IPB University Academic: Swift Response and Empathy Are Key to Maintaining Public Trust During a Crisis
Amid the flood of digital information and the rapid spread of issues on social media, institutions are required to have the ability to communicate during a crisis in a swift, accurate, and coordinated manner.
Dr Alfian Helmi, Director of Cooperation, Communication, and Marketing at IPB University, emphasized that crisis communication is one of the essential competencies every institution must possess in the digital age. He made these remarks at a recent Coordination Meeting on Public Relations and Protocol organized by the Ministry of Higher Education, Science, and Technology at the University of Indonesia campus in Depok.
“In this hyper-connected world, an issue can escalate into a crisis within hours or even minutes. In this increasingly interconnected world, crises can strike without warning. Therefore, organizations must be able to respond faster than the misinformation circulating,” said Dr Helmi.
According to him, the development of social media has changed the way the public consumes information while simultaneously increasing reputational risks for organizations. Information is often consumed quickly without in depth analysis. As a result, the public tends to be more reactive to emerging issues. This situation can trigger an information crisis that leads to a decline in public trust if not managed properly.
According to Dr Helmi, the biggest challenge in crisis communication today is the ability to distinguish between noise (information clutter) and signal/voice (strategic messages).
He emphasized that not all public discourse requires an excessive response. Instead, organizations need to focus on issues that impact safety, reputation, the public interest, and the institution’s sustainability.
He stated, “IPB University has a crisis management framework supported by regulations, standard operating procedures, a media monitoring system, official communication channels, and a spokesperson tasked with disseminating information centrally.”
Dr Helmi also noted that crisis management must be based on verified data and facts. Additionally, engaging stakeholders including students, the media, and relevant authorities is a crucial component in maintaining transparency and public trust.
“The primary goal of crisis communication is not to win an argument, but to build trust. The public wants to see empathy, accountability, transparency, and tangible steps toward improvement,” he said.
Furthermore, he noted that a solid reputation is built long before a crisis occurs. A robust governance system, strong media networks, and an adaptive organizational culture will serve as key assets when facing a crisis.
Therefore, Dr Helmi urged public relations practitioners and public communication managers to view every crisis as an opportunity for learning and innovation.
According to him, organizations that are able to adapt and learn from crises will be better prepared to face future challenges while maintaining public trust in the long term. (dr) (IAAS/LAN)
