His Excellency Saeed Mohammad Al Eter serves as the Chair of the UAE Government Media Office, which is responsible for proactively sharing The Emirates’ strategy, vision and outreach to local, regional and global audiences.
Reporting directly to the Cabinet, the UAE Government Media Office manages a portfolio of national strategic communications initiatives, including The Emirates Nation Brand, the National Soft Power Strategy and the management of government media policies, legislation, directives and communication strategies, including digital communications.
Al Eter also serves as Director General of the Public Diplomacy Office and of the Executive Office of His Highness Sheikh Mohammed bin Rashid Al Maktoum; conducting specialized studies in the most vital areas to facilitate the process of strategic and development decision-making, and the continuous follow-up of plans, programs, projects and decisions issued by His Highness platform for incubating and launching many innovative ideas. He is also the Assistant Secretary General of the charitable foundation, the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI); which served 71 million beneficiaries across 108 countries in 2019 alone.
He has long experience of driving strategic government communications initiatives, including the establishment and management of the Office of Government Communication at the General Secretariat of the UAE Cabinet. During this time, he developed the Federal Government general strategy, designed the organisational structures of a number of government communications departments at federal entities and championed the development of strategic government communications guidelines within the UAE government.
Al Eter also supervised the establishment, launch and management of The Federal Government Spokesperson’s System. He led the introduction of the federal government media briefing system as well as the setup of the government communication network. He launched the UAE government’s communications team capacity building program as well as designing policies related to the internal, external and digital communication systems at the federal government.
He has led a number of strategic national media campaigns, ranging from the launch of the Emirates Mars Mission through regional initiatives such as the Arab Reading Challenge and Hope Makers to a range of government strategy launches, including UAE Vision 2021. He was responsible for leading the media and communications management of the World Government Summit, the UAE Year of Reading and National Reading Strategy and the UAE Year of Giving and National Giving Strategy.
He is a graduate of Mohammed Bin Rashid Program for Leadership Development, and holds a B.Sc. in Communications Engineering from Khalifa University and an MBA from the American University of Sharjah. Following graduation, he joined UAE communications provider Etisalat as an engineer before moving to take up his career in government.