Students from APU’s School of Marketing and Management (SoMM) visited the National Service Training Department, or Jabatan Latihan Khidmat Negara (JLKN), to gain practical experience in crisis communication by participating in interactive simulations and a dialogue with senior JLKN officials, bridging the gap between classroom theory and real-world national emergency protocols.

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The Asia Pacific University of Technology & Innovation’s (APU) School of Marketing and Management (SoMM) recently took a group of students on a high-impact academic visit to the National Service Training Department, or Jabatan Latihan Khidmat Negara (JLKN), a division under the Ministry of Defence Malaysia (MINDEF).

Led by Ms Zaliha Idris, the lecturer for the Crisis Management and Communications module, and accompanied by four other SoMM faculty members: Ms Rahilah Ahmad, Ms Vaneetha Sagadevan, Mr Ninderpal Singh Balwant Singh, and Dr Mohanaapriya Sina Raja.

A total of 35 local and international students, under media and communication studies, took part in the trip, which was designed to give them practical, hands-on experience in national crisis management and national emergency protocols.

They received a comprehensive briefing from JLKN officers on everything from crisis management protocols to using social media to control misinformation.

The visit was not just about listening; students also participated in interactive crisis simulation exercises, case studies, and Q&A sessions. These activities were a chance for them to put their strategic thinking to the test under pressure.

One of the trip’s highlights was a dialogue with Major General Datuk Ya’cob Samiran, the Director General of the JLKN. 

Students seized the opportunity to ask questions and propose innovative ideas on youth engagement and national crisis communication.

Ms Zaliha described the visit as a crucial knowledge exchange, bridging the gap between classroom theory and real-world practice. 

“This visit not only broadened their understanding of crisis communication but also empowered them with the confidence to apply their knowledge in future real-world scenarios,” she said.

International student Raina Siddiqui called the experience “Exciting and eye-opening.” 

She was particularly proud that her team’s input was acknowledged by JLKN officers and even considered for enhancing their existing crisis communication strategies. 

The successful trip marks an initial step in the collaboration between APU and JLKN. 

Both institutions hope to build on this success with future initiatives, including student placements, expert knowledge exchange, and joint workshops, all aimed at producing well-rounded, industry-ready graduates.