GDRFA Dubai Launches Crisis Media Communication Strategy

Dubai: The General Directorate of Identity and Foreigners Affairs – Dubai (GDRFA Dubai) has officially launched its Crisis Media Communication Strategy, in line with the second pillar of Dubai’s Government Communication Manual introduced in July 2024 by H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council. The initiative also supports the Crisis Media Management Guide issued by the Government of Dubai Media Office, aiming to boost preparedness, transparency, and efficiency in handling emergencies and disasters.

As part of the launch, GDRFA Dubai conducted its first large-scale crisis media simulation, attended by H.E. Lt. General Mohammed Ahmed Al Marri, Director General of GDRFA Dubai, Maj. Gen. Obaid Muhair bin Suroor, Deputy Director General, and assistant directors. The exercise replicated real-life emergency conditions, including mock social media posts, simulated emails, SMS alerts, a crisis video, and a press conference designed to train official spokespersons in handling media inquiries.

H.E. Lt. General Mohammed Ahmed Al Marri emphasized the importance of the exercise, stating:
“The ability to manage a crisis at the moment it occurs can only be achieved through continuous training and practical exercises. We work as one team to ensure that the message delivered to the public reflects the truth and preserves the bright image of the UAE in general, and Dubai in particular, which we proudly showcase to the world.”

Major Mohammed Yousef Al Marri, Director of the Risk and Crisis Management Department, highlighted the proactive approach of the strategy, noting that it provides a practical test of institutional resilience, enabling precise assessment of risks and strengthening preventive measures.

Dr. Najla Al Dookhi, Director of Marketing and Government Communication, described the launch as a “milestone in building a flexible communication system”, stressing that the strategy embeds transparency and preparedness as a culture, enhancing both public trust and international confidence in Dubai’s governance.

The strategy focuses on five key pillars:

• Proactive crisis analysis
• Advanced media response mechanisms
• Development of targeted communication messages
• Diversified communication channels during crises
• Post-crisis monitoring and evaluation

By investing in realistic simulations, GDRFA Dubai reaffirmed its commitment to turning challenges into success stories and strengthening Dubai’s position as a global leader in government communication and crisis management.