GCC pushes unified media strategy as Gulf seeks stronger influence

RIYADH – Gulf officials and media leaders called on Monday for a unified regional media strategy capable of defending Gulf interests internationally and countering geopolitical threats, warning that fragmented messaging weakens the region at a time of mounting instability across the Middle East.

The calls came during the “Gulf Achievements Forum” held at the headquarters of the Gulf Cooperation Council in Riyadh, where officials said Gulf media must evolve into a form of “soft power” able to shape international opinion and confront disinformation campaigns targeting the region.

Participants said the current regional climate required Gulf countries to speak “with one loud voice” on major crises, while maintaining each state’s national identity and local priorities.

“The joint media system should serve as the soft power of GCC states,” said Isa Al Shaiji, chairman of the Bahrain Journalists Association.

He said Gulf military and security cooperation had achieved significant progress, but media integration still lagged behind.

“The loudest voices today belong to influencers and citizen media,” Al Shaji said, urging Gulf institutions to modernise their communication strategies and expand their digital presence to better influence international audiences.

Officials said Gulf media should move beyond routine news coverage and instead promote strategic achievements such as electricity interconnection projects, food supply security and regional infrastructure integration.

The forum took place as Gulf states seek to strengthen regional coordination amid ongoing conflicts in the Middle East, threats to maritime routes and energy infrastructure, and intensifying geopolitical competition.

Jasem Al-Budaiwi, secretary-general of the GCC, said the bloc had transformed challenges into opportunities through integration across political, economic and security sectors.

“The strength of the GCC lies in its unity and cohesion,” he said.

Budaiwi said the GCC was no longer simply a regional grouping tied by geography and history, but a strategic international force capable of shaping development and stability.

He said about 95 percent of traffic connectivity projects between GCC states had been completed and highlighted achievements in military coordination, digital transformation, food security and electricity interconnection.

Officials at the forum said Gulf media organisations needed to adapt rapidly to the rise of social media platforms and digital influencers, which they acknowledged were increasingly overtaking traditional media in shaping public opinion.

Participants called for broader cooperation with influencers and digital creators instead of treating them as competitors, while also pushing for the training of younger Gulf media professionals to produce internationally competitive digital content.

Abdulrahman Al Hazzaa, director-general of the Gulf Radio and Television Organisation, described Gulf media as “responsible media” that had succeeded in responding to campaigns aimed at undermining the region.

He said Gulf citizens were living in “prosperity and stability” under a clear vision of regional integration and development.

The forum also focused on economic achievements within the GCC, with officials citing strong growth in intra-Gulf trade and expanding links with global markets as evidence of deepening regional integration.

Participants stressed that presenting those achievements through a coordinated international media narrative was essential to strengthening the Gulf’s global standing.

The gathering concluded with calls to expand the role of regional journalism organisations and build wider international media partnerships to ensure Gulf perspectives are represented more effectively worldwide.