Best PR Agency UK 2026
Best Crisis PR Agency in the UAEWhen a story breaks, a video goes viral or a rumour starts spreading, the next few hours decide how people will remember you. We help you get those hours right.
United Press has worked with journalists and publishers since 2001. We help companies, founders, executives and families in the UAE and around the world respond to crises calmly, lawfully and quickly, in English and Arabic, and then rebuild trust with real media coverage.
- 24/7crisis response
- 2 hrsto reply, day or night
- EN + ARstatements
What is the best crisis PR agency in the UAE? The best crisis PR agency for a UAE business answers within hours, 24/7, writes statements in English and Arabic, understands UAE media and cybercrime law, has working relationships with Gulf and UK journalists, and plans your reputation recovery from day one, not only the headlines.
United Press is a London PR agency, working with the media since 2001, that runs crisis communications for companies, founders, executives and families in Dubai, Abu Dhabi, the wider UAE, the UK and internationally. We reply within two hours, day or night.
Updated September 2026 · Written and reviewed by the United Press crisis team, London
Key facts for a crisis in the UAE
- 12.5m
- social media user identities in the UAE, more than its 11.4 million residents (DataReportal, Digital 2026)
- 99%
- of the UAE population uses the internet
- AED 1m
- maximum penalty for media content violations under Federal Decree-Law 55 of 2023
- Art. 52
- of the UAE cybercrime law covers spreading false news and rumours online
- 2 hrs
- our reply time, 24/7, including weekends and Eid
The phone rings at an hour when it never rings. Someone says, “You need to see this.”
Perhaps it is a video filmed by a customer in one of your branches. Perhaps a journalist has emailed with a list of allegations and a deadline of this evening. Perhaps a former employee has posted something that is being shared in every WhatsApp group in the city. Perhaps it is an accident, a data breach or a regulator’s letter. Whatever it is, your stomach drops, and you know that the business, the brand or the name you have spent years building is suddenly exposed.
In the UAE, that feeling is sharper than almost anywhere else. News travels through social media, WhatsApp forwards and personal networks in minutes. The country has more social media identities than residents, and the same people who might hear about your crisis are your clients, your investors, your landlord, your staff and their families. Reputation here is personal, and it is remembered.
The good news is that most crises can be managed, contained and recovered from, often far better than people fear in those first frightening hours. What makes the difference is not luck. It is preparation, speed, honesty, cultural understanding and a clear head. That is exactly what a good crisis PR agency brings to the room when you need it most.
This guide explains how the best crisis PR agencies in the UAE work in 2026, what you should and should not say, the local laws that shape every statement, how to speak to each audience, how to handle the first 72 hours and how to rebuild your reputation afterwards. If you are in a crisis right now, go straight to the form at the bottom of the page and tell us what is happening. We reply within two hours, 24/7.
- Do not post anything yet. A rushed reply is the most common way a crisis gets worse.
- Get the facts. What happened, when, who is affected and what is confirmed.
- Protect people first. Safety, customers and staff come before the brand.
- Save the evidence. Screenshots, links, emails and records, before anything changes.
- Choose one spokesperson. Everyone else says nothing publicly.
- Call for help early. The first hours matter more than the next weeks.
What people need from a top crisis PR agency in the UAE, and how we deliver it
We have taken many first calls from people in the middle of a crisis. The words differ, but what people ask for is almost always the same. These are the eight things our clients say they need most, and what we do about each one.
The best crisis response starts with four questions
Before any statement is written, we work through four questions with you. They take minutes, and they prevent most of the mistakes that turn a manageable incident into a lasting crisis.
What do we actually know?
Separate confirmed facts from assumptions, rumours and what people are saying online. Only confirmed facts go into a statement.
If key facts are still unknown, say so honestly and say when you will update.
Who is affected, and how?
Customers, patients, guests, staff, residents, partners or the public. Their safety and wellbeing come first, and every message must show that.
People forgive mistakes far more easily than indifference.
What are we allowed to say?
UAE law is strict on false information, privacy and statements that could prejudice investigations. Regulators, insurers and lawyers may need to be involved.
A statement that breaks the law creates a second crisis.
Where is the story, and where is it heading?
