Abu dhabi: Abdulla bin Mohammed bin Butti Al Hamed, Chairman of the National Media Authority (NMA), emphasized the importance of a cohesive national narrative in directing global investment flows during his speech at the Forbes Middle East's Building The Future Summit. He explained that such a narrative turns economic achievements into a universally understood message, guiding major capital toward trusted and stable environments through a comprehensive story that reflects a country's vision and future-shaping capabilities.
According to Emirates News Agency, Al Hamed highlighted that UAE media has evolved beyond reporting figures and results, now presenting a complete narrative of vision, stability, and opportunity. This evolution reinforces global confidence in the national economy and turns achievements into value and influence. He noted that investment decisions often begin with the impressions formed in the minds of investors, shaped by media reports and economic podcasts, rather than just numbers.
Al Hamed stated that media has become a vital part of national infrastructure, akin to ports and airports, supporting the flow of meaning, credibility, and trust. He emphasized that a country's image is the cumulative result of its achievements and what it communicates about itself. The UAE's leadership recognized that media is integral to the development process, not separate from it.
He pointed out that the strength of nations today extends beyond economic and military capabilities to include the strategic ability to build trust and tell compelling national stories. Countries are now competing on their ability to build positive images that attract living, working, and investing preferences. International reputation has become a key economic asset, enhancing a country's capacity to attract capital, talent, and businesses.
Al Hamed cited the UAE as a model for integrating media into development projects, with national media communicating successful realities in a global language. He noted the resilience of national narratives during crises and the enduring pillars of stability, development, tolerance, openness, and investment in people and the future.
He distinguished between media strategy and public relations, explaining that strategy builds a sustainable reality, while public relations defends an image. The UAE's narrative strength lies in the alignment between message and practice.
Discussing national media identity, Al Hamed asserted that successful national brands are built through achievements that become globally understood stories. The UAE has balanced authenticity with ambition, preserving values while remaining open to change, transforming its geographic location into an opportunity and reinforcing a narrative centered on innovation and future foresight.
On technological transformations, Al Hamed addressed the impact of artificial intelligence on media, noting opportunities and challenges in data analysis, content personalisation, and credibility. The future of media, he stated, will belong to those commanding trust, combining technology with responsibility and national identity.
Concluding, Al Hamed observed that national reputation serves as intangible economic capital for countries, akin to brands for companies. Nations with strong reputations are better positioned to build partnerships, attract opportunities, and strengthen their global economic standing.