Mexico City, March 27, 2025. The Universidad Panamericana hosted the launching of the book Communication in Times of Crisis: Respond, Resolve and Growwritten by Fernando Antonio Mora Guillénoutstanding alumni of the Master in Institutional Communication.
The event, organized by the Alumni of the Universidad Panamericana was attended by Dr. José Ángel Córdobaformer Secretary of Health; Dr. Cecilia Romero Castillo, Mtra. Cecilia Romero Castilloformer commissioner of the National Institute of Migration; and Mtro. Oscar Kaufmann expert in corporate communication. The panelists reflected on the importance of strategic communication in critical situations, offering valuable perspectives for professionals in the sector.
A book with a practical and reflective approach
Fernando Mora Guillén shared 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 is not 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 experiences, from the pandemic to migratory conflicts," he explained.he explained.
During his speech, the author emphasized that "a crisis is not just a problem, it is an opportunity to grow and strengthen trust".. He also emphasized the importance of transparency: "Hiding a crisis only aggravates it. Today, with social networks, the truth is always out in the open.".
Informing to prevent: keys to crisis management
Dr. José Ángel Córdoba, former Secretary of Health, shared his experience during the AH1N1 influenza pandemic, highlighting the key role of timely communication: "If we do not inform clearly, people do not take precautions. In 2009, thanks to accurate messages, we avoided a major catastrophe"..
Likewise, he warned on the risks of approaching crises with a politicized rather than a technical focus. He pointed out that officials lose authority when they prioritize political agendas over the truth, affecting the credibility of their messages.
Dr. Córdoba also emphasized the practical value of the book, pointing out that the author writes from his own experience, making the book an essential guide to avoid recurring errors in crisis management. an essential guide to avoid recurring errors in crisis management.
Migration and crisis
Cecilia Romero Castillo recalled critical events such as the San Fernando massacre in 2010, highlighting the importance of addressing crises with a humane and preventive approach: "A migratory crisis is not handled with speeches, but with humanity.. If we deny the problem, we lose the opportunity to solve it".
Ms. Romero referred to a key segment of the book where the author warns about the serious mistakes to avoid when managing crises: denial, minimization, blaming or making impulsive decisions. serious mistakes to avoid when managing crises: denial, minimization, blaming or impulsive decision making..
He also stressed the importance of the preventive approach, noting that the National Migration Institute has implemented early communication protocols, as a merely reactive strategy is insufficient when the crisis is already underway.
Crisis and social networks
Mr. Kaufmann warned about the challenges faced by companies and governments in the digital age, where an incident can go viral in a matter of minutes.
The communications specialist compared Mexico's current preparedness in this area with the recklessness of those who only purchase insurance after suffering an accident, emphasizing that Both the public and private sectors require preventive training to face contingencies effectively. "I hope communicators read this book before facing their first crisis," he said.he said.
A call to action: communicating with ethics and strategy
Maestro Mora Guillén closed the event by reminding those present: "Crises do not warn, but we can prepare ourselves. This book is a tool so that no one has to improvise in the most difficult moment.".
Communication in Times of Crisis: Respond, Resolve and Growis available at the Universidad Panamericana bookstore, consolidating itself as an indispensable reference for communication students and professionals.
With this launch, Universidad Panamericana reaffirms its commitment to the training of professionals capable of facing the challenges of the 21st century, promoting an ethical and strategic vision in communication management.
Additionally, Karla Morales Esquer, assistant director of Alumni commented to us: "We are committed to our graduates in promoting their achievements, and this event is a clear example of that".
Learn more about Alumni at: https://www.up.edu.mx/perfiles-alumni/
