HE Mattar Al Tayer, Director-General and Chairman of the Board of Executive Directors of Roads and Transport Authority (RTA), has endorsed RTA’s Communication Strategy 2015-2018.
“In its capacity as a key driver of the infrastructural development in the Emirate of Dubai, RTA intends to make Dubai a highly connected and integrated city offering residents and visitors smooth & safe mobility experience all over the Emirate. The launch of RTA’s Communication Strategy 2015-2018 stems from its perception of the vital role of communication in keeping residents & visitors of Dubai abreast of projects & initiatives undertaken by RTA, besides highlighting RTA’s achievements at the local and international levels. Moreover, the internal inter-employee communication is equally important as it makes all staffs cognizant of RTA’s message such that they can speak in one voice. Communication is also crucial for effective decision-making as it is the means of communicating information needed to achieve quality performance at top class standards,” reported Al Tayer.
“RTA’s Communication Strategy 2015-2018 is a product of a precise assessment of RTA’s strategic ambitions as well as the priorities of the Dubai Government at a broader level. This strategy has been charted out in a way that supports and complements previous strategies, and focuses on identifying RTA’s capabilities and business domains to ensure they are continuously aligned with the overall strategies.
“The Communication Strategy comprises five key drivers namely: the operational superiority, communal impact, innovation & smart development, customers-oriented methodology, and the uniform message. The strategy has set 14 targets to be achieved through 20 initiatives highlighted by enhancing RTA’s brand, mapping out social responsibility’s strategy, upgrading the website, boosting the competitiveness of Dubai as a global pioneer of mass transit services, raising traffic safety awareness, launching cracking initiatives to encourage the use of public transport means, raising the profile of RTA as a key player in innovation & smart services across the region, and improving cooperation & partnerships with strategic partners and stakeholders in a consistent and comprehensive manner,” added Al Tayer.