There is always a buzz about raising awareness about government services, promoting them, and encouraging their use. Experience tells us, when information doesn't reach people in the right manner, popularity of governments services fall.

There is no doubt that the media is an effective driver of change, but is it itself exempt from the law of change?

I was on LinkedIn when I came across an account of a person acting as Chief Storyteller at a renowned global company. It piqued my curiosity. I researched more and found out that storytelling is the approach for a vast majority of global companies and organisations.

Studies have shown that when a person listens to an interesting story, his brain kindles, and its activity increases by fivefold. Today's marketing experts echo the saying "Facts tell, but stories sell". A Harvard Business Review study showed that as of 2020, communication through storytelling has become vital need for all organisations, especially those operating in the spheres of information and digital transformation. The study also showed that narration has become an indispensable soft skill to market any idea, product or digital service.

Experts say that the future of media and marketing is based on the narrative skill. Therefore, we should stop and take stock of our performance. We will find that while some of our media techniques are here to stay, others might need to be replaced.

Some organisations rigorously pursue extensive media coverage without paying any regard to quality and creativity of their material. Some press releases are exaggerated while some are monotonous. Most lack real substance.

We live in a different era. Our readers are mostly the Millennials and Generation Z, who 'consume' content differently. They interact only with the content that draws their attention. User trials have shown that they decide within the first six seconds whether to read further or not based on the content's ability to grab attention and create suspense. Clichés have no place in today's world. Today's generation counts time in seconds. They might not watch a 10-minute video, unless it is very interesting. Then, how could we engage them in a 1,000-word press release?

When our wise leadership announced 2020 as the year to prepare for the next fifty years, they also declared to transform the past fifty years into stories to be told to the world. Shall we?

Hamad Obaid Al Mansoori

 The Director General, TRA