Seminar “Media Crisis Management – Measuring Brand Courage” – Practical Lessons on Human-Centered Crisis Communication.

On January 10, 2026, the Faculty of Marketing and Communication, Hoa Sen University, organized the seminar “Managing Communication Crises – Measuring Brand Courage”, offering students in-depth academic insights and real-world perspectives on crisis communication management in today’s media landscape.

At the seminar, Ms. Lê Thụy Trúc Ngữ – Marketing Manager of Vạn Hạnh Mall shared a notable case study on how the shopping mall handled a communication crisis through a distinctive approach: placing people and community emotions at the center of all communication decisions. Rather than focusing solely on protecting brand image in the short term, Vạn Hạnh Mall chose to confront the crisis with openness, empathy, and responsible action, transforming a challenging situation into an opportunity to demonstrate the brand’s social responsibility and humanistic values.

According to Ms. Trúc Ngữ, during sensitive moments when public sentiment runs high, communication decisions should not rely solely on media metrics or reputation indicators. Instead, they must be guided by a fundamental question:

“What is truly best for people and society at this moment?” This mindset enabled the brand not only to overcome the crisis but also to gain public empathy and long-term trust, reinforcing a credible and responsible brand image.

Joining the discussion, Mr. Hà Cao Thảo – former Deputy Director of Communication and Brand Management at Nova Group, emphasized that in any communication crisis, responsibility toward the community and society should be considered as important as, or even more important than, short-term business interests. Both speakers highlighted that crisis communication is not merely a technical skill, but a test of professional ethics, leadership courage, and the core values of a brand.

The seminar attracted a large number of students from Hoa Sen University, particularly those majoring in Public Relations and other programs within the Faculty of Marketing and Communication. Through real-life cases and professional insights, students gained a clearer understanding of strategic thinking in crisis management and the critical role of communication in balancing brand interests with social responsibility.

Through the Vạn Hạnh Mall case study, the seminar conveyed a powerful message:

communication crises are not only challenges to be managed, but defining moments for brands to demonstrate their values, integrity, and “heart” in the eyes of the public.

Written by: MBA. Trương Quang Vinh

Faculty of Marketing – Communication