Mexico City, March 27, 2025.— The Universidad Panamericana the launch of the book Communication in Times of Crisis: Respond, Resolve, and Grow, written by Fernando Antonio Mora Guillén, M.A., a distinguished alumnus of the Master’s Program in Institutional Communication.
The event, organized by the Alumni at the Universidad Panamericana Dr. José Ángel Córdoba, former Secretary of Health; Cecilia Romero Castillo, former commissioner of the National Institute of Migration; and Oscar Kaufmann , an expert in corporate communications. The panelists reflected on the importance of strategic communication in critical situations, offering valuable insights for professionals in the sector.
A book with a practical and reflective approach
Fernando Mora Guillén explained that his work stems from the need to document local and current cases of crisis management that serve as a guide that goes beyond theory.
“This book isn’t just theory; it is the result of more than 30 years of dealing with crises in public and private institutions. Each chapter is based on real-life experiences, ranging from the pandemic to immigration conflicts,”, he explained.
During his remarks, the author emphasized that “a crisis is not just a problem; it is an opportunity to grow and build trust”. He also emphasized the importance of transparency: “Hiding a crisis only makes it worse. Today, with social media, the truth always comes to light”.
Informing to Prevent: Key Strategies for Crisis Management
Dr. José Ángel Córdoba, former Secretary of Health, shared his experience during the H1N1 influenza pandemic, highlighting the key role of timely communication: “If we don’t communicate clearly, people won’t take precautions. In 2009, thanks to accurate messaging, we avoided a major catastrophe”.
Similarly, he warned about the risks of addressing crises with a politicized approach rather than a technical one. He noted that officials lose credibility when they prioritize political agendas over the truth, undermining the credibility of their messages.
Dr. Córdoba also highlighted the practical value of the book, noting that the author draws on his personal experience working alongside him, making the book an essential guide for avoiding recurring mistakes in crisis management.
Migration and Crisis
For her part, Cecilia Romero Castillo recalled critical events such as the 2010 San Fernando massacre, emphasizing the importance of addressing crises with a human and preventive approach: “A migration crisis is not managed with speeches, but with humanity. If we deny the problem, we lose the opportunity to solve it.”
Ms. Romero referred to a key section of the work in which the author warns about the serious mistakes that must be avoided when managing crises: denial, downplaying the situation, assigning blame, or making impulsive decisions.
He also emphasized the importance of a preventive approach, noting that the National Institute of Migration had implemented advance communication protocols, as a purely reactive strategy is insufficient once a crisis is already underway.
Crises and Social Media
Mr. Kaufmann warned of the challenges facing businesses and governments in the digital age, where an incident can go viral in a matter of minutes.
The communications specialist thus compared Mexico’s current preparedness in this area to the recklessness of someone who only buys insurance after having an accident, emphasizing that both the public and private sectors require preventive training to effectively deal with contingencies. “I hope communicators read this book before facing their first crisis,”, he said.
A Call to Action: Communicating Ethically and Strategically
Mora Guillén closed the event by reminding those in attendance: “Crises don’t give warning, but we can prepare ourselves. This book is a tool so that no one has to improvise in the most difficult moments”.
Communication in Times of Crisis: Respond, Resolve, and Grow, is available at the Universidad Panamericana bookstore, establishing itself as an indispensable resource for communication students and professionals.
With this launch, the Universidad Panamericana its commitment to training professionals capable of meeting the challenges of the 21st century, while promoting an ethical and strategic approach to communication management.
In addition, Karla Morales Esquer, deputy director of Alumni, told us: “We are committed to supporting our alumni in their achievements, and this event is a clear example of that.”
Learn more about Alumni at: https://www.up.edu.mx/perfiles-alumni/
