This course focuses on various elements of crisis and issues management. In an age when a company’s every move is subject to instant scrutiny and attack, the necessity for effective crisis management is greater than ever and more complicated. The structure of the course revolve around the crisis management process: prevention, preparation, response and long-term. Emphasis will be placed on practical application of crisis communications theory, with the use of real-life case studies, role playing and guest lectures by crisis expert practitioners. This course examines a variety of communication techniques and principles used when an organization faces issues, and or incidents that negatively impact the organization’s reputation. Major aspects of this course will include: the definition of crises in its various forms, the stages of a crisis, the role of the spokesperson and the impact of social media and the crisis response, among others.

Upon successful completion of this course, students will be able to:

• Describe the full nature and types of crisis and how crisis impacts various publics.
• Describe how crisis effects communication.
• Effectively communicate with the media and differentiate between “what makes News,” and the seven news values.
• Determine the use and impact of social media during and after a crisis.
• Apply the C.A.P (Concern, Action, Prevention) rule to communication messages.
• Describe the importance of empathy, honesty and placing “people first" throughout a crisis and Implement coping mechanisms when in “the eye of the storm.”