The General Directorate of Residency and Foreigners Affairs in Dubai has launched a new crisis media strategy. This initiative supports the Dubai Government Communication Manual, introduced in July by the Crown Prince of Dubai. The strategy highlights Dubai’s focus on proactive communication during emergencies, crises, and disasters. It also strengthens Dubai’s global position as a leader in government communication and preparedness.
Furthermore, the launch aligns with the Media Crisis Management Guidelines introduced by the Dubai Government Media Office. The plan ensures accurate and timely delivery of official messages during critical moments. Through this approach, the authority aims to build trust, protect reputation, and strengthen international partnerships.
As part of the rollout, GDRFA Dubai conducted its first integrated simulation for crisis media management. The exercise was attended by senior officials, including Lieutenant General Mohammed Ahmed Al Marri, Director General of GDRFA Dubai. The simulation presented realistic crisis scenarios through practical tools. These included mock digital posts, crisis videos, fabricated emails, SMS alerts, and a trial press conference. The conference trained official spokespersons to handle tough questions and manage public reactions.
Lieutenant General Al Marri stressed that continuous training ensures the ability to manage situations immediately. He added that effective communication protects the UAE’s reputation and showcases Dubai’s leadership to the world. His comments emphasized teamwork and accuracy in delivering transparent messages to the public.
In addition, Major Mohammed Yousef Al Marri, Director of Risk and Crisis Management, explained the importance of testing resilience. He noted that the simulation allowed GDRFA to measure response levels and identify potential risks. According to him, this proactive method guarantees sustainable performance and strengthens preventive planning.
Meanwhile, Dr. Najla Al Doukhi, Director of Marketing and Government Communication, described the crisis media strategy as more than a guideline. She explained that it represents a culture of transparency, trust, and preparedness. This cultural shift helps institutions remain flexible and capable of facing new challenges effectively.
The strategy focuses on several key areas, including crisis analysis, rapid response methods, clear messaging frameworks, and continuous evaluation. Officials highlighted that such exercises prepare teams to handle real-life emergencies with professionalism and confidence.
In conclusion, the crisis media strategy reinforces Dubai’s readiness to transform challenges into opportunities. The initiative confirms GDRFA Dubai’s commitment to building trust and setting new benchmarks in communication excellence.
