Member News

In moments of regional uncertainty, communication becomes leadership.

IN2 has worked extensively in conflict and post conflict environments, supporting organisations and institutions to communicate responsibly under pressure, therefore we would like to share some advice to firms and people in the UAE and across the Middle East, which may have not dealt with these complex and alarming issues before. 

While the context in the UAE is very different, the core principles of calm, disciplined communication remain the same, as we are witnessing from the country’s leadership.

1. Communicate early, even if you do not have all the answers.

Silence creates space for speculation. A short message acknowledging the situation, confirming you are monitoring official guidance, and outlining immediate steps builds reassurance.

2. Anchor to official sources.

Encourage staff and stakeholders to rely on verified UAE or other relevant government channels for safety updates. Discourage the sharing of unverified videos or forwarded messages from well-meaning friends and colleagues.

3. Separate facts from opinion.

In fast moving situations, misinformation spreads quickly, particularly via WhatsApp and social media. Internally, clarify what is confirmed, what is unverified, and what is speculation.

4. Show care before strategy.

Prioritise employee wellbeing and safety. Practical guidance, flexibility where appropriate, and clear escalation channels matter more than business continuity messaging in the first instance.

5. Communicate clearly with clients and partners.

• If services are disrupted, say so early and plainly. Explain what is affected, what is not affected, and what steps you are taking to manage the situation. Provide realistic timeframes rather than optimistic assumptions.
• If demand for your services increases, communicate capacity responsibly. Avoid appearing opportunistic. Focus on how you are supporting continuity, stability and client needs, and be transparent about any limitations.
• Consistency across channels is essential. Ensure that website updates, client emails and social media messaging align, and that customer facing teams are briefed with clear lines to take.

6. Monitor the information environment.

Periods of heightened tension often see an increase in disinformation, manipulated footage and recycled videos from other contexts. Organisations should monitor narratives that could affect staff confidence, reputation or operations, and correct falsehoods calmly and factually.

Internally at IN2, our Managing Director shared a message with the team focused on three principles:

• Safety first
• Use official sources only
• Stay calm and avoid amplifying unverified content

Clear, measured internal communication reduces anxiety and prevents the accidental spread of misinformation. In times like this, disciplined communication, not reactive communication, is what builds resilience.

Stay safe. Stay informed. Communicate responsibly.

IN2 would be happy to offer free advice to any BCCD members who require it. Their focus in the last 10+ years has been in conflict and former conflict areas like Syria and Iraq where we have helped hundreds of thousanfds of locals to get the truthful information they needed. Contact [email protected].