Valuable Lessons in Media Crisis Management from Joint Lecture Between UEF and TAR UMT - Malaysia

In order to promote international academic exchange and collaboration, UEF’s Faculty of Public Relations and Communication partnered with Tunku Abdul Rahman University of Management and Technology (TAR UMT), Malaysia, to host a joint lecture on the afternoon of September 20. 

Students from both universities had the opportunity to present and discuss the topic of “Crisis Management” as part of the Public Relations module, co-lectured by Ms. Nguyen Thi Thuy Ngan.

Accompanying this special class were Dr. Dang Anh Luc, Deputy Dean of the Faculty of Public Relations and Communication; Ms. Pham Hoang Minh Ngoc, representative from the International Institute; and other members from the Faculty of Public Relations and Communication.

From TAR UMT, attendees included Dr. Syamsul Zahri Subir, Deputy Dean of the Faculty of Communication and Creative Industries; Dr. Lim Lai Hoon, Lecturer in the Faculty of Communication and Creative Industries; and several other faculty members.

The joint lecture was held in a hybrid format, both in-person and online

Ms. Nguyen Thi Thuy Ngan, the lecturer leading the joint class, shared, “This was a memorable and meaningful experience. The presentations and exchanges from UEF and TAR UMT students not only demonstrated deep understanding but also offered fresh, creative perspectives on managing media crises. I believe this session provided an opportunity not only for students but also for faculty from both institutions to exchange teaching experiences. I hope the two universities will continue to collaborate and create even more impactful experiences in the future.”

Ms. Nguyen Thi Thuy Ngan, the lecturer responsible for guiding students during the joint lecture session

In the first presentation, a group of students from UEF's Faculty of Public Relations and Communication shared insightful knowledge and perspectives on the topic of "Crisis Management." They selected a recent 2024 crisis situation in Vietnam involving a well-known coffee brand, which successfully captured the attention of TAR UMT attendees.

The team members clearly outlined the crisis situation, analyzing its causes, detailing the timeline of the company’s response, and examining the subsequent impacts. Notably, they proposed alternative, more effective crisis management approaches from the group’s perspective. Additionally, they analyzed the repercussions of the incident, emphasizing the rapid spread and risks posed by social media channels during a corporate crisis.

UEFers from the Faculty of Public Relations and Communication confidently presented their ideas to their international peers

On the same topic, TAR UMT students presented a real-life example of a fashion brand facing a boycott due to an advertising campaign perceived to reference the Gaza conflict. Based on the brand’s official response on Instagram, the group offered their analysis and outlined key insights: the need for a swift response, a sincere apology, stakeholder management activities to minimize reputational damage, transparency in communication, and a commitment to Corporate Social Responsibility (CSR) initiatives afterward.

Following TAR UMT students' presentation, UEFers eagerly posed questions and engaged in a lively discussion. Dr. Lim Lai Hoon also contributed by asking students to suggest an alternative communication channel that would be more appropriate for the brand in this situation.

Students attentively listened to the insights shared by their peers and actively engaged in discussions and exchanges throughout the session

Concluding the joint lecture, Dr. Lim Lai Hoon reinforced the foundational concepts of "Media Crisis Management," emphasizing that it involves identifying threats to an organization and the methods used to address them. She outlined three key steps that organizations can use to manage media crises effectively: preparation, response, and skillful reaction.

Representatives from TAR UMT expressed high appreciation for this joint lecture format and expressed hope that UEF Faculty of Public Relations and Communication will continue organizing similar sessions in the future. Ms. Pham Hoang Minh Ngoc also extended her gratitude to the partner university, sharing that UEF aims to internationalize the university environment, and today’s class provided an excellent opportunity for students from both institutions to connect and exchange knowledge.

Ms. Pham Hoang Minh Ngoc shared her insights during the joint lecture session

In the future, it is hoped that with their solid knowledge and practical skills, UEFers will have the opportunity to participate in additional joint lectures on a variety of topics alongside international students and faculty.

Faculty of Public Relations and Communication