Officials and experts in government communication stressed that rapid digital transformation and changing audience behaviour are forcing governments to develop their communication tools and adopt more flexible and responsive strategies. At the same time, they highlighted the importance of maintaining the accuracy and reliability of information to strengthen public trust and curb the spread of rumours and misinformation.These remarks were made during the session, "The Audience Has Changed... Has Government Communication Changed?", held on the third day of the Arab Media Summit. The session was moderated by Heba Zaarour and featured Dr. Nasser Muheisen, Undersecretary of the Ministry of Information and Head of the Government Communication Center in Kuwait; Dr. Zaid Al-Nawaisa, Secretary-General of the Ministry of Government Communication in Jordan; and Dr. Nidal Shukair, Professor of Strategic Communication and Government Relations.Dr. Nasser Muheisen said rumours are among the most significant challenges governments face during crises. He stressed the need to address them carefully and intelligently by ensuring a strong government presence from the earliest stages of an event and continuously providing the public with available information.He emphasised the need for governments to adopt flexible and fast communication strategies that can adapt to changing audience behaviour. He explained that the rapid pace of the digital environment and competition from social media platforms require government communication institutions to move quickly in delivering accurate and reliable information. This helps prevent the spread of rumours and false news.He noted that government communication should take priority during crises. This can be achieved by providing clear preliminary information to the public and assuring them that they will receive updates first-hand. Such an approach helps reduce rumours and prevents confusion.He added that balancing speed and accuracy remains one of the biggest challenges in communication. Providing reliable information at the right time helps give the public a clearer picture of events and strengthens confidence and reassurance.He also noted that Kuwait is making continuous efforts to keep pace with these changes by regulating the digital content sector and strengthening frameworks related to the use of artificial intelligence. These efforts support the development of government communication and help it adapt to rapid technological change.For his part, Dr. Zaid Al-Nawaisa said balancing speed and accuracy is one of the key challenges facing government communication. He noted that digital transformation has compelled government institutions to reassess their roles and develop communication tools that meet the expectations of modern audiences.He explained that Jordan launched the "Farah" platform to deliver government information and explain policies and decisions to citizens in a simple and direct way through social media. The initiative aims to reach the widest possible audience and improve understanding of government messages.Dr. Nidal Shukair said artificial intelligence has brought about a major shift in how news and information are consumed. He noted that audiences are increasingly turning to platforms that provide content more quickly and conveniently.He added that governments continue to be a major and trusted source of information. He praised the UAE's experience in government communication and public engagement, noting that positive public interaction with government initiatives and campaigns has contributed to their success and effectiveness.He stressed the importance of governments continuing to develop communication methods and adopt best practices that strengthen public engagement and keep pace with rapid digital transformation. This, he said, is essential to ensuring government messages reach all segments of society effectively.
