Communication as a Security Tool: The UAE Response to Crisis
20.03.2026
On February 28, following the failure of the US–Iran nuclear negotiations, the situation escalated as anticipated, turning into joint US–Israeli military operations on Iranian territory.
This attack was followed by Iran’s bombardment of neighboring countries hosting American military bases, installations, and naval forces.
Among the targeted countries is also the United Arab Emirates.
Alongside military operations, a communication front is also unfolding, where information, narratives, and public perceptions become strategic resources.
Based on available information, I have attempted to analyze the nature of the internal crisis communication conducted by the UAE government and assess its short-term impact on public perception, trust, and social and economic stability.
Before moving to the core topic, it is necessary to clarify the short-term and long-term objectives pursued by state communication during crises or emergency situations.
Crisis communication (hereafter CC) strategies are considered tools that reinforce or reflect the policies pursued by the state and government during crises and recovery phases. They enable the strengthening of trust in governments and state institutions by ensuring social cohesion, preventing panic, and combating disinformation—thus minimizing or eliminating information vacuums. As a long-term objective, CC targets the preservation and reinforcement of institutional trust and legitimacy, as well as fostering a sense of control among the public.
At the same time, it is important to note that communication strategies may also have the opposite effect, both in the short and long term, as witnessed during the 2020 Nagorno-Karabakh war, the consequences of which are still felt today in terms of public solidarity and trust in the state.
Given its multi-layered, multinational composition and its positioning as an international business, financial, and tourism hub, the UAE’s crisis communication aligns with these domains.
In particular, official messages disseminated through media, social platforms, public figures, and influencers target citizens, businesses and their owners, as well as tourists. This suggests that strategic communication is used not only as a security tool but also as a mechanism for maintaining economic and social stability.
Monitoring of general messaging shows that the UAE government emphasizes a safe and secure environment, public safety, mutual care and unity, combating disinformation, and protecting infrastructure.
Observations from tourists in the UAE indicate that even amid active bombardments, there are no visible panic sentiments among the public; instead, there is calmness and trust in the government. Notably, even in the absence of bomb shelters, confidence remains that necessary information will be provided in a timely manner and that safety will be ensured by relevant authorities.
The UAE operates an integrated Public Warning System. Messages are sent via mobile networks to all connected devices in a given area—regardless of internet access or phone numbers—reaching citizens, residents, and tourists alike.
These messages serve both as warnings of potential danger and notifications of its absence, making the situation more controllable at an individual level.
Through media and various social media influencers, the following messages are conveyed to the public:
“Relevant government authorities are continuously monitoring the situation and will provide information when necessary.”
This message reinforces trust in state institutions and the narrative that the situation is under control.
“The UAE has some of the most advanced defense systems in the world, capable of protecting people and infrastructure.”
Such messages aim to create a sense of protection and safety, thereby strengthening trust and reducing panic.
“Just as external peace is important, so is internal peace; therefore, think about how what you share may affect others’ inner peace.”
A key component of strategic communication during crises is combating disinformation. The UAE’s governance system, including legally defined fines and penalties, plays an important role in this regard. UAE legislation provides for fines ranging from 100,000 to 500,000 dirhams ($27,000–$136,000), up to criminal liability for spreading disinformation.
Propaganda materials are also circulated regarding the leadership of the Emirates. These visuals convey the idea that “the UAE is so safe and the situation so controlled that even the country’s top leadership calmly visits shopping centers and dines there.” Campaigns reinforcing the image of the UAE’s ruler and crown prince, as well as military capability, include messages such as:
“Aren’t you afraid of the situation in Dubai? No, because they are protecting us.”
Such videos aim to strengthen the leaders’ image, promoting archetypal narratives of strength, courage, wisdom, and control. (Sources: https://www.instagram.com/reel/DVaqU2_gM69/, https://www.instagram.com/reel/DVZIFs3jdE0/)
To ensure an environment of security and trust, information is also disseminated about intercepted or neutralized munitions. These messages increase awareness, help reduce panic, and reinforce a controlled environment managed by authorities. They further strengthen the narrative that “the UAE has some of the most advanced defense systems in the world.”
Crisis communication planning and implementation are embedded not only at the state level but also within the service sector.
It is particularly noteworthy how messaging across different channels also serves the UAE’s broader positioning—as a safe, diverse, multinational international financial and business hub.
A widely circulated message reads:
“Burj Khalifa lit up tonight in the colors of the UAE flag, standing in solidarity with citizens and everyone who calls the UAE home.”
From this perspective, the sense of safety and appreciation among visitors was reinforced by the government’s decision to fully cover accommodation and food expenses for those unable to leave the country due to the crisis.
A short-term analysis of available information in the context of UAE territory being bombarded amid developments around Iran suggests that crisis communication in the UAE is a key component of its security policy. Strategic communication systems are implemented both in the public and private sectors, guided by clearly defined objectives and principles that support the country’s strategic priorities: ensuring a safe and secure environment for individuals and businesses.
Legislative regulations, integrated rapid information systems, targeted messaging, and zero tolerance toward disinformation allow the government to control not only the situation but also public sentiment, avoiding panic.
It should also be noted that the effectiveness of strategic communication—particularly crisis communication—is reinforced by the UAE’s socio-cultural and legal context.
The UAE’s experience demonstrates that in modern crises, the struggle unfolds not only on the battlefield but also in the information space, where trust and a sense of control can be just as important as military capabilities, functioning in a complementary manner.
It is important to clarify that crisis communication strategies vary depending on different levels of security.
Kristine Asatryan
Strategic Communications Specialist