SGMB-AUS Diploma Programme graduates feted

Alya al Suwaidi, Director of the Sharjah Government Media Bureau (SGMB), on Monday felicitated the graduates of the third edition of the Professional Diploma Programme in Strategic Government Communication at the American University of Sharjah (AUS), in the presence of academics and experts in media and government communication.

The Professional Diploma Programme in Strategic Government Communication, offered in partnership with the American University of Sharjah, is part of the SGMB’s continuing efforts to train and empower government media professionals in the emirate, arming them with modern strategic communication tools and practical skills.

The objective of the programme is to improve the quality of government communication and messaging, shaping media discourse in a way that reflects Sharjah’s distinct identity in the country and the region and institutional values.

The course participants underwent an intensive seven-week training programme, featuring five modules focused on audience analysis, crisis management, content creation, digital media campaign execution, and exploring artificial intelligence technologies in communication.

The programme, offered jointly by the SGMB and AUS, stood out for its integrated content and delivery as well as the participation of diverse academic and professional experts. This facilitated the exchange of experiences and the establishment of a collaborative network among government communication departments across the emirate.

Alya Al Suwaidi emphasised the SGMB’s constant efforts to enhance the quality of the course and practical training offered to government media professionals by roping in top media and communication experts and widely regarded academic specialists. She noted that the third edition of the programme was designed to meet the development needs of government communication departments, following an assessment and analysis of communication performance within institutions and the identification of practical skills required to keep pace with rapid transformations.

Pointing out to the positive outcomes of the course that have enhanced the capabilities of government communication professionals over the years, she underlined its vital role in introducing strategic communication concepts in institutions across the emirate and equipping government personnel with the tools needed to create impactful content and engage with various media issues and developments.

“The Professional Media Programme represents an investment in human capital to advance work through strategic institutional communication that is capable of professionally addressing all crises and challenges,” asserted the SGMB Director urging the government personnel to study and understand critical media dynamics to craft effective and influential messages accordingly.

The programme concluded with the presentation of various graduation projects under the “Final Project” unit, where participating teams presented innovative communication solutions before a specialised judging panel from the American University of Sharjah, including Prof Dr. Sohail Dahdal, Prof Dr. Mohammad Ayish, and Dr. Dalia Mahmoud. The presentations featured integrated communication plans, from analysis to implementation and evaluation.

story can be cut from here: The Professional Diploma Program in Strategic Government Communication combines academic and practical dimensions, delivered in partnership with prestigious academic institutions in the country. The program offers participants the best possible opportunity to learn and benefit from the latest scientific theories in communication, alongside hands-on workshops and case studies drawn from both local and international experiences.

Since its launch, the program has consistently sought to build a shared strategic understanding of the importance of communication and develop the professional skills of government media professionals, in line with the rapid developments in the digital media landscape.

Participants, speaking on the occasion, praised the program’s role in raising their awareness of the importance of government communication and enhancing their theoretical and practical skills. They committed to applying the new skills and knowledge they have gained within their respective work environments to help develop the government communication system in the Emirate of Sharjah.