NEP 2.0

To develop a better world and transform societies, we need communication that inspires trust, shapes understanding and encourages positive change. Taif believes that powerful storytelling can turn complex policies and ideas into messages that connect with people and ultimately influence behavior.

Creating meaningful stories has always been at the heart of Taif’s career. She holds a bachelor’s degree in Mass Communication from the American University of Sharjah (AUS) and a master’s degree in Marketing, Management and Communication from Sorbonne University Abu Dhabi. Over more than 16 years in government communications, she has worked across several federal entities, including the UAE General Civil Aviation Authority, the Office of the Minister of Foreign Affairs, the Ministry of Climate Change and Environment, and the Ministry of Industry and Advanced Technology.
Today, Taif serves as Director of Government Communications at the Ministry of Higher Education and Scientific Research, where she leads the Ministry’s strategic communications, media relations, reputation management and public engagement. She also serves as one of the Ministry’s official spokespersons, supporting the communication of policies and initiatives shaping the future of higher education and scientific research in the UAE.

Throughout her career, Taif has worked closely with senior government leaders on national strategies, major government initiatives and high-profile communications campaigns. Her work focuses on translating government priorities into clear, relevant and engaging narratives that connect policy with people. This reflects a broader principle that guides her approach to communications: meaningful content is not simply about informing audiences; it can build trust, influence behavior and enable positive change.

As the media landscape continues to evolve, Taif is particularly interested in the intersection of strategic communication, emerging technologies and public trust. She hopes to contribute to the continued development of the UAE’s media and communications sector by championing credible storytelling, embracing new platforms and technologies, and strengthening society’s resilience to misinformation.

“Communication has the power to do more than tell people what is happening. At its best, it creates understanding, builds trust and inspires people to become part of positive change.”