Lama Zalat, Director of Communications at IMIFor anyone working in communications, nothing tests your skills like a crisis.
In theory, it’s easy to prepare for: build a solid playbook, anticipate relevant scenarios, draft pre-planned statements, and perhaps run an annual drill.
But the real test is whether an organisation and its leadership can deliver on those principles under pressure, when uncertainty is high, information is incomplete, and public trust is on the line.
While crisis is something many professionals dread, I often find myself choosing to get involved. Not because I enjoy stress and cortisol spikes, but because every issue I have worked through has taught me something new. Crisis has a way of exposing what actually works, and what only looked good in a planning document.
Every industry I have worked in has had its own version of crisis. Sometimes smaller in scale, affecting only the company I worked for. Other times much bigger, like when I worked in healthcare communications during COVID-19, and today as I lead communications for a media organisation during a period of regional conflict.
Both times, I found myself closely watching how the UAE government communicated with its people. Both times, it delivered a masterclass.
Here’s what the UAE consistently got right, and what communications professionals can learn from it.
Clarity during crisis communications
In any crisis, rumors move faster than facts. When information gaps appear, speculation fills them. The most effective counter is clear and consistent communication from trusted sources.
During COVID-19 and again during the current regional tensions, the UAE established a steady flow of updates through official briefings, unified reporting, and plain language guidance.
Messages were direct, practical, and focused on what people actually needed to know. There was no hedging, no vague reassurance, just actionable information delivered regularly.
In moments of uncertainty, audiences do not need more messaging. They need reliable facts delivered in a way they can understand.
Consistency within crisis communications
Often during crisis, communication becomes fragmented. Different agencies or leaders release slightly different versions of the same message. Even small inconsistencies can weaken public confidence and create room for doubt.
One of the strengths of the UAE’s approach was alignment. Across government entities, official channels, and major media platforms, messaging stayed consistent and the tone remained measured, in multiple languages.
For communications professionals, this is a critical reminder. Internal coordination matters as much as speed, and alignment across all stakeholders must happen before communication goes out.
A unified message delivered consistently is far more effective than a faster one that contradicts itself.
Transparency
The information that needed to be communicated was not always easy, but rather than soften or delay it, the UAE government communicated openly and frequently about what was known, what was uncertain, and what was being done. That builds credibility.
When people believe they are being told the truth, even when the news is difficult, trust grows stronger.
Tone
Facts are essential in a crisis, but tone shapes how those facts land.
Alarmist communication increases anxiety. Dismissive communication erodes trust. Calm communication encourages calm behavior.
Throughout both the pandemic and the current regional situation, UAE government messaging remained composed and focused on preparedness, coordination, and the safety of citizens and residents.
The delivery never felt reactive, even when the situation was evolving fast.
Internal alignment during crisis communications
Finally, crises are a reminder that communication begins internally.
Employees experience the same uncertainty as everyone else does, often while keeping essential operations running. They need timely updates, honest reassurance where possible, and the flexibility to prioritise their families when necessary.
When internal communication breaks down, it shows externally. The same principle applies to governments communicating with their people.
The bottom line
Ultimately, crises have a way of stripping communication down to its fundamentals. The noise disappears and what matters becomes very clear. When institutions communicate with clarity, consistency, transparency, and calm, people know where to turn for information and reassurance.
Over the past few years, the UAE has shown just how powerful that kind of disciplined communication can be when it matters most.
These are not complicated principles. They are just hard to execute under pressure, which is exactly why the organisations that do it well stand out.
By Lama Zalat, Director of Communications, IMI
