling to engage the public and showcase government services.
The programme also highlighted successful media communication, using newly elected New York mayor Zohran Mamdani's campaign as an example of the importance of understanding the audience and delivering clear, relatable messages. Hamdah Al Falahi, Director of Strategy and Excellence at the Government of Dubai Media Office, shared insights on using digital tools, short videos, and real-time analytics to maximise the reach and impact of government messages.
Huda Dahkooni, Manager of the DXB500 Programme, noted that the third edition aims to equip government communication teams to run campaigns that create a tangible impact, especially among digitally engaged youth. The programme featured workshops on creative communication and storytelling to produce engaging short-form content on platforms like TikTok, effectively conveying government messages and achieving campaign goals.