As a public affairs specialist for the U.S. Department of War, Rita McIntosh oversees strategic communication, media relations, and stakeholder engagement at the highest levels. She leads communications efforts during critical operations, coordinates with national and international partners, and provides counsel to senior leadership in high-pressure environments.
When McIntosh decided to further develop her practical skills and education in crisis communication, she enrolled in the Rutgers Crisis Communication and Reputation Management Certificate program (CCRM) offered by Continuing and Professional Studies at SC&I.
“Earning this certificate has enhanced my professional credibility and reaffirmed my strategic value within my organization,” McIntosh said. “It also expanded my professional network and exposed me to new ways of thinking about crisis leadership. The knowledge and confidence I gained have helped me advise senior leaders more effectively and take on greater responsibility.”
The CCRM curriculum was developed and is taught by internationally renowned senior-level professionals who have decades of experience managing crisis communications for industries, corporations, and public relations firms. Through this one-of-a-kind program, CCRM students become risk and reputation management professionals as they learn to critically evaluate and analyze real-world case studies and engage in simulation exercises and interactive workshops.
“Earning this certificate has enhanced my professional credibility and reaffirmed my strategic value within my organization,” McIntosh said.
Students gain the skills and knowledge needed to become highly competent and confident professionals trained to manage crisis communication, crisis communication planning, crisis response strategies, communications during a crisis, media training, and risk and reputation management. The online program includes six four-week courses plus two one-hour, one-on-one media training sessions.
McIntosh said she chose the CCRM program because she “was drawn to Rutgers’ reputation for delivering academically rigorous, yet practical professional education. The Crisis Communication and Reputation Management certificate stood out for its focus on real-world application and strategic decision-making. The structure of the program and its alignment with current communication challenges in both the public and private sectors made it a perfect fit.”
Describing why she found the courses to be particularly relevant to the demands of her position, McIntosh said, “The program directly aligned with my role as a PAO, where anticipating and navigating crisis scenarios is a daily responsibility. From scenario planning to message development and stakeholder engagement, the course content helped reinforce and expand my ability to lead with confidence during high-stakes situations. It also introduced frameworks that elevated how I approach long-term reputation management strategies.”
The instructors had a meaningful impact on her, McIntosh said, because they each “brought a wealth of real-world experience that enhanced the learning environment. Their insights into crisis response, media dynamics, and reputation recovery added depth to the coursework. The interactive discussions and case studies were particularly valuable, making the material relevant and immediately applicable.”
For her capstone project, McIntosh said, she “created a dynamic crisis communication playbook tailored to our organization’s unique needs—something we can use for years to come.”
A “particularly standout component” of the program, McIntosh said, was the capstone project. “It provides a tangible application of the skills and knowledge gained throughout the program. This culminating experience not only reinforces key concepts but also challenges students to develop strategic solutions to complex, real-life scenarios. By simulating high-stakes communication challenges, the capstone ensures graduates are well-prepared to lead confidently in times of crisis.”
For her capstone project, McIntosh said, she “created a dynamic crisis communication playbook tailored to our organization’s unique needs—something we can use for years to come.”
Offering advice to prospective CCRM students, McIntosh said, “I would encourage anyone considering this program to take the leap—especially if you’re in a role where trust, credibility, and rapid decision-making are essential. The course isn’t just theoretical; it provides practical tools that you can implement right away. Come prepared to engage deeply with the material and collaborate with peers from diverse backgrounds.”
Learn more about the online Rutgers Crisis Communication and Reputation Management Certificate on the Rutgers School of Communication and Information website.
