RESHAPING GOVERNMENT IN ABU DHABI
Mouchel International Management Consulting rolls out the world’s largest BPR programme
In 2010, Abu Dhabi’s Department of Municipal Affairs (DMA) called in the UK firm Mouchel to help recast the fundamental processes it uses to deliver services to citizens across the emirate. The problem it faced was delivering modern, 21st century service levels with processes which did not reflect best international practice and the fast pace of social and commercial progress.
Alongside finance and accounting, legal, human resources and IT, corporate communications and PR was integral to one of the project work streams. The requirement for a modern, fit for purpose information and communication capability is increasingly felt, both to support better internal information flows across the country as well as opening up and exploiting external dialogue with international media and other audiences.
From January 2011, Vyvyan Kinross was one of three Subject Matter Experts (SMEs) chosen to deliver a new shape for the communications and PR function in Abu Dhabi. He was based in Western Region (WRM), one of the three municipalities of Abu Dhabi, in the small regional capital of Madinat Zayyed. On the edge of the famous Empty Quarter in the south of the country, the municipality offices were the base for over 20 members of the project team.
Working with the Abu Dhabi PR & communications team based in Madinat Zayyed, Vyvyan used both English and Arabic in the course of the six-month assignment. This involved assessing current practice (AS IS), importing best international practice, redesigning a new suite of processes from digital comms to traditional media, and from advertising and promotion to press office management, and then putting these processes into a BPR technical framework which included ARIS computer mapping.
The new processes were embedded and rolled out through a series of coaching, mentoring and workshop sessions with key staff in the PR & communications team. This work was then integrated across the emirate with counterpart SMEs in Abu Dhabi, the capital and Al Ain, the emirate’s second city.
The project, believed to be the biggest of its kind in the world, is scheduled for completion at the end of 2011. Once adopted, Abu Dhabi will have the basis on which it can plan, manage and deliver services in line with local needs, international standards and best practice, bringing major benefits to its management and development of government and public services for citizens.