Our Strategic Approach
Strategic Messaging Framework Development
Rouya developed a strategic messaging framework to align all public messaging with the event’s programme priorities and international standards, based on internationally recognised strategies. This framework was designed to ensure consistent, credible, and audience-specific messaging across media and digital platforms.
A segmented messaging approach was developed, mapping key messages to priority audiences including policymakers, researchers, healthcare experts, and the general public. This audience-centric model ensured content relevance and maximised engagement across traditional and digital media channels.
Integrated Media Planning
Rouya designed a comprehensive media plan covering the pre-event, on-site, and post-event phases. The plan included preparing media outreach lists, media invitations, hostile question preparation, press kit development, and speaker bios. Media assets and distribution timelines were carefully aligned with the event’s schedule to maximise engagement and coverage.
Social Media Strategy & Management
Social media activities were launched by Rouya three weeks prior to the event across Instagram and LinkedIn. The strategy focused on raising awareness, building educational narratives around the subject matter, and encouraging registration and attendance. Emphasis was placed on human-centred storytelling featuring UAE traditional practitioners, which achieved the highest engagement rates. Content included educational posts, cultural storytelling, event recaps, and speaker highlights.
Stakeholder and Partner Collaborations
Rouya’s strategic collaboration with Abu Dhabi Media Office (ADMO) and other stakeholders enhanced media visibility and ensured consistent, coordinated messaging across government-affiliated platforms. Furthermore, organic social media reach was amplified by engaging with content creators and leveraging stakeholder networks.
On-site Support and Operational Execution
- Provided full on-site communications support across the three days of the event, including media coordination, real-time interview facilitation, and speaker preparation.
- Maintained daily check-ins with the client and partners to ensure alignment across on-site activities and communications.
- Maintained continuous liaison with media representatives, protocol teams, and event organisers to ensure seamless communications operations under high-profile constraints.
- Managed real-time social media engagement by publishing event highlights, daily recaps, and speaker features across Instagram and LinkedIn during the event.
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Distributed in Arabic and English, covering pre-event announcement, event highlights, and post-event wrap-up.
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Facilitated and secured with key speakers during the event, in collaboration with ADMO and other relevant government stakeholders.
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1 . Compressed Timeline for Planning and Execution
The project timeline was highly condensed, leaving limited time for planning, coordination, and delivery of key milestones.
Mitigation: Rouya’s team adopted a proactive and professional approach by introducing additional planning milestones ahead of time.
2 . Limited Internal Knowledge in the Subject Matter Field
The messaging needed to position the subject matter as a credible and evidence-informed discipline, without undermining conventional methodologies.
Mitigation: In-depth research was conducted into global standards and the inclusion of a subject matter consultant to support the development of accurate, balanced, and credible messaging.
3 . Navigating High-Profile Protocols
Working with a client that involved high-ranking government figures required constant awareness of protocols, who requested not to be photographed by anyone, including the media.
Mitigation: Carefully avoided off-script references, and provided clear instructions to ensure the support of media guests present at the event.
4 . Managing Interviews & Timelines
Coordinating media interviews amidst shifting speaker availability, media deadlines, and event schedules presented logistical challenges, especially with limited Arabic-speaking experts available.
Mitigation: Flexible scheduling, agile problem-solving, and close coordination with speakers and media teams enabled real-time adjustments while maintaining professionalism.
5 . Building an Online Audience
Launching new social media pages and establishing audience engagement within a short timeframe was challenging.
Mitigation: The team proactively tagged relevant stakeholders and partners and coordinated with the client to encourage resharing, and scheduled posts during peak engagement hours.
6 . Visually Appealing Content
Creating content that captures attention and encourages the online audience to read, engage, and share is especially important when building initial momentum on a new page.
Mitigation: The team focused on developing clean, well-structured visuals with strong hooks, concise messaging, and an engaging layout. Content was aligned with platform best practices to enhance readability and audience interaction.
This healthcare event, hosted in the UAE and organised by an Abu Dhabi government entity, served as a pioneering platform to advance dialogue on public service initiatives and innovations in the field at both national and global levels. The success of the communications and media efforts led by Rouya significantly contributed to raising awareness on the subject matter in the region, building credibility for the client’s platform, and positioning it for future growth. The project’s key lessons and recommendations provided a strong foundation for the ongoing development of the client as a key initiative within the UAE’s public service and innovation agenda.
