Malang, en.SERU.co.id – In the midst of the rapid flow of digital information, reputation crises are no longer measured in days, but in hours. Responding to this challenge, Parimaya collaborated with Perhumas Malang Raya to organize the Crisis Simulation Lab titled ‘2 Hours After It Goes Viral’ at Hotel Alana Malang on Saturday, January 31, 2026.
Designed as a practical laboratory for Public Relations (PR) practitioners, corporate communication experts, and the hospitality industry, the event tests their agility in handling public communication pressures.
Unlike conventional seminars, this training emphasizes simulations based on real-life scenarios, forcing participants to dive straight into the field.
In the Press Conference Simulation session, participants are challenged to act as spokespersons answering critical and sharp questions. Uniquely, the simulation involves actual journalists, making the atmosphere of facing the media feel highly authentic.
Assoc. Prof. Maulina Pia Wulandari, PhD, a communication expert from Universitas Brawijaya (UB) and the main facilitator, emphasized that speed in decision-making is the key to crisis management.
“In a crisis, there’s no room for prolonged thinking. Decisions must be made quickly, yet responsibly. Through this simulation, participants learn what it feels like to make decisions under pressure,” stated Prof. Pia.
Handling Crises
Cluster Sales & Marketing Manager of Alana Hotel Malang, Deni FJ, added that industry readiness is vital in maintaining business reputation when negative issues begin to spread. As a strategic tool, participants were equipped with a framework in the form of a Crisis Management Plan (CMP) Canvas to outline measured steps.
Meanwhile, Parimaya Malang Raya Chairperson, Adinda Zaeni, explained that participants came from various sectors, including hospitality, tourism, education, and government institutions.
She cited an example. A minor crisis like hotel overbooking in the digital era could escalate and erode public trust if not handled promptly.
“We hope our PR colleagues can resolve occurring crises swiftly and not let them drag on. The goal is to keep the reputation of properties or tourist spots in Malang Raya under control. So that visitor numbers do not decline,” Adinda emphasized.
Through this initiative, Parimaya and Perhumas Malang Raya are committed to fostering a crisis-ready culture in various organizations.
The collaboration between academics, industry practitioners, and media is expected to strengthen organizational reputation resilience in an increasingly complex future. With hands-on practice, participants gain concrete understanding and clear steps on what to do when a crisis truly hits their institutions. (dik/mzm)