Is it on TikTok, Instagram, X, WhatsApp, a news site or still private? Where it lives decides where and how you respond.
Responding everywhere at once can spread the story further.
How serious is it? Check your crisis level
Tick every statement that is true right now. The checker gives a simple guide to how urgently you need to act. It is private: nothing you tick is saved or sent anywhere.
Nothing ticked yet
Tick any statements that apply. If you are unsure, it is always better to speak to someone early.
The top crisis types we manage in Dubai and Abu Dhabi
Every crisis is different, but most fall into a handful of patterns. Recognising the pattern early tells us which audiences matter most, which rules apply and what a good outcome looks like.
Viral videos and social media storms
A customer films an incident, an employee posts a complaint or a clip is taken out of context. Speed and tone decide whether it fades or grows.
Negative press and investigations
A journalist in the UAE, the UK or elsewhere is preparing a story with allegations. The quality of your response before publication shapes the article.
Safety incidents and accidents
Construction, hospitality, aviation, healthcare and events all carry risk. People come first, and authorities often lead public communication.
Data breaches and cyber attacks
Customer data is exposed or systems are locked. Regulators may need to be notified, and customers need clear, honest guidance quickly.
Leadership allegations
Claims about the conduct of a founder, executive or board member. These need careful coordination between PR, legal and governance.
Product and service failures
Recalls, contamination, outages, cancelled flights or failed deliveries that affect many customers at once.
Rumours and false information
False claims spread through WhatsApp and social media. UAE law treats rumours seriously, and a calm, factual correction is often the fastest cure.
Employee and workplace issues
Disputes, redundancies, salary complaints or workplace incidents that reach social media or the press.
Regulatory and legal action
Fines, licence issues, court cases or investigations involving UAE, free zone or international authorities.
Top crisis communications services for UAE companies, from first hour to full recovery
Whether you need emergency help tonight or want to be ready before anything happens, these are the crisis PR services we provide in Dubai, Abu Dhabi, across the UAE and internationally.
Rapid response
24/7 crisis line, first-hour plan and holding statements in English and Arabic.
Crisis communications strategy
Key messages, audiences, timing and channels, agreed with leadership and legal.
Media handling
Managing enquiries, interviews and corrections with UAE, Gulf and UK media.
Social media crisis management
Social listening, platform responses, community updates and content reports.
Issues management
Handling problems early, before they become public crises.
Spokesperson and media training
Preparing leaders for interviews, press conferences and hostile questions.
Stakeholder relations
Messages for staff, customers, partners, investors, regulators and family shareholders.
Crisis simulation
Realistic practice scenarios that test your team and your plan.
Crisis readiness audit
A review of your risks, your plan, your spokespeople and your approval process.
Executive reputation
Confidential support for founders, executives and public figures facing allegations.
Search and AI recovery
Repairing Google results and AI answers with accurate, authoritative sources.
Reputation recovery coverage
Genuine interviews and features in top UAE, Middle East and UK publications.
Emergency crisis response
For a story, video, allegation or incident that is breaking now.
- Reply within two hours, 24/7
- First-hour plan and holding statement
- English and Arabic statements
- Media and social media handling
- Daily updates until it is stable
Crisis readiness
For companies that want to be prepared, not surprised.
- Risk map for your business
- Crisis plan and approval process
- Draft statements for your main risks
- Spokesperson media training
- Crisis simulation with leadership
Reputation recovery
For companies and people rebuilding trust after a crisis.
- Search and AI answer review
- Genuine coverage in top publications
- Updates to inaccurate articles
- Leadership thought pieces
- Monthly tracking of what people see
The top platforms where UAE crises break, and how to respond on each
The UAE is one of the most connected countries in the world. DataReportal’s Digital 2026 report puts internet use at 99 percent of an 11.4 million population, with 12.5 million social media user identities, more than the number of residents. These are the platform audiences it reports, and how crisis response differs on each.
