DBA Impact Webinar
From Adversary to Advocacy: employee communication on social media during crises
- Date and time
- to
- Attendance
- This is an online only event
The University of Bradford is hosting an online event as part of the DBA Impact Webinar Series on Wednesday, 11 February 2026.
The session titled, From Adversary to Advocacy: Employee Communication on Social Media During Crises, will focus on Research-Informed Leadership, showcasing applied doctoral research with direct relevance to senior leaders and practitioners with Guest Speaker Dr Amneh Al Jarey.
When organisational crises occur, employees often turn to social media rather than staying silent. Prompted by high-profile cases such as the Coldplay concert HR scandal, this webinar presents applied DBA research by Dr Al Jarery, a practitioner-turned-academic and former senior executive at Action Global Communications. During this event we will examine how employees communicate on their personal social media accounts during organisational crises, identifying four types of employee communication behaviour (proactive advocacy, reactive advocacy, neutral, and adversarial) and explaining how crisis type (victim vs. preventable) and organisational response strategy (accommodative vs. defensive) shape these responses.
Why should you attend?
This session will provide:
• Practical, research-based insights into employee voice during crises
• Guidance for leaders managing reputation, trust, and internal alignment
• An example of how DBA research bridges academic rigour and executive practice
• An opportunity to engage with the University of Bradford’s DBA community
Who should attend?
MBA alumni, senior leaders, HR professionals, communication managers, and those interested in applied doctoral study or evidence-based leadership.
About our Guest Speaker
Amneh Al Jarery is a practitioner-turned-academic with over 15 years of experience in strategic communication and reputation management. She previously held senior roles at Action Global Communications, including Country Manager in Kuwait, where she led operations, business development, and crisis communication projects for major organisations.
She later completed a Doctor of Business Administration at the University of Bradford, using her professional experience to inform applied research on organisational crisis communication. Amneh is now an adjunct faculty member teaching marketing, branding, and business ethics, while continuing to work as a reputation management consultant. Her career path illustrates how the DBA enables experienced practitioners to move into academia while maintaining strong links to industry practice.