The programme covers AI-driven content creation, digital campaign strategies and social media engagement.
The UAE Government Media Office, in the presence of Saeed Al Eter, Chairman of the UAE Government Media Office, has launched a new edition of the “Specialised Content Creator” programme in collaboration with the New Media Academy, the first academy of its kind in the Middle East dedicated to digital media.
The initiative aims to train and empower national talent in producing specialised digital content across key sectors such as economy and business, law, medicine and mental health, and agriculture and food security. It seeks to transform technical expertise and practical experience into clear, accurate and accessible digital content for the public.
Running from October 13 to 30, the programme has attracted 50 participants from government and private sector entities. It focuses on enhancing the capabilities of professionals to create high-quality, sector-specific content and aligns their work with international standards in digital media production.
Khadija Hussain, Executive Director of Government Communication at the UAE Government Media Office, said that the programme reflects a strategic goal to strengthen the skills of professionals in both government and private sectors, enabling them to leverage the opportunities of digital platforms, address challenges, and ensure the delivery of credible, professional content. She added that the Office remains committed to advancing the competencies of communication employees and content creators through specialised training initiatives that follow global best practices.
Hussein Al Atoli, Director of the New Media Academy, highlighted that the new edition builds on the success of previous cohorts, which graduated skilled national creators capable of crafting purposeful and professional media messages. He emphasised the Academy’s dedication to nurturing a new generation of digital creators through a blend of practical and theoretical learning, exposing participants to the latest tools and global trends in media production.
Hosted at Emirates Towers in Dubai, the programme features interactive sessions, lectures and workshops led by accomplished content creators, as well as local and international experts in media and content creation. Training modules cover creative storytelling, professional media writing, script development and simplifying complex information for audiences. Participants also gain hands-on experience in digital filming, editing and the use of artificial intelligence tools to enhance content creation and campaign strategy.
The programme further addresses best practices in digital publishing, social media engagement and audience management, aiming to help participants convert expert knowledge into engaging and trustworthy digital content.
By emphasising accuracy, transparency and professionalism, the “Specialised Content Creator” programme plays a key role in promoting credible digital communication, countering misinformation and strengthening public confidence in national institutions.