| Platform | Reported UAE ad reach | How crises look here | Best first response |
|---|---|---|---|
| TikTok | 12.5m | Short videos filmed by customers or staff, stitched and duetted within hours. | A calm, human reply and a pinned update. A short video from a real leader often works better than text. |
| 10.0m | Former employees, partners and industry voices questioning leadership or culture. | A measured statement from leadership, and a clear message for staff to share if they wish. | |
| 9.70m | Community groups, reviews and long comment threads, often in several languages. | Direct replies to affected customers and an update on your page. Move personal cases to private messages. | |
| YouTube | 8.37m | Longer videos, reviews and commentary that rank in Google for years. | Factual corrections where needed, and your own explainer video if the issue is complex. |
| 8.05m | Stories, reels and influencer posts that reach lifestyle and consumer audiences quickly. | A story update with the facts, a pinned post if needed, and direct contact with any influencer involved. | |
| Snapchat | 5.13m | Fast, private sharing among younger audiences, often invisible until it spills elsewhere. | Monitor through your community, and make sure your public statement is easy to find and share. |
| X | 2.85m | Journalists, commentators and officials discussing the story in real time. | Short factual updates, no arguments, and links to your full statement. |
| Not reported as ad reach | Forwarded messages, voice notes and screenshots moving through private groups. | A short, shareable statement that staff, partners and customers can forward with confidence. |
Figures are advertising audience estimates from DataReportal Digital 2026 for the UAE. Advertising reach can exceed the population because it counts accounts rather than unique people.
Crisis communications in the UAE: the top rules to know
Crisis PR in the UAE is not the same as crisis PR in London or New York. The principles of honesty, speed and empathy are universal, but the legal and cultural framework is different, and a statement that would be normal elsewhere can create real problems here.
The country has clear laws on false information, rumours, privacy and insult, and a national media framework with content standards that apply to companies and individuals who publish content. Getting this right protects you twice: it keeps your response lawful, and it keeps attention on how well you are handling the problem rather than on what you said.
A common trap
In a crisis, companies are tempted to name the employee responsible, share CCTV footage or publicly accuse a critic of lying. In the UAE each of those can raise legal issues around privacy, defamation or insult. Always take advice before publishing anything that identifies an individual.
False news and rumours
Article 52 of Federal Decree-Law 34 of 2021 covers spreading false news and rumours online. Statements must be accurate, and unconfirmed details should be clearly described as such.
Media content standards
The media law, Federal Decree-Law 55 of 2023, sets content standards that include avoiding false news, rumours and misleading information and respecting privacy. Penalties for violations range from AED 5,000 to AED 1,000,000.
Privacy
Article 44 of the cybercrime law protects private and family life, photographs and personal information, even when the information is true. This matters for CCTV, staff details and customer information.
Insult and defamation
Article 43 of the cybercrime law and the Penal Code cover insult and defamation. Attacking critics, former staff or competitors in public can create legal exposure.
Data protection
A data breach may need to be reported to the relevant regulator, such as the UAE Data Office under the federal data protection law, or the DIFC or ADGM data protection authorities for companies in those free zones.
The media regulator
Since December 2025 the National Media Authority has overseen the UAE media sector, taking over the roles previously held by the UAE Media Council, the National Media Office and WAM.
General information, not legal advice. We are a PR firm and work alongside qualified UAE and UK lawyers in every crisis where legal issues arise.
What the best holding statement looks like
A holding statement is the first thing you say publicly while the facts are still being established. It buys you time without looking evasive. Here is the difference between a statement that calms a situation and one that inflames it.
“We are aware of false claims circulating online. The individual in the video was not following our procedures and has been dealt with. We will take legal action against anyone spreading lies about our company.”
- Calls the claims false before the facts are known
- Blames and identifies an individual publicly
- Threatens the public, which invites a backlash
- Shows no concern for anyone affected
“We are aware of an incident at our Dubai branch this afternoon and we are deeply sorry for the distress it has caused. The safety and wellbeing of our customers and team come first. We are working to establish exactly what happened and will share an update by 6pm today.”
- Acknowledges the situation quickly
- Shows genuine concern for people
- Promises action and a clear time for the next update
- Says nothing that may later prove wrong
In the UAE we usually prepare every holding statement in both English and Arabic at the same time, with the Arabic written by a native speaker rather than translated word for word. Tone, formality and phrases of respect matter, and a clumsy translation can undo a good statement.
