Students undertaking their graduation project in the Communication and Crisis Programme at the College of Mass Communication, Umm Al Quwain University, organized a panel discussion titled “The Role of Crisis Communication in Enhancing Institutional Reputation and Effectiveness: A Case Study of the Al Hamriyah Fire in the United Arab Emirates,” in collaboration with the Sharjah Civil Defence Authority, under the slogan “From the Heart of the Crisis… We Build Trust.”
The session aimed to highlight the role of crisis communication in managing emergency situations and the importance of effective communication in strengthening public trust, protecting institutional reputation, and enhancing organizational effectiveness.
The discussion featured Colonel Hani Rashid Al Dahmani, Director of the General Department of Fire and Rescue, and Ms. Amina Ali Al Hammadi, Director of the Office of Experts and Consultants. They shared their expertise in crisis management and highlighted the importance of coordination and integration among relevant entities to ensure a swift and effective response.
The session addressed five main themes: crisis management and response to the Al Hamriyah fire; communication and information management during crises; institutional reputation and trust; institutional effectiveness and field coordination; and lessons learned and future development.
Professor Dr. Haitham Abdulrahman, Dean of the College of Mass Communication, emphasized the importance of linking graduation projects to real-world issues and strengthening cooperation with government institutions. He also highlighted the role of applied projects in developing students’ skills and connecting academic knowledge with professional practice.
The session concluded with interactive discussions that contributed to exchanging expertise and enhancing students’ knowledge of crisis communication, information management, and institutional reputation, reaffirming the importance of effective communication in building trust during crises.
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