emirates7 - The second edition of the DXB500 Communication Training Programme, aimed at strengthening the skills of communication and media officials across various Dubai-based organisations, concluded on May 8. Over two intensive days, a new cohort of communication leaders underwent in-depth training.
Launched by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Chairman of the Dubai Media Council, the initiative is delivered by the Government of Dubai Media Office in collaboration with leading international partners.
Designed to empower media and communications professionals in a wide range of roles, the programme included immersive workshops, interactive sessions, and expert-led discussions. Participants gained valuable knowledge on navigating multiple communication platforms and real-world scenarios within their institutions.
They were also trained to identify the most effective tools and strategies to refine their messaging and adapt to the rapidly evolving global media and communications landscape.
Among the key sessions were ‘Resilience Command Hub’ by Manus Cranny of The National, ‘Spin Doctors: Media Meets Government’ by Hannah Guenther of TrailRunner International, and ‘No More Brochures’ by Noora Al Abbar, founder of NKA Consultancies. Other highlights included sessions by Mona Al Marri on crisis communication, Asma Shabab on storytelling in the algorithm age, Leila Gharazoglu on ADHD-friendly communications, Seth Hand on handling media in viral situations, Dr. Sara Chehab on narrative management, and Dr. Yasar Jarrar on leadership-inspired communications.
This initiative reflects Dubai’s long-term vision of nurturing national talent and preparing future-ready professionals to support the emirate’s growth. The programme, delivered by experts from leading media organisations, has played a key role in enhancing the strategic communication capabilities of various public and private sector institutions.
Core elements of the training included strategic planning, crisis management, and multi-platform content creation. The curriculum balanced theoretical frameworks with practical skills, focusing on leadership in communication, campaign building, media analysis, and delivering transparent, trust-building messages.
Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council and Director-General of the Government of Dubai Media Office, stated that programmes like DXB500 are crucial in fulfilling the leadership’s goal of developing highly skilled media and communications professionals across Dubai’s institutions.
She noted that the programme is tailored to the unique requirements of the public sector and equips participants with the tools to leverage social media, compelling content, and deliver professional, impactful messages.
“The objective is to build a cadre of professionals who can effectively address modern communication challenges and represent Dubai as a hub of innovation, achievement, and cultural vibrancy,” Al Marri said. “Today, strategic communication is essential for shaping public policy, fostering transparency, and building trust.”
The DXB500 programme is aligned with several strategic goals, including equipping public sector communication teams to produce high-impact content, improve digital communication across platforms, and effectively manage media during crises. It also aims to help institutions develop strong narratives and engage audiences both locally and internationally.
The programme further enhances collaboration with international media partners by integrating global best practices and expertise.
Rashid Humaid Almarri, Director of Strategic Relations at the Government of Dubai Media Office, highlighted that DXB500 offers a vital platform for communications leaders to elevate their professional skills. He emphasised the role of such initiatives in promoting unified and strategic media messaging that clearly communicates institutional goals and achievements.
“Skilled professionals who can adeptly use modern media tools are essential,” Almarri noted. “DXB500 is more than just a training initiative — it's a strategic knowledge-sharing platform that cultivates a strong network of communication leaders capable of impactful institutional representation.”
Project Manager Huda Dakhouni shared that the programme was designed to provide a hands-on, skills-based learning experience, helping participants sharpen their content creation and communication abilities using modern techniques and approaches. She expressed confidence that the programme would serve as a valuable milestone in the participants’ professional growth.
She also remarked on the high level of engagement and enthusiasm from participants, commending their active involvement in the discussions and workshops. The diversity of topics and the programme’s practical approach contributed significantly to its overall impact. Additionally, the strong commitment from government entities to upskill their communication teams reflects a clear understanding of the strategic value of effective institutional communication.
The two-day programme featured a packed agenda. Day one focused on storytelling, boosting digital engagement, and interactive discussions with leading content creators. Day two shifted to hands-on training in smartphone videography, rapid video editing, and crafting marketing strategies for targeted content. The programme concluded with participants presenting projects in a simulated environment.
