Panel Discussion on Proactive and Reactive Communication
Date: 28 July 2026
The Department of Media Studies at Kristu Jayanti University organized a student panel discussion titled “Crisis or Prevention? The Role of Reactive and Proactive Communication in Modern Public Relations” on July 28, 2026 at the Council Room, Admin Block. Moderated by Dr. Juby Thomas, Associate Professor of Media Studies, the event brought together students and experts to analyze how these two communication strategies influence corporate narratives and public trust. Mr. Daniel Joseph opened the discussion by defining Proactive Communication as identifying concerns, building trust and preparing before a crisis occurs, while Reactive Communication is what an organization does once the crisis is already public. He stressed that the choice between prevention and crisis management isn’t a simple binary; rather , a Public Relations Officer (PRO) has to be well versed in both strategies of communication. Ms. Brindha C.K highlighted the formula for effective proactive communication which includes listening to stakeholders, informing the public about your brand and providing regular updates on all involved media channels.

Conversely, Ms. Shreya Kumari warned about the inevitability of a crisis due to unpredictable events and hence the need for Reactive Communication, which provides accurate information, reduces panic, rectifies misinformation, and gradually rebuild trust with empathy. The panel discussed the case study of “United Airlines Passenger Removal” where lack of appropriate reactive communication caused massive reputational damage to the brand.

Ms. Shreya A.H concluded the discussion with an overview of the future of Public Relations which involves the collaboration of Proactive and Reactive communication, as it will help to build and maintain public trust.

Student Panel discussion on: Balancing the Narrative: Mastering Proactive and Reactive Media Relations
Date: 28 August 2025
The Department of Media Studies, Kristu Jayanti Deemed to be University, organized a student panel discussion for III MA JMC on “Balancing the Narrative: Mastering Proactive and Reactive Media Relations” at the Admin Block Council Room on 28/08/2025, which was moderated by Dr. Juby Thomas, Associate Professor, Department of Media Studies. Ms. Prashansha Sharma opened the discussion by explaining that media relations today are fast, digital, and built on trust. She highlighted how proactive strategies shape narratives, while reactive ones protect credibility in crises. Ms. Shreya Nair focused on the limitations of proactive communication and the challenges of balancing both approaches.

Sharing case studies, Ms. R. Vishnu Priya presented Coca-Cola’s “Share a Coke” and Starbucks’ sustainability campaigns as proactive successes, alongside Nestlé’s Maggi ban response and Pepsi’s Kendall Jenner ad backlash as examples of reactive crisis handling. Concluding the session, Dr. Juby Thomas emphasized that media relations are vital not only for organizations but also for personal brand building. She advised, “Proactive planning prevents crises, but handling reactive situations responsibly builds lifelong trust.” The discussion ended with an enriching Q&A session that allowed students to engage with the topic in depth.

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Student panel discussion on equal voices and equal choices
Date: 13 February 2025
The Department of Media Studies organized a compelling student panel discussion on the crucial topic of Gender Sensitization, under the theme “equal voices & equal choices” on February 13, 2025 at A3 Auditorium. The discussion was led by four I MA JMC students as panelists and it was moderated by Dr. Juby Thomas, Associate Professor from the department of Media Studies. The event explored the various dimensions of gender awareness, societal roles, and personal experiences. The panelists shared insightful perspectives, drawing from both research and real-life stories to emphasize the importance of gender equality.

The event successfully shed light on the need for a more inclusive society and encouraged open conversations about gender norms, biases, and progress. The interactive session left attendees with a deeper understanding of the issue and inspired them to contribute towards a more equitable world.