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How public entities can better communicate strategy to citizens


Over the recent years since Vision 2030 of the Kingdom of Saudi Arabia (KSA) has been initiated, the massive changes within the operations of government entities have led to a rise of expectations for better communications with the stakeholders to achieve effective citizen engagement. Communication strategies and initiatives have been developed and launched with the initiation of KSA’s Vision 2030 in order to streamline the strategic objectives and clarify the roles of stakeholders and staff as well as identify the target audience and communicate with them more effectively.

To implement the communication strategy of any public entity effectively and efficiently, the communication plans should include what information should be communicated, who should receive that information, when that information should be delivered, and how those communications are tracked. Also, some actions need to be considered within the implementation of communication strategy, such as opening two-way communication means, using technology to streamline the communications, and focusing more on engaging with the audience–not just listening to them and answering.


Eng. AlZahrani Ahmed

Facilitator and Consultant

The KPI Institute


  • Human Resources (HR) Consultant with 20 years of experience in the HR Management field and held various senior positions within the HR field, and the last was Chief Resources Officer in one of the big organizations in KSA.
  • Lessons Learned | Founder and CEO of a management consulting company.
  • Delivers consultancy services, training courses, and workshops in the field of HR and Performance Management for multiple entities for nearly 10,000 trainees in several organizations in KSA and the Gulf Cooperation Council.
  • Executive Master’s in Business Administration and Bachelor’s Degree in Industrial Engineering from King Fahd University of Petroleum and Minerals.
  • Advanced Program in Leadership from Cranfield University.  
  • CIPD advanced management Human Resources diploma and HR Practitioner Diploma.  
  • Diverse professional certificates and international accreditations in HR, performance management, and project management


This article was first published in the Ask Our Experts section of Performance Magazine Issue No. 24, 2023—Public Sector Edition. This Performance Magazine provides in-depth analyses and practical observations on the public sector’s performance in the post-pandemic era. Download the free digital copy on the TKI Marketplace or purchase the printed edition via Amazon.

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