Facing the media under pressure
If a journalist calls or a television crew arrives, the same rules apply. Ask for the questions and the deadline, and promise to come back within a set time. Never speculate, never speak off the record unless you truly understand the risks, and never repeat a damaging phrase in order to deny it, because that phrase becomes the headline.
Prepare three clear messages you want people to remember, practise answering the hardest question you could be asked, and keep your answers short. In the UAE, a respectful, composed tone matters as much as the words themselves. Our team prepares spokespeople for interviews with UAE, Gulf and UK media, often within hours of a crisis breaking.
Top audiences to brief in a UAE crisis, and in which language
The UAE is home to people from around 200 nationalities. In a crisis the same facts need to reach very different audiences, in the right order, through the right channel and in a language they read comfortably.
| Audience | Why they matter | Best channel | Languages to consider |
|---|---|---|---|
| Authorities and regulators | They may need to be informed first, and some may lead communication about incidents. | Direct contact through the proper channel | Arabic, English |
| Employees | Staff should never learn about a crisis from social media. They are also your most trusted messengers. | Managers, internal messages, briefings | English, Arabic, Hindi, Urdu, Tagalog, Malayalam and others |
| Customers and patients | They want to know if they are affected and what to do. | Direct email, SMS, website notice, social media | English, Arabic |
| Family shareholders and board | In family-owned groups, the family’s voice and unity are central to trust. | Private briefing by leadership | As preferred by the family |
| Partners and investors | They will be asked about you, and need confidence that you are in control. | Personal calls and written updates | English, Arabic |
| Media | Journalists will report with or without your view. Clear, accurate information shapes the story. | Statement, spokesperson, briefings | English, Arabic, plus UK media if relevant |
| Online communities | Where rumours start and where recovery shows first. | Your own social channels and pinned updates | Match the language of the conversation |
The best 72-hour crisis response plan for UAE companies
These are the stages we work through with clients. The timings are a guide, because real crises rarely follow a schedule, but the order matters: facts before statements, people before brand, and recovery planned from day one.
- HOUR 0–6
Contain, confirm and hold
Establish the facts with leadership, protect anyone at risk, save evidence and agree one spokesperson. Approve a short holding statement in English and Arabic, brief staff before they hear it elsewhere and pause scheduled marketing posts that could look insensitive.
- HOUR 6–24
Inform the people who matter most
Contact regulators, partners and key customers directly. Answer media enquiries with accurate information, monitor social media and WhatsApp for rumours, and correct false information calmly with facts rather than argument.
- HOUR 24–72
Update and take visible action
Publish a fuller update when facts are confirmed, explain what you are doing to put things right and, where appropriate, apologise sincerely. Visible action, such as a review, a fix or support for those affected, speaks louder than any statement.
- DAY 4–14
Stabilise the story
Keep updates regular and consistent until interest fades. Respond to reviews and comments with care, brief your team on what to say to clients and prepare leadership for follow-up interviews.
- MONTH 1–3
Rebuild trust with real coverage
Share the changes you have made through genuine interviews and features in respected publications, so the story of your response and improvement becomes what people read next.
- MONTH 3+
Repair search results and learn
Monitor Google and AI answers for your name, strengthen accurate pages, remove content that breaks rules or law, and turn the lessons into a crisis plan so you are ready next time.
When a crisis hits during key moments in the UAE calendar
The same statement can land very differently depending on when it is published. We plan tone and timing around the moments that matter to people in the Emirates.
Respect and restraint
Tone should be especially respectful and humble. Celebratory or promotional content should be paused, and timings adjusted to shorter working hours and evening routines.
Reduced teams, fast news
Many people are travelling or with family, but social media stays busy. Make sure a decision-maker and your agency are reachable throughout.
A time of national pride
Around late November and 2 December, content that seems insensitive to national sentiment will be judged harshly. Check every scheduled post.
Monday to Friday
Most of the private sector now works Monday to Friday, with shorter Friday hours in government. News breaking late on a Friday can run unchecked all weekend without a plan.
What the best UAE crisis plan should include
The companies that handle crises best are rarely the ones with the thickest manual. They are the ones who have decided the important things in advance: who is in charge, who speaks, how quickly they will respond and what they will never do. When the moment comes, they are executing a plan instead of inventing one.
