The category is founded based on a perspective that recognizes that effective communication in times of crisis is not only judged by the swiftness of dissemination but also by the ability to convey clear messages that support decision-making, minimize misinformation, and help raise community awareness while reducing the effects of crises, thereby improving the readiness of institutions and their ability to communicate with various segments of society.

A fundamental pillar

Tariq Saeed Allay, Director General of the Sharjah Government Media Bureau, affirmed that well-constructed communication is a core element in crisis management and decision-making. Its impact is not solely limited to disseminating information, but also raising public awareness, enhancing trust, reducing misinformation, and supporting institutions and societies in responding to challenges.

According to SGMB’s Director General, the success of communication strategies in crises is measured not just by response speed or immediate results, but by their responsible information management, clear messaging, and lasting impact that strengthens institutional and societal readiness for challenges.

Tariq Allay added, "In this category, we aim to showcase communication models that have provided innovative solutions and employed modern technologies, including tools powered by artificial intelligence. These advancements aim to boost communication efficiency, hasten response times, and convey information to the public accurately and effectively, all in keeping with the rapid shifts occurring in the communication landscape."

A well-planned response

The category of “best communication strategy in crises” encompasses different types of crises, such as health, environmental, economic, social, or other situations that require the entity to communicate quickly, responsibly, and effectively.

This category assesses entities' professional management of public communication in crisis situations, highlighting information accuracy, message clarity, and transparency to form trust and reduce confusion. It also looks at communication practices that raise awareness of the crisis, its impacts, and how to address it, considering the needs of affected groups.

The award is accepting entries in “Best Crisis Communication Strategy” through its website (https://gca.sgmb.ae/ar) until August 31, 2026. It includes communication strategies and plans implemented during crisis management, including initiatives aimed at raising public awareness, managing the flow of information, employing media and digital platforms to deliver messages quickly and effectively, and building trust between institutions and the public.

In this year’s edition, the award includes 23 categories distributed across five main pillars: Awards for Government Agencies, International Organisations, and the Private Sector; Individual Awards; Best Innovators Competition in Smart Communication; Jury Awards; and Partner Awards, underscoring communication fields and the various practices represented.