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As the award attracts entries from government entities at local, regional and international levels, as well as regional and international organisations and private-sector institutions, the importance of preparing an entry that clearly demonstrates the strengths of each initiative in line with the approved evaluation criteria continues to grow.
Insights from previous winners and the judging panel show that a successful entry is defined by its ability to present a comprehensive account of the initiative, beginning with the issue it was designed to address, followed by the strategy and implementation mechanisms, and culminating in documented results and measurable impact supported by evidence and data.
His Excellency Dr Khalifa Musabah Al Tunaiji, Chairman of Sharjah Department of Agriculture and Livestock (SDAL), and Chief Executive Officer of Sharjah Agriculture and Livestock Production Establishment (Ektifa), stressed the importance of studying the criteria and requirements of the relevant category when preparing an entry.
The department won the Sharjah Government Communication Award in 2025 under the “Outstanding Communication Award for a Higher Quality of Life” category.
Al Tunaiji emphasised the importance of selecting initiatives and practices that are most closely aligned with the criteria, reflecting the role of government communication in supporting agricultural and livestock sector priorities, raising awareness of food security and sustainability, and promoting projects, initiatives and services.
He explained that the department was keen to present an integrated account that demonstrated the need from which the initiative emerged, its objectives and target groups, its implementation mechanisms, and the integration of media, field and digital communication, culminating in results and impact supported by statistics, reports, media monitoring, content samples and engagement results.
He noted that preparing a competitive entry requires selecting the appropriate category, documenting the experience and measuring its results from the outset of implementation, and highlighting elements of innovation, partnerships and sustainability. It also requires forming a multidisciplinary team and starting early on preparing and reviewing the entry, while verifying the accuracy of data and evidence, to present a clear institutional case that demonstrates the measurable and sustainable impact of government communication.
Dr Ali Jaber, Director General of MBC Channels, Dean of the Mohammed bin Rashid School for Communication at the American University in Dubai and a member of the jury committee of the Sharjah Government Communication Award, said the entry serves as the foundation on which the judging panel evaluates submissions, as it reflects the quality of the initiative, the clarity of its objectives, the effectiveness of its implementation, and the results and impact it has achieved, supported by evidence.
Jaber added that the jury committee reviews each entry through a clear sequence covering the rationale behind the initiative, the strategy on which it was based, its implementation mechanisms, the results achieved and the impact created.
He noted that presenting these elements in a coherent manner, supported by data, indicators and documented evidence, enables the judging panel to evaluate the entry according to the award’s criteria and reflects the initiative’s true value.
The experience of the Abu Dhabi Fund for Development, which won the Sharjah Government Communication Award in the previous edition, provides a practical example of how to prepare an entry and document practices and results.
Dr Salama Nader Alqubaisi, Manager of Corporate Communications at the Abu Dhabi Fund for Development, said: “Through its entry for the Sharjah Government Communication Award, the Fund was keen to present an integrated experience that reflects the impact of corporate communication in highlighting development achievements and beneficiaries’ stories, drawing on real-life examples and reliable results that demonstrate the impact of development work, while also highlighting the UAE’s commitment to empowering communities and promoting international cooperation.”
She added: “At the Abu Dhabi Fund for Development, we believe that effective communication is not limited to presenting figures and results; it tells the story behind them and places people at the heart of development.”
Alqubaisi said: “Throughout the entry process, we found the procedures straightforward and clear, from registration through to completing the participation requirements. The award criteria were clear and direct, while the website provides a seamless user experience and contains the necessary information and guidance, making the entry process accessible and clear for entities wishing to participate.”
The Manager of Corporate Communications at the Abu Dhabi Fund for Development noted that this clarity enables participants to focus on presenting their initiatives comprehensively and documenting their practices and results, contributing to knowledge exchange and enabling others to benefit from inspiring models.
This approach reflects the foundations underpinning the preparation of an entry. The process does not begin with collecting photographs, reports or attachments; rather, it starts with understanding the issue that the initiative was designed to address, as this forms the starting point upon which all elements of the entry are built.
Submitting an entry for the Sharjah Government Communication Award requires a clear description of the initiative, supported by data and indicators that demonstrate its rationale, scope and scale. This enables the judging panel to understand the reasons for launching the initiative and assess its success in achieving the intended results and impact.
The entry then outlines the strategy, including its objectives, target audience, key messages, methodology and selected communication channels.
The strategy should not merely describe what was implemented; it should explain why this approach was chosen and how it relates to the initiative and its objectives, before moving on to the implementation stage, which documents the activities, tools, management mechanisms and quality of execution.
Distinguishing between strategy and implementation is one of the key aspects that strengthens the quality of an entry. The former focuses on planning, while the latter documents how that planning was put into practice.
Participants are expected to demonstrate the results achieved through figures, such as reach and engagement rates or changes in performance indicators, and then explain the impact the initiative had on the audience, community or institution, supported by verifiable evidence.
Supporting evidence such as official reports, performance indicators, studies, surveys, digital analytics, media coverage, photographs and videos becomes particularly important, as it enables the judging panel to measure impact objectively.
The Sharjah Government Communication Award evaluates entries based on three main areas: results and impact, strategy and planning, and implementation, with an additional excellence score of up to 10% above the basic score for entries that use artificial intelligence responsibly and innovatively.
SGCA emphasises the importance of avoiding mistakes that can undermine the quality of entries. These include selecting a category that does not correspond to the nature of the initiative, confusing strategy with implementation, focusing on activities without demonstrating results and impact, or providing information that is not supported by evidence.
The participation guide is available on the SGCA website. It serves as a practical reference for participants, explaining how to prepare an entry, document results and impact, meet evidence requirements, distinguish between strategy and implementation, and avoid the main mistakes that could affect the evaluation of a submission.
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