The activity featured Asmono Wikan, S.Sos., M.I.Kom., CEO of PR INDONESIA Group, who shared insights on the importance of communication management in addressing issues, risks, and crises that may affect the reputation and public trust of higher education institutions.
The presentation highlighted that issues need to be managed at an early stage so that they do not develop into risks, while risks must be properly mitigated to prevent them from escalating into crises. Amid the development of the digital era, the speed of information means that crisis responses increasingly require accuracy and speed. Social media has also become a space where public opinion is formed, requiring higher education institutions to communicate openly, empathetically, and responsibly.
Crisis management strategies do not stop at providing a response but also include prompt acknowledgment, prioritizing empathy, conducting credible audits, improving systems, and rebuilding narratives and public trust.
Through this activity, the USU academic community is expected to be increasingly prepared to face the dynamics of communication in the digital era and be able to maintain the reputation, credibility, and public trust of higher education institutions.