A good UAE crisis plan is short enough to use under pressure and specific to your business, your risks and your audiences. It should be tested at least once a year with a realistic scenario, updated when your leadership or operations change, and stored where the people who need it can reach it at 3am on a public holiday.
We build and test crisis plans for companies across the Emirates and the UK, and we can run a practice scenario with your leadership team so the first time they face a crisis together is not the real one.
- A risk map of the ten most likely crises for your business
- A decision team with names, deputies and 24/7 contact details
- Trained spokespeople in English and Arabic
- Draft holding statements for your main risks, ready to adapt
- An approval process that takes minutes, not days
- Stakeholder lists for regulators, partners, staff and media
- Monitoring for social media, news, reviews and AI answers
- Legal and insurance contacts who can be reached at any hour
- A dark website page ready to publish updates quickly
- A recovery plan for search results and media coverage
The top way to recover after a crisis: earn the next headline
A crisis ends in the news long before it ends in search results. Months later, clients, investors and job candidates who search your name may still find the old headlines first, along with forum threads, reviews and AI summaries that repeat them. Recovery means changing what people find.
The strongest way to do that is with genuine editorial coverage in publications that Google and AI tools already trust. Interviews about what you learned, features on the changes you made, expert commentary from your leadership and news about your progress all give people a more complete and current picture.
We combine that coverage with the other recovery tools on our site: reputation management in the UAE, removing or updating negative news articles, online defamation removal where false claims were made, and Google review removal for reviews that break Google’s policies.
Recovery is rarely instant. Most clients see a clear change in search results within two to three months of steady, genuine coverage, and a stronger, more stable picture after six months. What matters most is consistency: regular, credible news about what you are doing now, from leadership that is visible, accountable and focused on the people it serves. Over time, the crisis becomes one chapter in a longer and better story.
- Trust: Google and AI tools give more weight to established publications with strong authority.
- Relevance: the right audience matters more than the biggest name. A trade title your clients read can do more than a lifestyle site.
- Language: Arabic-language coverage reaches audiences that English titles miss.
- Geography: if your investors or customers are in Britain, UK coverage matters as much as Gulf media.
- Honesty: every placement is genuine editorial coverage, named to you in writing before anything starts.
Top UAE, Middle East and UK publications for crisis recovery
Different crises need different audiences. These are the publications we most often recommend for recovery coverage, grouped by the kind of crisis they help with. Domain Authority (DA) and Domain Rating (DR) are as listed by Ascend.
Investors, boards and business partners
- Entrepreneur Middle EastDA 92 · DR 91
- Gulf NewsDA 90 · DR 85
- Arabian BusinessDA 85 · DR 80
- MENAFNDA 79 · DR 78
- Gulf BusinessDA 77 · DR 76
- CEO Middle EastDA 23 · DR 49
Customers, guests and shoppers
- Rolling Stone Middle EastDA 92 · DR 90
- What’s On Middle EastDA 74 · DR 70
- Grazia Middle EastDA 71 · DR 75
- Harper’s Bazaar ArabiaDA 66 · DR 74
- Emirates Woman & ManDA 62 · DR 70
- Cosmopolitan Middle EastDA 57 · DR 70
Travellers and tourism partners
- Business Traveller Middle EastDA 76 · DR 76
- Gulf TimesDA 74 · DR 75
- Dubai WeeklyDA 59 · DR 71
- Abu Dhabi ChronicleDA 55 · DR 60
- Eye of DubaiDA 32 · DR 43
Clients, contractors and regulators
- Trade ArabiaDA 70 · DR 72
- Gulf ConstructionDA 37 · DR 55
- Design Middle EastDA 30 · DR 56
- Gulf Industry OnlineDA 29 · DR 42
Patients, founders and industry peers
- Campaign Middle EastDA 47 · DR 72
- Arabian StartupDA 44 · DR 49
- Health Magazine UAEDA 33 · DR 52
- Entrepreneur Al Arabiya (Arabic)DA 31 · DR 46
UK investors, customers and media
- Business InsiderDA 94 · DR 92
- Yahoo FinanceDA 93 · DR 94
- Evening StandardDA 93 · DR 89
- IB Times UKDA 90 · DR 82
- London Loves BusinessDA 59 · DR 72
Some publications offer followed links and others do not, and we explain which before you decide. See the full lists on get published in UAE media and get published in Middle East media.
