IIUM’s KHAIRComms Crowned Champion at STRATSEA25 Crisis Communication Award

By, Shafiy Nordin

KUALA LUMPUR, 3 July 2025: Team KHAIRComms from the International Islamic University Malaysia (IIUM) has emerged as the champion of the prestigious STRATSEA25: InterVarsity Crisis Communication Award, held in conjunction with the CommsForward25 business communication conference at Aloft Kuala Lumpur Sentral. The team, comprising Imad Hassan Basri, Siti Aisyah Husna Maziffar, and Janani Arifah Jalaludeen, took home RM3,000 in cash prizes, a trophy, and national recognition for their strategic excellence in crisis response.

The award presented by YM Tunku Munawirah Putra, Advisor to the Young PRactitioners, with Prof. Dato’ Sri Dr. Syed Arabi and Assoc. Prof. Dr. Zeti Azreen Ahmad witnessing the moment. A proud recognition of excellence in strategic communication.

Organised by Citrine One Group, STRATSEA25 is Southeast Asia’s premier student crisis simulation platform, designed to test agility, ethical clarity, and strategic thinking under pressure. This year marked its first-ever edition, spotlighting the region’s top undergraduate communication talents. The competition was held as part of CommsForward25, a regional conference themed “Shaping Stories, Inspiring Results,” which brought together delegates from Malaysia, Singapore, Indonesia, the Philippines, and the UAE.

KHAIRComms impressed the jury with a comprehensive recovery strategy in response to a simulated AI data breach involving a fictional tech company. Their plan emphasized CEO-led accountability, stakeholder-specific messaging, AI-powered sentiment monitoring, and long-term ethical governance. Central to their approach was a three-step messaging framework: instructing messages to clarify the breach, adjusting messages to reassure stakeholders, and reputation messages to rebuild public trust. Their live presentation featured a dynamic opening video and a pitch that balanced technical depth with emotional resonance.

Team KHAIRComms in action: Imad (left), Aisyah (center), and Janani (right) delivering their proposal on crisis recovery and reputation management in response to TechMaju’s platform data breach, showcasing communication strategy with clarity and confidence at its core.

Team RAISE from Han Chiang University College of Communication was named first runner-up, also delivering a strong and creative response to the crisis scenario.

The judging panel featured regional industry leaders including the General Manager of Corporate Communications at Malaysia Airports Holdings Bhd, Shukreen Ma, CEO of Ardent Communications, and Founder & CEO of AI Centre of Excellence, Ana Pista, Managing Director of Ruder Finn Interactive Asia, David Ko, and Head, Strategic Communications of Cyberview Sdn. Bhd., Iza Sofia Kasbi. The prize-giving ceremony was officiated by YM Tunku Munawirah Putra, Advisor to the Young PRactitioners under the Public Relations Practitioners Society of Malaysia.

Executive Chairman of Citrine One Group, Ivlynn Yap, praised the finalists, stating that STRATSEA25 is more than a student competition, it is an extension of what CommsForward25 stands for. As we bring together senior professionals to tackle today’s most pressing communication challenges, STRATSEA shines a light on the future of our industry. The finalists have demonstrated not just creativity, but strategic and ethical clarity, qualities that will define the next generation of communicators in Malaysia and beyond. We are incredibly proud of them for rising to the challenge and showcasing the strength and promise of our young communication talents.

KHAIRComms (IIUM) and RAISE (HCUC) teams connect during STRATSEA25’s networking session, joined by Citrine One’s Executive Chairman Ivlynn Yap and Syuen Zens Resources Founder Sharon Goh in a post-event exchange on strategy, mentorship, and legacy.

Reflecting on the experience, Janani Arifah shared, “We’re truly grateful to Citrine One Group for organizing STRATSEA25 and CommsForward25. It wasn’t just a competition, but it was a platform that allowed us to explore real-world crisis scenarios, connect with industry leaders, and learn directly from those shaping the future of communication.”

Siti Aisyah Husna added that “The preparation was intense. Especially in the final stretch with last-minute refinements and rehearsals. But our teamwork and shared commitment pulled us through. Standing on that stage, we felt both relieved and proud of what we had built together.”

Team lead Imad Hassan Basri expressed appreciation for IIUM’s academic support, saying “We’re deeply thankful to Prof. Dato’ Sri Dr. Syed Arabi bin Syed Abdullah Idid for his guidance in refining our strategic approach, and to Assoc. Prof. Dr. Zeti Azreen Ahmad, our instructor for COMM 4319: Crisis & Reputation Management course, whose insights helped us shape a response that was both practical and principled.”

The conference concluded with the symbolic handover of CommsForward27 to Ardent Communications, led by CEO Ana Pista, with the next edition set to take place in Philippines in 2027.

KHAIRComms’ victory marks a proud milestone for IIUM and affirms the university’s commitment to nurturing ethical, resilient, and future-ready communicators in a rapidly evolving digital landscape.***