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The current study is considered one of the pioneer studies in the public relations' field in the UAE which aims to investigate how public relations practitioners are using social media tools in crisis. It also explores public relations practitioners' perceptions and attitudes towards using social media during crisis. A random sample of 160 PR practitioners was selected from different public and private organizations in the UAE. The results indicated that PR practitioners are active and heavy social media users in their organizations during crisis. Furthermore, the study confirmed that the most commonly used communication strategies were compensation, corrective action and justification. Additionally, the study suggested that the organization's websites and Twitter were the most effective social media tools used during a crisis.<\/p>","DOI":"10.4018\/ijom.2017100102","type":"journal-article","created":{"date-parts":[[2017,8,28]],"date-time":"2017-08-28T10:43:07Z","timestamp":1503916987000},"page":"21-38","source":"Crossref","is-referenced-by-count":1,"title":["The Effects of Utilizing Social Media Tools During Crisis from Public Relations Practitioners' Views in the UAE"],"prefix":"10.4018","volume":"7","author":[{"given":"Hamza Saad","family":"Mohamed","sequence":"first","affiliation":[{"name":"Minia University, Minya, Egypt & Faculty of Humanities and Social Sciences, Zayed University, Dubai, UAE"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJOM.2017100102-0","doi-asserted-by":"publisher","DOI":"10.1002\/9781444314885.ch4"},{"issue":"2","key":"IJOM.2017100102-1","first-page":"3","article-title":"Use of Social Media in the United Arab Emirates: An Initial Study.","volume":"1","author":"B.Al Jenaibi","year":"2012","journal-title":"Global Media Journal"},{"key":"IJOM.2017100102-2","doi-asserted-by":"publisher","DOI":"10.1177\/1461444813518391"},{"key":"IJOM.2017100102-3","doi-asserted-by":"publisher","DOI":"10.1016\/j.pubrev.2004.05.002"},{"key":"IJOM.2017100102-4","doi-asserted-by":"publisher","DOI":"10.1016\/j.pubrev.2011.11.002"},{"key":"IJOM.2017100102-5","article-title":"Strategy, planning and scheduling","author":"J.Allert","year":"2000","journal-title":"Public relations: Theory and practice. 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