GE holds communications best practices workshop for members of Dubai Public Diplomacy and Communication Network

General Electric (GE), the world’s largest digital industrial company, a workshop on the company’s communications best practices for members of the Dubai Public Diplomacy and Communication Network.

Launched in March this year, the Dubai Public Diplomacy and Communication Network is an initiative led by the Government of Dubai Media Office (GDMO) that creates a platform for communications officials in government, semi-government and private organisations, who are stakeholders in Dubai’s global communications, to share information and best practices.

In a workshop titled ‘Communications in a Digital Industrial World’, Rania Rostom, GE’s Chief Innovation and Communications Officer for the Middle East, North Africa and Turkey outlined the company’s global communication strategies that are focused on enhancing the company’s ability to thrive in “a world that is constantly reinventing itself.”

Noora Al Mansoori, Director of Strategic Media Affairs at Government of Dubai Media Office said: “We are very happy to have General Electric, one of the world’s largest companies, conduct a best practices workshop for the members of the Dubai Public Diplomacy and Communication Network. The Network is keen to bring key global players in the private sector to share their knowledge, ideas and best practices in the fields of communications and public diplomacy. These interactions support our efforts to set high benchmarks in these critical disciplines, and in turn contribute to Dubai’s ambitious development vision and strategy.

Communications and public diplomacy play important roles in Dubai’s growth plans and strategies. The Dubai Public Diplomacy and Communication Network is an integral part of our efforts to enhance the practice of these disciplines in Dubai. We believe there are many synergies to be gained from bringing together public and private sector organisations to share ideas and experiences in these fields.”  

At the event, GE’s Chief Innovation and Communications Officer for the region explained the background to the company’s communications strategies, which support its operations in a wide range of industries including power, energy, aviation, transportation, healthcare, appliances and lighting.

Rostom also explained how strategic communications supports the company in enhancing its competitive advantage. One of the key focuses of the workshop was how GE, which operates in 175 countries, communicates its brand and enhances its reputation using storytelling. Using a variety of case studies, she explained the storytelling strategies used to highlight the company’s expertise. 

The case studies included the launches of the region’s first digital hospital, for which GE Healthcare implemented a next-generation solution; the establishment of GE’s startup incubator program focused on the travel and aviation industry; the launch of the world’s first micro-factory in the UAE developed in partnership with Mubadala Investment Company and the Dubai Future Foundation. GE focuses on telling its stories around three strategic storytelling pillars - technology leadership, localisation and solutions. 

The Dubai Public Diplomacy and Communication Network seeks to support Dubai’s effort to speak in one voice to the world. The Network seeks to boost efforts to communicate Dubai’s distinctiveness as well as its global profile, its aspirations, strategic priorities and value proposition coherently and consistently.

The Network brings together various players, who are stakeholders in Dubai’s growth and development, to exchange knowledge and ideas on how Dubai’s global communications can be optimised and enhanced. The Network also creates a platform to strengthen relationships between members and discuss best practices, success stories and case studies.  The new initiative will use various social network apps and platforms such as SnapChat and YouTube to share information about initiatives and activities.

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