Ten mistakes that turn an incident into a lasting crisis
In almost every crisis we are asked to help with, at least one of these has already happened. Each is understandable in the moment, and each makes recovery harder.
Saying “no comment”
Silence is read as guilt, and the story is written without you.
Deleting posts and comments
People screenshot everything. Deleting looks like a cover-up and becomes a second story.
Guessing at facts
Early statements that later prove wrong destroy credibility and may raise legal issues.
Blaming a junior employee
Publicly naming or blaming staff looks like avoiding responsibility and can breach privacy law.
Threatening critics
Legal threats against customers or commentators usually spread faster than the original complaint.
Arguing online
Every reply keeps the post active and pushes it to more people.
Forgetting your own staff
Employees who learn from social media feel betrayed, and their reactions become part of the story.
Letting marketing run on autopilot
A cheerful scheduled post in the middle of a crisis can go viral for all the wrong reasons.
Too many spokespeople
Different people saying different things creates confusion and new headlines.
Stopping when the news stops
The story lives on in Google, AI answers and reviews unless recovery is planned.
A crisis that crosses borders needs a team in both worlds
Many of the crises we handle do not stay in one country. A Dubai company with UK investors, a British brand with a Gulf franchise, or a founder who lives between London and Abu Dhabi can find a story moving from Gulf media to the UK press, or the other way round, within a day.
United Press is based in Brook’s Mews, off Bond Street in London, and has worked with UK journalists since 2001. That means we can speak to the British press and Gulf media in the same crisis with one consistent message, and advise on how UK and UAE rules differ, for example on defamation, privacy and what the media can report.
If your crisis is centred in Britain, see our crisis PR agency in the UK. For clients across Asia, we also run crisis PR in Singapore.
| What differs | UAE | UK |
|---|---|---|
| Defamation | Criminal and civil | Civil, with a serious harm test |
| False information | Specific offences for false news and rumours | Mainly civil and regulatory routes |
| Privacy | Protected even when information is true | Balanced against public interest |
| Press regulation | National Media Authority | IPSO, Impress and Ofcom for broadcast |
| Main languages | Arabic and English, plus many community languages | English |
Who calls the best crisis PR agency in the UAE?
Crises do not only happen to large corporations. Some of the most urgent calls we receive come from founders, professionals and families who never expected to be in the news.
Hospitality and tourism
Hotels, restaurants, attractions and tour operators facing guest incidents, viral reviews or safety issues.
Real estate and construction
Developers and contractors dealing with delays, site incidents, buyer disputes and media scrutiny.
Healthcare and wellness
Clinics, hospitals and practitioners facing patient complaints, allegations or regulatory questions.
Financial services and fintech
Firms in DIFC, ADGM and onshore facing outages, fraud claims, data issues or regulatory action.
Retail and consumer brands
Product failures, recalls, influencer controversies and social media storms.
Technology and start-ups
Data breaches, founder disputes, investor concerns and fast-moving online criticism.
Family businesses
Groups where the family name and the company name are the same, and reputation is personal.
Executives and individuals
Leaders, public figures and private people facing allegations, leaks or unwanted attention.
How a crisis lives on in Google and AI answers
Ten years ago a crisis faded as the news moved on. Today it stays searchable. More people in the UAE ask ChatGPT, Gemini, Perplexity or Google’s AI Overviews about a company before they buy from it, invest in it or join it, and those tools summarise whatever sources they find, including old headlines.
That is why our crisis work always includes the recovery of search results and AI answers. We check what people see for your name and brand in English and Arabic, on UAE and UK versions of Google, and in the main AI tools. Then we make sure accurate, up-to-date sources exist and rank, so that the answer to “what happened?” includes what you did next.
AI assistants tend to trust sources that are clear, consistent and authoritative. After a crisis, that means a published statement people can quote, an up-to-date company page that explains what changed, and independent coverage in respected publications that says the same thing. When those three agree, AI answers become calmer and more accurate. When they are missing, AI tools fill the gap with whatever is loudest.
