Doha, January 12 (QNA) – A session at the third Government Communications Forum explored “Strategic Storytelling in the Digital Age,” bringing together leading experts in communication and media to examine how governments can build impactful narratives in an increasingly digital world.
Saud Ahmed Al Buainain, Director of the Studies and Strategic Planning Department at the Government Communications Office (GCO), stressed that effective media content must begin with a clear objective aligned with national priorities. He highlighted the importance of diversifying storytelling methods, whether through real-life stories, comparisons, or creative formats, to reach broader audiences. He also underscored the need to keep pace with digital platform trends and draw on global expertise to develop national talent and strengthen Qatar’s media presence.
Abdullah Ali Al Mawlawi, Director of Communications and Public Relations at Qatar Rail, shared insights from the challenge of promoting public transport in a society heavily dependent on private cars. He explained that innovative campaigns and simplified messaging gradually shifted public behavior and trust. Success, he noted, was not limited to building modern stations and trains, but depended on communicating tangible benefits such as reduced congestion, lower pollution, fewer accidents, and improved experiences during major events.
Rami Sabri, Director of Public Sector MENA at LinkedIn, described the forum as one of the region’s largest government gatherings focused on digital communication. He emphasized that message effectiveness is tied to credibility and source, noting that content from trusted leaders and official bodies generates higher engagement. He also highlighted the importance of measuring impact and tailoring messages by audience segment, language, and tone.
Andreas Mielenhausen, Creative Lead MENA at Google, stressed the importance of culturally relevant digital content. He noted that users decide whether to engage within the first three seconds, driven largely by emotion. Content, he said, must reflect daily realities, remain trustworthy, and align with audience interests, supported by data and analytics to deliver the right message at the right time.
Joachim Marciano, Head of Service Industries for MENA at Meta, pointed out that short-form video now accounts for half of time spent on social platforms, making early engagement critical. He explained that effective communication requires diverse formats and messages, enabling AI to distribute content to the right segments. Creativity, he added, has become the new targeting tool, replacing traditional assumptions with content-led discovery.
The session combined local and international perspectives, offering practical strategies for government agencies to enhance digital impact through strategic storytelling, interactive content, and data-driven communication, ensuring messages reach the right audiences at the right moment.
