Case Study/
Reputation Management at HBKU
Leading HBKU's Crisis Communications Strategy and serving as the Crisis Communication Team Focal Point, addressing the university's unique challenges within Qatar Foundation and its geopolitical context was paramount. Collaborating with the Foundation and University Crisis Committees, we devised strategic plans and protocols for crisis management, focusing on clear messaging, effective digital tool use, and post-crisis reputation rebuilding.
Our goal was to safeguard HBKU's reputation from misinformation and maintain institutional integrity and trust among our community and stakeholders.
Protect HBKU's reputation through Crises Communication Strategy
Local traditions and a global perspective
The case of Hamad Bin Khalifa University (HBKU) is indeed a fascinating one, as it navigates highly sensitive factors that shape the dynamics of this institution. Education and research stand as key pillars in Qatar's national strategy to foster a knowledge-based economy, with the Qatar Foundation (QF) playing a central role in this endeavor. The name of the university itself carries a significant legacy and reputational weight; named after the Father Emir, Sheikh Hamad Bin Khalifa Al-Thani, who is considered the modern architect of Qatar, HBKU is a key member of the Qatar Foundation. QF established Education City, which encompasses schools from pre-K to K-12 and hosts eight international branch campuses of elite Western universities such as Georgetown, Virginia Commonwealth, Carnegie Mellon, Northwestern University, Weill Cornell, HEC Paris, and Texas A&M. QF's aim to provide top-tier education to its citizens and attract outstanding students globally to study and contribute to the economy faces challenges, as part of the local community perceives this initiative as a Westernization of their values, potentially misaligned with their cultural preferences. This juxtaposition of global and local influences ignites varied responses from the community, mirroring the broader socio-political discourse in Qatar regarding modernization, tradition, and the influence of Western education.
Moreover, Qatar has encountered various regional challenges from its neighboring countries, notably the blockade led by Saudi Arabia, which underscored the sensitivity of educational institutions to geopolitical tensions. HBKU was particularly affected, with the blockade impacting resident students from the involved countries and shifting international perceptions about studying in Qatar. Despite these obstacles, QF and HBKU have emerged as a testament of Qatar's dedication to advancing education and research, upholding academic integrity, and nurturing an environment that honors both local traditions and a global perspective. Furthermore, universities represent vibrant communities where faculty and student welfare are always of utmost importance.
Given these factors, the readiness of HBKU's communications with a crisis management strategy and plan was always crucial.
Crises Category
Crises
Crises Comms Team
to be Mobilized
Any unplanned disruptive event, or series of events, outside of business as usual that leads to a systemic-level organisational threat to HBKU. People (student, staff and visitors) assets, environment and /or reputation are significantly impacted.
Emergency
Crises Comms Team
to Monitor Closely
An incident which has the potential to seriously affect HBKU and its people and has the potential to negatively impact HBKU’s reputation if not contained.
Incident
Crises Comms Team
to Monitor
A short-term event or series of events that, if managed appropriately, can be rectified and carries only short-term or easily reversible negative consequences. It does not impact HBKU’s long-term viability.
Pre-empting, identifying, and efficiently responding
The core principles of crisis communication focus on preempting, identifying, and efficiently responding to crises to manage and control situations effectively. A crisis is any unplanned event that disrupts normal operations and poses significant threats to the organization’s reputation, including risks to people, assets, and the environment.
We developed a comprehensive crisis communication plan, in collaboration with university management, the crisis team at HBKU and QF, and supported by a crisis communication service agency. The plan included guidelines, protocols, processes, holding messages, and provided necessary training and live scenario practices to prepare the team for real-life situations, ensuring readiness and effective response.
Principles of Crisis Communications
Real Life Scenarios
HBKU’s crisis communications response should reflect best practice crisis management principles both prior to and during a crisis, including:
Prioritise the safety of our people: The safety of our students and staff should always remain the top priority throughout any crisis. Never put yourself or your colleagues at risk in order to respond to a crisis.
Share information and strive for transparency: HBKU will manage a crisis with appropriate openness and transparency, while being respectful of sensitive and confidential information. This is to ensure that relevant teams and individuals are equipped with the information required to respond to crisis situations effectively.
Respect existing HBKU processes and plans: This guidance sits alongside any existing plans (e.g., emergency management plans, safeguarding protocols, and COVID-19 response plans). It does not replace any existing plan and should be used in tandem, where necessary. If these plans conflict, this conflict needs to be flagged to the CCT Lead for resolution.
Operate a policy of prudent over-reaction: This protocol has been designed to help HBKU identify crises, or situations which have the potential to become crises. If you are unsure about the severity level of a crisis, always refer to management level or the CCT Lead for immediate guidance and assistance.
Remember our role as part of QF: HBKU may be just one part of a broader QF crisis response, so it is critical to adhere to this guidance - particularly around sharing information - to ensure a unified response.
Throughout my decade at HBKU, I encountered critical reputational challenges requiring HBKU Communications Team's intervention. These included political issues, sensitive reputational matters, and student welfare concerns, though specifics remain confidential for privacy reasons. Notable incidents:
Blockade on Qatar: A national crisis significantly affecting the university.
COVID-19 Pandemic: Focused on community safety and ensuring continuity in education and research.
Legal Accusations Against a Professor: Involved a high-profile faculty member facing legal challenges abroad, requiring nuanced communication.
Education City Closure due to Flooding: Severe weather in 2018 led to campus damage, necessitating crisis communication to ensure community safety and inform about campus operations.
These experiences underscored the importance of effective crisis management and communication.