Cairo: The State Information Service Board Chairman, Ambassador Alaa Youssef, emphasized the critical role of media and diplomacy in building Egypt's global standing and protecting its national interests. In a seminar titled "Media and Diplomacy: Tools for Building Awareness and Shaping Influence," organized by Lions International Clubs, Youssef highlighted the evolving nature of global conflicts. He noted that modern warfare has shifted from traditional military operations to battles over public consciousness, requiring an objective media sector capable of engaging intellect and delivering timely facts.
According to State Information Service Egypt, Ambassador Youssef discussed President Abdel Fattah El-Sisi's vision of fostering informed national awareness alongside comprehensive development. This dual approach aims to enhance Egypt's international stature and safeguard its achievements. The seminar, attended by Dr. Hala Abdel-Ghaffar, District Governor of the Lions Clubs, and other prominent figures, was moderated by Mona El-Saghir, Former District Governor and Secretary-General of the UN Global Forum for Media and Development.
During the event, Youssef praised the Lions Clubs for their community service efforts, citing them as a pioneering model of social responsibility and a practical example of civil society organizations' developmental role in supporting state plans and achieving sustainable development. He stressed that "media diplomacy" has emerged as the most effective channel for influencing public sentiment and shaping perceptions beyond traditional limitations.
Youssef underscored the importance of public awareness in sustaining economic progress and political stability, advocating for a proactive diplomatic media strategy. This approach involves early monitoring of rumors and disinformation, followed by immediate factual responses. He elaborated on the responsibilities of the State Information Service (SIS) in enhancing public awareness through its various sectors and aligning its media tools with global changes and digital transformation.
The SIS is undergoing a comprehensive upgrade to modernize state institutions and improve their connection with public opinion, both domestically and internationally. These efforts aim to present a realistic view of Egypt's development programs and achievements. Concluding his remarks, Youssef outlined Egypt's contemporary smart-power tools, emphasizing the importance of moving beyond conventional methods to generate cross-border influence.
The SIS implements this principle by communicating with strategic circles across Africa and the international community in their national languages. Additionally, SIS provides foreign correspondents with logistical support to observe Egypt's development firsthand, ensuring high credibility.