Creative Professional
Usama Karim Ahmed Al Haremi,Head, Corporate Communications and Media, Oman Air, tells Rekha Baala that he is in a profession where his brain is working all the time, even on vacation

In the airline industry, effective communication is not just about projecting the image of the company to outsiders. According to Usama Karim Ahmed Al Haremi, it is like a constant battle: meeting crises and challenges, diffusing tense customer service situations and chalking out a continuous and consistent communication strategy that is in line with the business objectives.

And he should know this well, being the Head, corporate communications and Media, at the national carrier Oman Air. His warrior spirit has been solely responsible for the department’s turnaround. Usama has proved in a short period of time that communications goes way beyond press releases. He is on the job all the time. Long after his office closes and as he heads home, his mind is still ticking. There is information to be disseminated, press releases to be tracked, articles for the in-flight magazine to be prepared and the daily aviation news to be made available to all staff, and most essentially worries of having to deal with unforeseen emergency matters, since he is the chief person handling communication in critical incidents.

There are, of course, serious issues that arise from time to time. Every delay, every system failure requires efficient and quick handling when it comes to communications. Corporate Communications and Media are in charge of developing plans and strategies for areas of media focus and communication issues managing such concerns.

Issues of image
The high-profile executive is both pragmatic and focused. It comes with over 18 years of experience in both media and public relations in key government departments. After completing his degree in international relations in the US, Usama joined the Ministry of Information in their PR department. He later moved onto Oman TV as director of administration and finance. He was also sent by the Ministry of Information as Information attaché to the country’s embassy in the UK where he helped set up the attaché offices. On his return, he took up the position of Director of Studies and Mass Information Documentation in the Minister of Information’s office. He moved to Oman Air and a highly challenging environment two years ago.

“I am responsible for the image of Oman Air at all levels. I believe that the image of the company reflects the image of the country. Things were quite different when I joined, but I can now say that I have contributed in making certain significant changes. Right from making sure that Oman Air is in the news for all the right reasons, revamping the in-flight magazine ‘Wings of Oman’ to establishing a strong link between the airline and the media, I have been able to put effective communication systems into place,” says Usama.

For Usama, all work leaves time for little else. He admits that his family does complain of neglect, even as he whole-heartedly agrees that ‘he is missing out on the home front and needs to take a break soon’. “Right now, I have a modest number of personnel working with me. I am hoping that my work will be considerably lightened when more staff join us this year.” It is an addiction that Usama cannot wean away from easily. He calls it ‘commitment of a different order’. “I am in a creative profession where my brain is working all the time. It is impossible to switch off even on vacation.”

Taking a break
Not that, he has had one recently. Usama hasn’t taken a long break for more than a year. However, when he does feel the need to unwind, he visits the social club or the Al Maha Recreation Club and catches up with friends. But things are changing. And Usama is all excited about a trip this month to the Far East. Its time to put a full stop to work and rejuvenate in luxurious surroundings. But this too will come after work. “I will be attending an official event this month at Bangkok and soon after it is over, I will stay on and enjoy a much-needed holiday, all by myself.”

We have now got him thinking about the beauty of the Far East, the lip-smacking Thai food and the relaxing traditional Thai massage. As he revels in the thought of his upcoming holiday, we bid adieu.

A warrior too needs a break even if the communication battle continues…