We let the facts do the talking.

Fact or fiction

Everyone working in the Emirate of Dubai is acutely aware that despite the global recession things here over the last couple of years have been nowhere near as bad as the rest of the world. It hasn’t all been rosy, but it hasn’t been doom and gloom either.

The recent news that the Dubai’s economy is expected to grow by 4.5 percent in 2012, up from an estimated increase of more than 3 percent in 2011, has helped lift my spirits – and I hope lots of others too.

Not just because the numbers look good, but more because of the government’s stance to go on public record in announcing these figures. Supporting them with sound facts as to how the growth will be achieved and even tempering the enthusiasm with some negative news in the very obvious construction and real estate sectors – a very balanced report!

All too often good news has not been substantiated in any shape or form. Not that we don’t believe that everything is going to be fine, but there’s always some doubt when facts don’t support the claim.

It is something we cover when looking at the anatomy of a key message during our workshops.

A key message can be expressed in this simple formula:

Claim = Fact + Example


  • A claim is what you want stakeholders to believe.
  • For example: ‘Dubai’s economy is growing’


  • A fact is indisputable proof that what you claim is true. For example: “tourism numbers are up and this continues to be a major driver of the economy, contributing around 60 per cent to the emirate’s GDP.’

So there we have it. A key message from the Dubai government, presented in exemplary fashion.

Things you hear – how can you be sure if they’re fact or fiction?