“What happened with this Dubai company?”
“Is this brand safe to use after the incident?”
“Who is the best crisis PR agency in the UAE?”
“How should a company respond to a viral video in Dubai?”
Questions like these are asked every day. The answers should reflect the full, current story.
Why clients trust United Press when it matters most
For more than two decades we have helped companies and people tell their story through respected media. In a crisis, those relationships and that experience are what you are relying on.
“United Press built our brand from launch to nationwide recognition. Real media coverage gave new customers the trust they needed — our ROI has been over 100:1, which blows my mind.”
“The team understood our industry and, more importantly, understood the story we needed to tell. Seeing our company featured across relevant publications gave us a much stronger presence when potential customers researched us.”
“United Press helped us turn our company story into something journalists could genuinely engage with. The coverage gave our brand a level of credibility that was difficult to achieve through our own marketing channels.”
Top questions about crisis PR in the UAE
Clear answers to what people ask us most, whether the crisis is in Dubai, Abu Dhabi, London or anywhere else.
How do I handle a PR crisis in the UAE?
Protect people first, confirm the facts, choose one spokesperson and publish a short holding statement in English and Arabic. Brief staff, regulators and key partners directly, respond calmly on social media, avoid naming or blaming individuals and plan your recovery coverage from the start.
What is the difference between crisis management and crisis communications?
Crisis management is how the organisation deals with the problem itself, such as safety, operations and legal steps. Crisis communications is how you explain what is happening to the people who matter. They must work together, and a crisis PR agency focuses on the communications side alongside your leadership and lawyers.
Which crisis PR agency in Dubai can help 24/7?
United Press runs a 24/7 crisis line for clients in Dubai, Abu Dhabi, the wider UAE and the UK. A senior member of the team replies within two hours, day or night.
How is crisis PR support scoped?
Most clients start with emergency response for the first days of a crisis, then move to recovery support for the following months. Companies that want to be prepared choose crisis readiness work, such as planning, media training and simulations. We agree the scope in writing before any work begins.
What does a crisis PR agency do?
A crisis PR agency helps you respond to events that threaten your reputation. That includes establishing the facts, writing statements, advising your spokesperson, handling media and social media, briefing staff and stakeholders, and rebuilding trust once the immediate crisis has passed.
Who is the best crisis PR agency in the UAE?
The best agency for you combines fast availability, experience with UAE and international media, understanding of local law and culture, the ability to work in English and Arabic, and a clear plan for recovery. We encourage you to ask any agency how they would handle the first 24 hours of your situation.
How quickly can you respond?
Our crisis line is open 24/7 and we reply within two hours, day or night, including weekends and public holidays.
What should we do in the first hour of a crisis?
Protect anyone at risk, establish the facts, save evidence, choose one spokesperson, pause scheduled marketing and avoid posting anything until a holding statement has been agreed. Then get experienced help.
What is a holding statement?
A short first statement that acknowledges the situation, shows concern for those affected, explains that you are establishing the facts and says when you will update. It buys time without looking evasive.
Should we say “no comment”?
Almost never. It is widely read as an admission and leaves the story to others. Even when you cannot share details, you can acknowledge the situation and explain what you are doing.
Should we apologise?
When you are at fault, a sincere, specific apology is usually one of the most powerful things you can do. Where responsibility is unclear, you can express genuine concern and regret for what people have experienced without admitting liability. Take legal advice on the wording.
Do statements need to be in Arabic as well as English?
In most UAE crises, yes. Many audiences, authorities and media expect Arabic, and it shows respect. We prepare both at the same time, with the Arabic written by native speakers.
What UAE laws affect crisis communications?
Key laws include the cybercrime law, Federal Decree-Law 34 of 2021, which covers false news, rumours, privacy and insult, the media law, Federal Decree-Law 55 of 2023, which sets content standards, and data protection laws for breaches. We work with qualified lawyers where these apply.
Can we share CCTV footage to defend ourselves?
Be very careful. Publishing footage or personal information about identifiable people can raise privacy issues under UAE law, even when it supports your version of events. Take legal advice before sharing anything that identifies individuals.
How do we handle false rumours about our company?
