Every organization, company, or public institution is vulnerable to communication crises that may occur at any time, posing risks to its image and reputation. Each crisis must be addressed proactively, rather than merely reacting to negative issues that emerge on social media or in mainstream media.
“Organizations that respond proactively at the onset of a crisis can reduce reputational losses by up to 30% compared to those that respond reactively,” said public communication practitioner Winda Mizwar Pratiwi during a workshop titled Crisis Management and Proactive Communication held on Thursday, Sep. 18, 2025, at Multimedia Room 1, UGM Central Office.
In her presentation, Pratiwi emphasized the need for a mindset shift in public relations so that they do not remain purely reactive.
She noted that while quick responses are important, without reflection, they only offer short-term solutions.
According to her, a reflective approach allows organizations to learn from crises and strengthen their reputation.
“The education and health sectors often experience the most significant decline in public trust during communication crises because society expects higher standards of ethics and transparency,” she said.
Pratiwi also explained that after a crisis, what is needed is not only image repair but also a forward-looking narrative that demonstrates an institution’s willingness to learn, change, and commit to improvement.
Communication crises, she added, can also serve as opportunities for comprehensive evaluation.
Through reflection, public relations officers can develop more effective and innovative communication strategies, enabling the public to perceive crises as part of a constructive improvement process.
“Emphasize transparency, institutional empathy, responsiveness, and ensure integration and coordination with the university’s public relations office when crises occur at the faculty level,” she said when explaining standard operating procedures in crises.
She further underlined that building public trust cannot rely solely on speed but requires consistency and transparency.
For Pratiwi, the success of public relations depends on their ability to deliver authentic communication during crises.
“Public trust can collapse instantly if we make the wrong move, but it can grow stronger if we remain consistent in delivering honest messages,” she explained.
Through this workshop, participants not only received materials but also engaged in crisis management simulations, interactive discussions, and press release drafting exercises.
Pratiwi emphasized that public relations officers must think critically and reflectively, and understand the context behind every communication decision.
“Understanding how audiences respond to the information we deliver is crucial in drafting press releases,” she noted.
Additionally, Pratiwi stressed the importance of audience mapping in every communication strategy.
She explained that public relations professionals need to recognize audience demographics, tailor the tone of messages to their characteristics, and select the right distribution channels to ensure effective delivery.
“The same message can be perceived differently if it is not adapted to the audience and the way we convey it,” she concluded.
The workshop was part of UGM’s commitment to strengthening the capacity and strategic role of public relations across the university.
Through this learning forum, UGM aims to ensure that public relations units can serve as the front line in safeguarding reputation, building proactive communication, and turning challenges into opportunities.
Author: Triya Andriyani
Post-editor: Lintang Andwyna
Photographer: Donnie Trisfian