Ninderpal Singh leads UTAR team to win best research paper award

From left: Clarence, Muhamad Qamar, Ninderpal and Dr Charles – Photo: UTAR website

Ninderpal Singh Balwant Singh and a team of lecturers from University Tunku Abdul Rahman (UTAR) came back all smiles after attending a recent national conference.

The team from the university’s Kampar, Perak, campus had presented a paper on crisis management at the National Conference on The Sciences and Social Sciences 2018 (NACOSS III).

And to their delight the Academic International Dialogue (AID) awarded them the “Best Paper for Academic Award”.

The conference was held on 2 May 2018 at Universiti Sains Islam Malaysia (USIM).

The other team members were Faculty of Arts and Social Science (FAS) lecturers Clarence Anthony Puspanathan, Muhamad Qamar Rahman Md Isa and Ang Siew Mun @ Ang Pike Har, and Faculty of Business and Finance lecturer Dr Charles Ramendran S PR Subramaniam.

Their winning paper was titled “Tongue-In-Cheek: Crisis Management in Malaysia. A Consumer Relations Context”.

The paper highlighted the importance of the public relations (PR) department in managing crisis and its century. The paper discussed how the society today has developed a habit of sharing everything that one has experienced in real-time on social media platforms.

Hence, the paper looks into understanding how this habit, which is now seen as a norm among society, is able to cause harmful consequences for organisations when managing a crisis, according to a report at the UTAR website.

“It was an interesting topic and it came about by reviewing multiple crises, which were made public via social media. The responses made by the implicated organisation to the crisis differed from one company to another.

“We noticed that the response was made swiftly in addressing the issue without denying the existence of the crisis; saw a positive understanding of the stakeholders,” said Ninderpal.

The paper was awarded based on a blind review process and among the 52 papers that were shortlisted at the conference, the report added.




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