Respond with calm, clear facts through your own channels and trusted media, brief staff so they can answer questions, and avoid insulting or accusing the people spreading them. Where rumours are clearly unlawful, a lawyer can advise on further steps.
How do we respond to a viral video?
Establish what happened quickly, acknowledge it publicly in a measured way, show concern for anyone affected and explain what you are doing. Avoid arguing in the comments and never delete the discussion.
What if a journalist gives us a short deadline?
Respond before the deadline, even if only with a short statement. Ask for the specific questions in writing, correct factual errors clearly and politely, and never ignore the request. Contact us immediately so we can help.
What about a data breach?
Contain the breach, understand what data was affected and check your notification duties with the relevant regulator. Tell affected customers clearly what happened and what they should do. Honest, early communication protects trust.
How do we speak to employees during a crisis?
Tell them early, before they read about it, in languages they understand. Explain what happened, what the company is doing, what they should say if asked and who to contact with questions.
Who should be our spokesperson?
Usually a senior leader who is calm, credible and well briefed. For serious incidents, the CEO or founder often needs to be visible. We provide media training and support before every interview.
How long does a crisis last?
The intense news phase often lasts days rather than weeks. The effect on search results, AI answers and trust can last much longer unless recovery is planned, which is why we build recovery into every response.
Can negative coverage be removed after a crisis?
Some can be corrected, updated or removed, especially if it is inaccurate or out of date. Accurate reporting usually stays, but it can be outranked by newer, authoritative coverage. See our guide to removing negative news articles in the UAE.
How do you rebuild a reputation after a crisis?
Through visible action, consistent communication and genuine editorial coverage of the changes you have made, in publications people and search engines trust. Over time, that becomes the story people find.
Do you work with our lawyers?
Yes. We work alongside your legal team or introduce qualified UAE and UK lawyers, so that every statement is both effective and legally sound.
Do you handle crises for individuals?
Yes. We help executives, founders, professionals, public figures and private individuals facing allegations, leaks, viral posts or media attention, always in strict confidence.
Can you help if the crisis is in the UK as well as the UAE?
Yes. We are based in London and work with UK media every day, so we can coordinate one consistent response across both countries.
How do we prepare before a crisis happens?
Identify your main risks, agree who decides and who speaks, prepare draft holding statements in English and Arabic, set up monitoring and run a practice scenario with your leadership team.
Should we respond on every platform?
Not always. Respond where the conversation is happening and where your audiences are. Posting everywhere can spread the story to people who had not seen it.
Does timing matter during Ramadan or national holidays?
Yes. Tone should be especially respectful during Ramadan, scheduled promotional content should be reviewed, and a decision-maker must stay reachable over Eid and public holidays.
Is everything confidential?
Yes. Every conversation is confidential from the first message, and we only share information with lawyers or others when you agree.
Do you use fake reviews or fake accounts to fight back?
Never. Fake content breaks platform rules, can breach the law and usually becomes a second scandal. We use honest communication and genuine coverage.
What happens when we contact you?
A senior member of the team replies within two hours, listens to what is happening, and gives you immediate advice on what to do and what not to do. A written plan follows as quickly as the situation needs.
Why choose United Press as your crisis PR agency?
Over two decades of media relationships, a London base with deep UK media experience, understanding of UAE law and culture, English and Arabic statements, and a focus on recovery that continues long after the headlines stop.
How do we get started?
Fill in the short form below, or tell us briefly what is happening. If it is urgent, say so and we will reply within two hours, 24/7.
This moment will pass. How you handled it will be remembered.
Right now it may feel as though everything you have built is at risk. It is not. Companies and people recover from crises every day, and many come out stronger, more trusted and more respected than before, because of how they responded when it mattered.
Think of your team, your customers and your family. They are not looking for perfection. They are looking for honesty, care and leadership. With the right support, you can give them all three, and turn the hardest week of your year into proof of the kind of company or person you really are.
Imagine looking back on this in a year and knowing you handled it well.
Tell us what is happening on the short form. A senior member of our team will reply within two hours, day or night, with clear advice on your next steps. Everything you share stays confidential.
United Press · Brook’s Mews, Bond Street, London · Working in PR since 2001 · Clients in the UAE and every country