Sheikh Hamdan Bin Rashid Al Maktoum Award for Medical Sciences (SHAMS) participated today in a workshop on developing institutional communication skills at Taj Palace, Deira, under the auspices of Al Maktoum Foundation.

 

 

The workshop was attended by 27 Public Relations’ directors and officers from SHAMS, Al Maktoum Foundation, Sheikh Hamdan Bin Rashid Al Maktoum International Award for Arabian Horses, Dubai Oilfields Supply Center and Dubai Community Development Authority. 

 

From SHAMS, Dr. Ahmed Al-Hashemi a member of the Award’s Board of Trustees, Mr. Abdullah Bin Souqat Executive Director, Mrs. Amany Al Okda Media Executive and Mr. Wael Abu Dief Administrative Officer Participated in the workshop. 

 

The main objectives of the workshop were discussing attributes of public relations’ officers, the basis of employing them as well as the ways of developing their performances. 

 

On behalf of H.E. Dr. Hanif Hassan, UAE Minister of Health, Dr. Salem Al Darmaki, acting Undersecretary of UAE Health Ministry, inaugurated the workshop.

While opening the workshop, Dr. Al Darmaki said that departments of public relations are considered the cornerstone of facilitating positive communication between institutions and individuals.

 

On the other hand, Mr. Mirza Al Sayegh, a member of the Board of Trustees of Al-Maktoum Foundation conveyed the greetings to the participants from H.H. Sheikh Hamdan Bin Rashid Al Maktoum, Deputy Ruler of Dubai, UAE Minister of Finance and the patron of Al Maktoum Foundation and H.H. Sheikh Rashid Bin Hamdan Bin Rashid Al Maktoum, Chairman of Al Maktoum Foundation.

 

He also said that the participants represent an important segment of the society working in community service, charitable, commercial and medical affairs. 

 

He also pointed to the importance of the theme of the workshop concerning important role of public relations’ departments in bridging gaps between institutions and community in order to achieve their objectives and support team spirit, coordination and innovation. 

 

During the workshop, the lecturer Dr. Ali Al Shuaibi, media expert, reviewed several topics of highly importance including defining the terminology of public relations and clarifying the important role which is played by departments of public relations in supporting officers’ loyalty and improving their performance. 

 

Dr. Ali Al Shuaibi pointed out to that there are many important roles that must be done by the public relations’ departments, including dealing with probably crises and improving the institution’s image. 

 

He said that many important attributes have to be available to public relations officer including psychological balance, listening carefully to the others, speaking fluently, ability of facing the public, respecting others as well as judging things objectively according to the institution’s interest. Also, he should have general knowledge, initiative spirit, physical fitness and sense of security. 

 

Dr. Ali Al Shuaibi also pointed out to the importance of holding channels of communication between institutions’ directors and employees, honoring outstanding innovators and holding training courses for staff in order to converting their psychological pressure into positive energy which should be reflected on their professional performances. 

 

Commenting on the discussed topics, Abdullah bin Souqat, Executive Director of SHAMS, said that the specialization of public relations is involved in all kinds of work. “In many situations employees finds themselves, while contacting with others inside and outside the institution, as public relations men. So, they have to understand general principles of the public relations to be able to achieve the institution’s objectives”, he added.