Each DXB500 edition is designed to train 50 senior communication professionals from various Dubai entities, with two sessions held annually to ensure continuous learning and wider outreach of the initiative.
Launched by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Chairman of the Dubai Media Council, the initiative is delivered by the Government of Dubai Media Office in collaboration with leading international partners.
Designed to empower media and communications professionals in a wide range of roles, the programme included immersive workshops, interactive sessions, and expert-led discussions. Participants gained valuable knowledge on navigating multiple communication platforms and real-world scenarios within their institutions.
They were also trained to identify the most effective tools and strategies to refine their messaging and adapt to the rapidly evolving global media and communications landscape.
Among the key sessions were ‘Resilience Command Hub’ by Manus Cranny of The National, ‘Spin Doctors: Media Meets Government’ by Hannah Guenther of TrailRunner International, and ‘No More Brochures’ by Noora Al Abbar, founder of NKA Consultancies. Other highlights included sessions by Mona Al Marri on crisis communication, Asma Shabab on storytelling in the algorithm age, Leila Gharazoglu on ADHD-friendly communications, Seth Hand on handling media in viral situations, Dr. Sara Chehab on narrative management, and Dr. Yasar Jarrar on leadership-inspired communications.
This initiative reflects Dubai’s long-term vision of nurturing national talent and preparing future-ready professionals to support the emirate’s growth. The programme, delivered by experts from leading media organisations, has played a key role in enhancing the strategic communication capabilities of various public and private sector institutions.
Core elements of the training included strategic planning, crisis management, and multi-platform content creation. The curriculum balanced theoretical frameworks with practical skills, focusing on leadership in communication, campaign building, media analysis, and delivering transparent, trust-building messages.
Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council and Director-General of the Government of Dubai Media Office, stated that programmes like DXB500 are crucial in fulfilling the leadership’s goal of developing highly skilled media and communications professionals across Dubai’s institutions.
She noted that the programme is tailored to the unique requirements of the public sector and equips participants with the tools to leverage social media, compelling content, and deliver professional, impactful messages.
“The objective is to build a cadre of professionals who can effectively address modern communication challenges and represent Dubai as a hub of innovation, achievement, and cultural vibrancy,” Al Marri said. “Today, strategic communication is essential for shaping public policy, fostering transparency, and building trust.”
The DXB500 programme is aligned with several strategic goals, including equipping public sector communication teams to produce high-impact content, improve digital communication across platforms, and effectively manage media during crises. It also aims to help institutions develop strong narratives and engage audiences both locally and internationally.
The programme further enhances collaboration with international media partners by integrating global best practices and expertise.
Rashid Humaid Almarri, Director of Strategic Relations at the Government of Dubai Media Office, highlighted that DXB500 offers a vital platform for communications leaders to elevate their professional skills. He emphasised the role of such initiatives in promoting unified and strategic media messaging that clearly communicates institutional goals and achievements.
“Skilled professionals who can adeptly use modern media tools are essential,” Almarri noted. “DXB500 is more than just a training initiative — it's a strategic knowledge-sharing platform that cultivates a strong network of communication leaders capable of impactful institutional representation.”
Project Manager Huda Dakhouni shared that the programme was designed to provide a hands-on, skills-based learning experience, helping participants sharpen their content creation and communication abilities using modern techniques and approaches. She expressed confidence that the programme would serve as a valuable milestone in the participants’ professional growth.
She also remarked on the high level of engagement and enthusiasm from participants, commending their active involvement in the discussions and workshops. The diversity of topics and the programme’s practical approach contributed significantly to its overall impact. Additionally, the strong commitment from government entities to upskill their communication teams reflects a clear understanding of the strategic value of effective institutional communication.
The two-day programme featured a packed agenda. Day one focused on storytelling, boosting digital engagement, and interactive discussions with leading content creators. Day two shifted to hands-on training in smartphone videography, rapid video editing, and crafting marketing strategies for targeted content. The programme concluded with participants presenting projects in a simulated environment.
Each DXB500 edition is designed to train 50 senior communication professionals from various Dubai entities, with two sessions held annually to ensure continuous learning and wider outreach of the initiative.