Keynote Speech on Strategic Public Relations: Managing Media Framing and Shaping Reputation

Speaking as a keynote speaker at the 21st International Symposium of Public Relations in Tehran on December 9, 2025, Dr. Mohammed Fadel Arandas from the Department of Journalism and Communication Studies addressed the role of crisis communication in conflict. He shared the stage with globally renowned Professor Timothy Coombs, Dato’ Kamalanathan Panchanathan, and Professor Hossein Emami, a panel of international thought leaders.

The symposium organized by the Arman Cultural Institute of Public Relations, Iran, and other co-organizers including the International Public Relations Association (IPRA), USA.

In his keynote, Dr. Arandas stressed that PR professionals must deliver the first narrative in a crisis or risk letting rival media shape public perception and damage national and institutional reputation. Effective crisis communication requires advance planning, careful media framing, and active use of social media as a primary information battlefield to maintain public trust.

2025年12月9日，在伊朗德黑兰举行的第二十一届国际公共关系研讨会上，新闻与传播学系的Dr. Mohammed Fadel Arandas以大会主题演讲人身份，探讨了冲突情境下危机传播的角色。他与国际知名学者Timothy Coombs教授、Dato’ Kamalanathan Panchanathan以及Hossein Emami教授同台，就战略传播如何影响战争时期的结果展开深度对话。

本次研讨会由伊朗阿尔曼公共关系文化研究所主办，并联合包括美国国际公共关系协会（IPRA, USA）在内的多家机构共同承办。

在主题演讲中，Dr. Arandas强调，公共关系专业人士必须在危机中率先发声，提出第一套叙事，否则将面临让竞争媒体主导舆论、损害国家与机构声誉的风险。要实现有效的危机传播，必须做好预案规划，审慎管理媒体框架，并把社交媒体作为主要的信息战场，积极运用以维护公众信任。