Director of the Government Communications Office (GCO) and Chairman of the Permanent Web Summit Organising Committee, H E Sheikh Jassim bin Mansour bin Jabor Al-Thani in conversation with Dean and CEO Marwan M. Kraidy
Doha, Qatar: Director of the Government Communications Office (GCO) and Chairman of the Permanent Web Summit Organising Committee, H E Sheikh Jassim bin Mansour bin Jabor Al-Thani, yesterday emphasised the transformative power of storytelling and digital innovation in government communication during a discussion at the Northwestern Qatar (NU-Q) pavilion at Web Summit Qatar 2026.
In conversation with Dean and CEO Marwan M. Kraidy at the session “AI, Media and Tech: The Future of Government Communication”, Sheikh Jassim highlighted how early adoption of digital tools, a focus on transparency, and building trust with the public have allowed Qatar’s government to communicate effectively both locally and internationally, while preparing for the challenges of the 24/7 news cycle and the rise of AI in media.
A graduate of NU-Q, Class of 2014, Sheikh Jassim reflected on how his education shaped his professional path. “We were privileged to be educated very well at Northwestern and had the opportunity to transform and give more to the country in terms of communication,” he said. He recalled joining the Government Communications Office at its inception. “The good thing is that where I work now was newly opened, and I was employee number three. It was great to be part of a journey from the beginning.”
He credited Northwestern’s emphasis on storytelling, honesty, and clarity for helping modernise government communication. “What we learned from Northwestern is a lot about storytelling and communicating transparently and honestly. We’ve transformed the country’s communication enormously.”
Sheikh Jassim explained that government communication in Qatar has evolved far beyond traditional press releases. “Today, it relies on a unified storytelling approach, supported by consistent visual identity and coordinated messaging across government entities. This shift was reinforced by updated national branding guidelines in 2022 and the consolidation of communication expertise under the GCO, raising standards and improving alignment.”
Addressing the challenges of a 24/7 news cycle, Sheikh Jassim noted the speed at which information now moves. “It’s faster than we can speak or breathe,” he said. Qatar’s early digital transformation proved critical in managing this pace. “Internal communication is fully digitalised… this helped us be proactive, fast, and accountable if mistakes are made.”
He added that the government has invested heavily in in-house digital capabilities, including platforms such as TikTok, Snapchat, Instagram, and X. “We built in-house capabilities for digital media platforms and pushed these tools across the government,” he said, allowing officials to communicate directly and consistently with the public.
This visibility, he explained, has helped limit the spread of misinformation. “This is a problem every government faces,” Sheikh Jassim said. “Thankfully, in Qatar, the impact is smaller than in other countries. One reason is that officials frequently communicate on camera about policies or positions.” He emphasised that sustained engagement has built public trust, ensuring unofficial sources are less influential.
Externally, Qatar’s communication strategy has also broadened. Rather than focusing solely on tourism, messaging increasingly highlights everyday life, business opportunities, and community experiences. “We mainly focus on local communication, making sure citizens and expats have correct information not just about tourism but also about business and life in Qatar,” Sheikh Jassim said. This approach is reflected in initiatives such as ‘At Qatar’, a digital platform showcasing life in the country across multiple channels.
On artificial intelligence, Sheikh Jassim stressed the need for a cautious but proactive approach. “We’re in the middle of a very active discussion about AI, with major investments, concerns, and aspirations,” he said. While AI offers opportunities to enhance communication on major platforms, he warned that governments must move carefully. “Sometimes going slower with AI is better for government entities to avoid mistakes.”
Looking ahead, Sheikh Jassim described Web Summit Qatar as a key driver of innovation and entrepreneurship. “This is my third Web Summit. Every year it doubles in size,” he said. With more than 30,000 attendees this year, the focus remains on supporting startups, local talent, and emerging sectors. “If we build a proper foundation… it can spark a revolution and attract talent to Doha.”
Returning to his connection with Northwestern Qatar, Sheikh Jassim encouraged students to gain hands-on experience early and develop diverse skills. “
It’s crucial for undergraduates to start doing internships,” he said, adding that bilingualism, adaptability, and curiosity are essential for communicators. “The goal is to make complex situations simple and clear for the audience.”
On the sidelines of the event, speaking to the media, Dean Kraidy reflected on NU-Q’s evolving presence at Web Summit Qatar. “This marks our third year at Web Summit Qatar, and we were pioneers as the very first university from Qatar to attend. Each year, we’ve expanded our pavilion, offering more opportunities for engagement. This year alone, we hosted 60 program slots, 55 speakers, and three full days of events,” he said.
Dean Kraidy described his conversation with Sheikh Jassim as a special moment, noting that it represented a full-circle experience acknowledging Sheikh Jassim’s contributions while highlighting the tangible impact of a Northwestern education.
“Sheikh Jassim is a highly distinguished figure in Qatar and the driving force behind bringing Web Summit to the country. His presence exemplifies the kind of symbiotic relationship we aim to foster here in Qatar,” Dean Kraidy added.
