Monday 05 / May / 2025
Muscat: The Government Communication Centre (GCC) held its 28th meeting with the participation of directors and representatives of communication and media departments across government entities.
The meeting was held under the patronage of Dr. Khamis Saif Al Jabri, Chairman of Oman Vision 2040 Implementation Follow-up Unit.
The event aligns with the Centre’s efforts to strengthen national media discourse and embed the Vision’s presence in communication activities.
In his opening remarks, Ibrahim Salim Al Salmi, Director General of the GCC, emphasised that media is not merely a tool for disseminating information but also a means to build societal awareness and deepen public understanding of national directives.
He stressed the Centre’s commitment to ensuring Oman Vision 2040 is reflected across all platforms and media formats—from official news to creative content on social media.
Al Salmi added that the meeting serves as an opportunity to exchange insights, develop communication initiatives that bring the Vision closer to the public, and align outreach methods with societal aspirations, particularly among youth.
Dr. Khamis Al Jabri stated that Oman Vision 2040’s communication programs are pivotal in fostering effective and sustainable engagement around the Vision and its national priorities. He highlighted the vital role of government and private entities in raising awareness, showcasing achieved projects, and positively impacting local and international indicators tied to the Vision.
Dr. Al Jabri noted that the program will provide necessary communication support at all implementation stages, with precise monitoring to ensure message coherence and adaptability to progress. He underscored the clarity of institutional roles through strategic alignment with the Vision’s priorities.
He further pointed out that the Vision’s follow-up offices across entities serve as key partners for communication departments by supplying accurate data on efforts and projects, enabling more effective and professional messaging.
The meeting aimed to reinforce the importance of linking government entities’ content and achievements to national targets, refining media plans to serve broader strategic goals, and introducing governance frameworks for institutional communication.
A documentary on Oman Vision 2040, presented by Abdullah Al Saidi, Communication Program Supervisor at the Follow-up Unit, highlighted key milestones in strategic communication efforts supporting the Vision’s implementation. The film emphasized continuous and effective public engagement to ensure community interaction and support for Vision-related projects.
The presentation also outlined stages in developing the Vision’s communication identity, including unified messaging, official platform launches, digital presence enhancement, and media campaigns. It stressed the need for active, sustained dialogue with all societal segments to foster broad understanding and backing.
In his turn, Prof. Abdullah Khamis Al Kindi, Member of the State Council and Head of the Media Department at Sultan Qaboos University, delivered a presentation on institutional integration in national reputation-building. He defined corporate communication as a system for information exchange between organizations and stakeholders, supporting strategic objectives and institutional identity.
Al Kindi noted that corporate communication has evolved from a technical role to a strategic function focused on reputation management, crisis communication, and message alignment—particularly within Oman Vision 2040’s framework. He addressed overlaps with marketing, public relations, and internal communication, emphasising their collective role in shaping institutional image.
He highlighted the importance of perception and reputation, advocating for continuous engagement, internal communication, and value-driven messaging. Challenges such as weak leadership, cultural disparities, and slow responsiveness were also discussed, with recommendations for strategic planning and skill development.
In her turn, Samira Al Sarihi, Media Researcher at the GCC, presented a guide for communicators on applying Oman Vision 2040 in government media activities. The guide serves as a reference for planning communication initiatives tied to government projects, ensuring alignment with Vision priorities, national programs, and five-year development plans.
Meanwhile, Zakiyah Al Balushi, Director of Planning and Studies at the Public Authority for Special Economic Zones and Free Zones, shared her entity’s experience in aligning operations with Oman Vision 2040 targets. She outlined steps to enhance institutional transformation, including annual and five-year plans based on performance indicators linked to the Vision.
The meeting concluded with an interactive discussion on improving media performance and institutional coordination to unify government messaging and support national priorities.
This gathering is part of a series of GCC initiatives in collaboration with Oman Vision 2040 Follow-up Unit, aimed at assessing government entities’ media readiness, adapting to communication trends, and supporting comprehensive development efforts.-ONA
