Sharjah: In collaboration with Sharjah Human Resources Department collaborate to strengthen government communication capabilities

The specialised training programme, “Media Crisis Management and Strategic Analysis”, began on Tuesday at the University of Sharjah (UoS). Organised by the Sharjah Government Media Bureau (SGMB) in collaboration with the Sharjah Department of Human Resources (DHR), the programme aims to strengthen the capabilities of government communication professionals, equipping them to examine developments, navigate the media landscape and make informed decisions during challenging situations and crises.

The first day featured sessions on strategic and analytical thinking, while assessing the strategic environment. It covered analytical approaches, tools for evaluating the operating environment of government entities and identifying trends. They also examined case studies of previous crises and discussed decision-making processes through lectures, analytical workshops and group discussions.

The training emphasises practical skills that extend beyond responding to immediate situations, enabling them to understand the broader context and anticipate developments. By connecting media monitoring and analysis with strategic planning and decision-making, it aims to strengthen communication teams’ ability to navigate evolving media environments, protect institutional reputation and ensure consistent public messaging.

Specialised professional development

His Excellency Abdullah Ibrahim Al Zaabi, Chairman of the DHR and Member of the Executive Council of the Emirate of Sharjah (SEC), emphasised that improving government performance begins with investing in people and equipping them with the knowledge and specialised expertise relevant to their roles. He highlighted the need to shift from general training programmes towards targeted professional development that reflects employees’ responsibilities and keeps pace with the changing demands of government work.

He added that the collaboration with SGMB reflects a coordinated approach to developing specialised expertise. He stressed the importance of providing professionals in key sectors with the tools to understand emerging developments, respond effectively to change and make decisions based on knowledge and analysis, contributing to greater institutional efficiency and improved performance.

Al Zaabi said: “Investing in government professionals is an investment in our institutions’ ability to evolve, respond effectively and make informed decisions. Training delivers greater and long-term results when it is tailored to employees’ specific roles and responsibilities. This is why we are committed to developing professional pathways that strengthen strategic thinking, analytical and leadership skills, enabling employees to address challenges effectively and turn knowledge into institutional performance that supports Sharjah’s aspirations and serves its community.”

Practical application

Combining theoretical learning with hands-on training, the programme includes workshops, case studies, analytical exercises and crisis simulations. These activities expose participants to workplace challenges, allowing them to analyse information, identify priorities and develop appropriate responses.

The programme is designed for professionals working in government communication, media, public relations and reputation management, as well as members of crisis management, emergency and institutional response teams.

It also targets employees involved in media monitoring, trend analysis and reporting to support decision-making. Participants are nominated based on their responsibilities and ability to apply the knowledge and skills gained within their organisations, rather than their job titles alone.

The programme will continue until 17 December 2026, covering topics ranging from strategic thinking and environmental assessment to media planning, leadership and communication team management. Subsequent sessions will address media monitoring, data analysis and navigating uncertainty and complexity in the media landscape, followed by reputation management and digital communication. The training will conclude with a comprehensive media crisis simulation created to evaluate participants’ progress during the programme.