Sharing Insights with PR Practitioners, IPB University Academic Highlights Four Fatal Mistakes in Crisis Communication

In today’s fast paced digital age, a minor issue can easily escalate into a reputational crisis if not handled properly. Universities are required to be not only responsive but also meticulous in managing the flow of information to maintain public trust and institutional credibility. 

At the Forum on Policy and Technical Guidance for Crisis Management in Higher Education in the Digital Age, IPB University’s Director of Cooperation, Communication, and Marketing, Dr Alfian Helmi, outlined four critical mistakes that higher education institutions must avoid in crisis communication. 

“First, do not allow an information vacuum,” said Dr Helmi while sharing his insights and experiences with public relations practitioners from universities across Indonesia on Wednesday (6/22) in Jakarta. 

He explained that the lack of official information actually creates room for rumors, speculation, and uncontrolled narratives. 

Second, don’t delay in providing context. Delays in explaining the context are very dangerous because they can trigger misinterpretations and amplify public panic.

“Next, convey information in stages. Don’t wait until you have all the information to hold a press conference. Don’t stay silent for too long. Provide brief, regular updates even while the response process is still ongoing,” said Dr Helmi.

Finally, he emphasized the importance of maintaining consistency in information across all levels of the organization. “Don’t convey conflicting messages. Discrepancies in information between leadership, staff, the media, and the public can damage the organization’s credibility,” he stressed.

At the end of the session, Dr Helmi advised, “Crises will always exist. However, a reputation is never destroyed by a crisis. We must use crises to strengthen our reputation, and public relations professionals are the frontline defenders who work to continuously speak the truth.” (IAAS/STD)