In 2025, companies worldwide are estimated to have lost $10.5 trillion to cybercrime. Beyond direct theft, the damage includes downtime, stolen intellectual property, fraud, legal costs, AND long-term reputational harm.
The Middle East’s rapid economic growth has been matched by rising cyber risks. According to the UAE Cybersecurity Report 2025, 77% of incidents in 2024–2025 were classified as critical, high, or medium. Unsurprisingly, the same figures reveal that financial services were the target in over one-fifth of incidents. Criminals now use AI, deepfakes, and machine learning to execute highly targeted social engineering and phishing attacks. As the region expands, so does its exposure to digital risk—making robust preparedness no longer optional.
Cyberattacks are now an inevitability. What separates organizations that recover from those that falter is not just their technical response, but how they communicate. Poorly handled messaging can magnify harm, fuel reputational fallout, and erode the trust that sustains a business.
Earlier this summer, a well-known hospital was claimed to have had up to 450 million patient records stolen following a ransomware attack. Allegedly, the 4TB trove included Emirates ID numbers, clinical records, and financial data. Some callers were told it was merely a “system update,” but leaked internal messages revealed the truth. The reputational impact will be immense, with costs spanning forensics, legal advice, crisis communications, and the long process of restoring patient trust. Cyber insurance may offset part of the bill, but the fallout will unfold over months.
What makes such crises worse is when organizations mishandle communication – downplaying the impact, blaming others, hiding behind legal or technical jargon, leaving frontline staff unprepared, or making promises they cannot keep. Each of these missteps deepens the damage and undermines trust at the very moment it is most needed.
This is why cyber incidents are unlike “normal” crises. A fire or supply chain issue may stay contained; a cyber breach instantly spills into legal, technical, media, and customer domains, rendering communication central to containment and recovery.
Cyberattacks take many forms: ransomware, business email compromise, data breaches, DDoS attacks, or insider threats. Each carries technical complexity, but they converge on the same human question: what is happening to my data, and can I trust you?
The answer lies in preparation and discipline:
Pre-notification: Draft holding statements, FAQs, and escalation protocols before anything happens. Train front-line staff, especially customer service, to avoid being blindsided.
Active incident: Acknowledge the situation, activate the crisis team, and avoid speculation. Share only confirmed facts, in lockstep with IT, legal, and leadership.
Investigation: Be clear about what is being examined and by whom. Do not overpromise or declare victory prematurely. Monitor media and social channels to correct misinformation.
Notification: Align customer-facing employees with consistent talking points. Watch call centers, social media, and even law firms for signals. Communicate with clarity and empathy.
Post-notification: Provide regular updates, review effectiveness, and rebuild trust through tangible action, not spin.
The New Reality
Cybersecurity is no longer just an IT issue—it is a leadership and communications challenge. In a region where trust and reputation underpin commercial and governmental legitimacy, mishandling a cyber crisis can be existential.
The lesson from the hospital breach is clear: attacks will happen, but the response will be scrutinized in real-time by regulators, patients, media, and the public. In those crucial first hours, organizations must resist panic, avoid exaggeration, and speak with clarity and empathy.
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