Gulf media needs to progress from marketing towards influencing the conversation about energy: Tamader Al-Sabah
The Gulf Cooperation Council (GCC) has announced an updated petroleum media strategy, aiming to transform the region's media into a more professional, integrated, and unified entity. This strategic shift is designed to strengthen communication efforts, raise public awareness, and influence global energy discourse [1].
At the heart of this updated strategy is a focus on modernizing communication, addressing critical energy challenges such as sustainability and energy security, and tracking implementation progress through measurable goals [1]. Key objectives and strategies include:
- Enhancing energy security awareness by informing stakeholders and the public about GCC’s role in stabilizing global oil markets [1].
- Adopting AI and digital tools to modernize the media approach, enabling more effective and timely communication in a rapidly evolving energy landscape [1].
- Creating a unified media vision across GCC countries for consistent messaging and stronger impact internationally [1].
- Addressing the complex issues of energy transition from fossil fuels to cleaner alternatives and sustainability within the media’s storytelling framework [1].
- Implementing a clear roadmap with timelines and key performance indicators (KPIs) to monitor progress and effectiveness of the media strategy [1].
This updated strategy reflects the GCC’s recognition of media as a vital tool not only for internal policy support but also for proactively engaging with regional and global audiences to contextualize GCC energy reforms and their contributions to global energy stability.
The revamped media strategy will respond to growing pressures like climate change and geopolitical shifts. It will serve as an essential platform for international engagement, fostering expertise sharing and amplifying the Gulf's presence in global media [1]. Robust communication networks will be built between oil ministries, national petroleum companies, and media agencies across the GCC.
Sheikha Tamader Khaled Al-Ahmad Al-Jaber Al-Sabah, Director of Public Relations and Petroleum Media at the ministry, confirmed the announcement during the recent GCC Petroleum Cooperation Committee meeting. The goal of the transformation is to develop a knowledge-based, transparent media that offers analytical and objective content.
The updated strategy is expected to enhance the visibility of GCC energy policies and act as a strong advocate for the region's energy policies. It is designed to reposition the Gulf's voice in global energy discussions and help the region navigate the complexities of the rapidly evolving global energy market [1]. The revamped media strategy will help shape national and international discourse with a unified Gulf voice that can influence public understanding amid changing global energy dynamics.
- The focus of the updated GCC petroleum media strategy also includes addressing the complex issues of energy transition from fossil fuels to cleaner alternatives and sustainability within the media’s storytelling framework, as part of efforts to reposition the Gulf's voice in global energy discussions.
- A key element of the revamped media strategy will be the use of AI and digital tools to modernize the media approach, facilitating more effective and timely communication in the rapidly evolving energy landscape, especially in relation to the oil-and-gas and energy businesses.
- With the increased adoption of technology in media, the GCC aims to develop a knowledge-based, transparent media that offers analytical and objective content across finance, technology, and all relevant industries, thereby strengthening its influence in global energy discourse.
