Brand Qatar: Impact on the Media

November 3, 2014

Northwestern University in Qatar convened the 5^th session of the Qatar Media Industries Forum under the heading “Brand Qatar: Impact on the Media.” The event took place on November 3, 2014, and brought together leading figures from Qatar’s media institutions to consider Qatar’s image on the world stage.

The program began with a panel discussion among representatives of The Supreme Council for Delivery and Legacy (World Cup 2022), Al Jazeera Centre for Studies, and a national Qatari newspaper, and led by NU-Q Dean and CEO Everette E. Dennis, covering of the state of Qatar’s media profile and what could or should be done to improve it. Following the panel, approximately 60 attendees gathered in small groups to discuss their takeaways and thoughts on the subject, and to record and share the main points raised at their tables.

What follows is a summary of these points and recommendations, presented in the spirit of constructive dialog on the subject of advancing Qatar’s profile on the world stage in a rapidly changing media environment. The recommendations fall generally into the following categories:

The potential benefits of a unified national communication strategy
The benefits of a modern media relations apparatus
The issue of transparency
Untapped possibilities for telling and amplifying Qatar’s many positive stories
Proof points – addressing the real issues that do exist and telling that story of substantive progress

To encourage open and free discussion at this meeting and future meetings of its kind, comments below are not attributed. The views contained in this document do not necessarily represent the views of Northwestern University in Qatar or any individual or institution. Instead they represent a collection of salient points made by attendees throughout the session.

1. Unified national communication strategy

The absence of a coordinated communication strategy between stakeholders (i.e. World cup committee and foreign affairs) creates a climate of hostility, attacks, and allegations. A unified national communication strategy and plan would:

Produce a clear Qatari narrative that would be told by the many agencies and organizations in government and the private sector.
Allow Qatar to be more proactive and less reactive to developments in media
Avoid a perception that Qatar “has something to hide” that is created by a situation in which very few feel empowered to speak on the record

2. Modern media relations apparatus

Qatar is not actively or sufficiently telling its own story, or engaging in fluid conversation with those who are. As a result, others are telling Qatar’s story for them, fostering unchecked rumor, misinformation, distorted facts, and a lack of attention given to the many positive sides of Qatar’s story. Many of the recent problems Qatar has had with media could be addressed by establishing a modern media relations apparatus, beginning with a government press office that can field and answer questions from media and provide information.

The small number of correspondents based in Qatar means that the country is covered by reporters who come in only on certain occasions and aren't able to write with background knowledge. Foreign correspondents have offices in free media zones in the region but not in Qatar. This is due largely to the local media environment where ownership laws and a lack of legal protection for journalists and editors.

Getting information out faster and more frequently as projects develop would avoid many problems:

Don’t announce a program and then not talk about it again until it is done. This prompts people to think things get planned and never get done, or to fill the vacuum of update information with rumor.
Use social media to show progress and get feedback, particularly on projects that people see every day (ie construction of light rail)
Be responsive to comments on social media and other platforms. Use it to create dialogue. Don’t demonize people for asking questions, but instead provide answers to questions, even if they aren’t always positive. This will create an opportunity to acknowledge that you understand the problem and have a plan to address it.

The official sources of government news and information would increase pickup of their information and perspectives if they were able to more efficiently respond to media requests.

Get more people speaking on the record. It's harder to attack individuals than institutions. It is too much to ask of HH the Emir to be the only face representing every issue in the entire nation.

3. Transparency

The lack of information, reliable sources, or ways to request information creates a situation in which journalists and others will be naturally suspicious and force people to speculate about what is happening when they would prefer to tell the truth.

The combination of centralized power and lack of transparency prompt international journalists to escalate rumors and even fabricate stories.

Encouraging quality, local, grass roots journalism would send a strong signal to both local and international media that Qatar is a proud modern nation with nothing to hide.

Transparency is important: Provide clear contacts, methods, and protocols for people who have questions or are requesting information.

4. Better communicating Qatar's many positive stories

A lot of substantive effort and resources have been invested in dealing with issues such as worker welfare and environmental impact of rapid development, but the communication of these efforts has largely been dismissed as surface self-promotion. Telling these stories in a way that doesn’t appear overly filtered, or better yet enabling outsiders free access to tell the stories themselves (even understanding that sometimes these stories will be negative), will be powerful.

Resuscitate and make better use of the story that worked well for Qatar for so long - the mediator and peacemaker - this has consistently differentiated the country from its GCC neighbors

Focus on qualities that are unique and integral to Qatari society and history. One example is the entrepreneurial spirit of the Father Emir, HH Sheikh Hamad bin Khalifa Al Thani, in the founding years of modern-day Qatar (one specific outcome of that story was a documentary by National Geographic, year 2003).

2022 World Cup messages that Qatar authorities are not getting across to the media outside the country:

The stadia will be given away to other countries after the event.
The cooling of public spaces is based on solar energy.
Unions and workers’ forums have a say and play an important role at the construction sites.

5. Need action and proof points -- it is not just a media problem

Huge progress could be made if Qatar were to move away from a traditional marketing approach to more modern branding approach. This would involve an increased focus on tangible change in policy and outcomes. The best stories from the widest range of media outlets and word of mouth will always come from real results, not from spin.