Strategic communication and its impact on crisis management in the United Arab Emirates: a study of the covid-19 crisis as a model

Strategic communication is the lifeblood of any government agency, playing a crucial role in the decision-making process. It significantly contributes to crisis prevention, mitigating risks and threats, and minimizing losses should a crisis occur. Researchers have recognized the impact of strategic communication on managing the COVID-19 crisis. A review of existing studies revealed a lack of qualitative research providing an in-depth exploration of the UAE’s practical experience in strategic communication during the COVID-19 pandemic. Most studies focus on quantitative analysis or general studies without delving into the mechanisms of perception and field experiences that could provide a deeper understanding of the subject. This study addresses this gap by conducting in-depth interviews with leaders and department heads of the National Disaster Management Authority, thereby bridging the gap between theoretical frameworks of crisis communication and the practical implementation of communication strategies within the Emirati context. This study aimed to examine the impact of strategic communication on managing the COVID-19 crisis in the United Arab Emirates (UAE), focusing on techniques employed, their effects on health, society, and the environment, and the challenges faced by communication strategies during the pandemic. In-depth interviews were conducted with 40 managers, leaders, and department heads at the National Disaster Management Authority (NDMA). Content and thematic analysis were employed to address the research questions and explore the dynamics of strategic communication during the UAE’s COVID-19 crisis management. The qualitative findings produced a detailed model illustrating how NDMA leaders and managers applied strategic communication effectively during the crisis. Furthermore, the study concludes that strategic communication in the UAE during the COVID-19 crisis represented an integrated model combining scientific planning, sound government leadership, multichannel communication tools, and effective information management, reinforced by proactive measures and continuous media monitoring