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PRSM107: Crisis Communication

This course is designed for practical applications of crisis communication principles, which can be used to protect and defend a company or organization facing a problem or challenge that threatens to harm its brand or reputation.

Skill Level: Beginner

Course Introduction

Course Syllabus

Course Terms of Use

Unit 1: Crisis Communication Introduction

Unit 1 Learning Outcomes

Unit 1 Activities

1.1: What Is Crisis Communication?

Rick Kelly's "What Is Crisis Communications?"

The Community Tool Box: Phil Rabinowitz's "Handling Crises in Communication"

Missouri State University: Samuel Dyer's "What Is a Crisis?"

1.2: Types of Crisis

Wikipedia: "Crisis Management"

Missouri State University: Samuel Dyer's "Anticipating Types of Crisis"

1.3: Crisis Management Stages

Mitchell Friedman and Rebecca Anderson's "The Role of Public Relations in Crisis Management"

1.4: Four Types of Crisis Response

The University of Texas at Austin: Jeremy Simon's "Apologize, Deny, Justify, or Excuse: How Crisis Response Affects Perceptions of Company, CEO Differently"

1.5: The Evolution of Using Social Media in Disaster Response

Diana Ennen's "Social Networking Changes Everything"

Zoe Fox's "Red Cross Launches Social Media Disaster Response Center"

Colorado Nonprofit Association: "Introduction to Social Media Strategy"

Unit 2: Preparing for a Crisis

Unit 2 Learning Outcomes

Unit 2 Activities

2.1: How to Prepare for a Crisis: Crisis Communication Plan

Exploring Business: "Chapter 6, Section 2: Planning"

Crisis Communication Plan

PRSM107 Discussion Forum

2.2: What Is a Crisis Management Team (CMT)?

Institute for Public Relations: Timothy Coombs' "Crisis Management Communications"

2.3: Case Study: How Does FEMA's Think Tank Operate?

Federal Emergency Management Agency: "What Is the FEMA Think Tank?"

Federal Emergency Management Agency: "FEMA Think Tank Conference Call - February 2013"

2.4: Your Role in Crisis Management

Institute for Public Relations: Timothy Coombs' "Crisis Management Communications"

2.5: Dealing with News Media

Business Communication for Success: "Chapter 17, Section 4: Press Conferences"

PRSM107 Discussion Forum

Unit 3: Using Social Media During a Crisis

Unit 3 Learning Outcomes

Unit 3 Activities

3.1: Why Social Media Is Useful During a Crisis

Understanding Media and Culture: "Chapter 16, Section 4: Current Trends in Electronic Media"

Dave Fleet's "Why You Should Tweet During a Crisis"

3.2: The Risks of Using Social Media

Jayne Navarre's "Risky Business? Is a Social Media Policy Enough? Do Law Firms Need Social-Media-Insurance?"

Federal Bureau of Investigation: "Internet Social Networking Risks"

3.3: Social Media Marketing

Amy Bermar and Corinne Federici's "Avoiding Social Media Suicide: Optimizing PR"

Exploring Business: "Chapter 9, Section 6: Interacting with Your Customers"

Brenna Ehrlich's "The Old Spice Social Media Campaign by the Numbers"

3.4: Effective Use of Social Media

U.S. Department of State: Stephen Kaufman's "Social Networking Experiment Shows Effects of Mass Mobilization"

Martin Anderson's "Social Media &amp; Emergency Management"

Unit 4: Designing a Crisis Communication Plan (CCP)

Unit 4 Learning Outcomes

Unit 4 Activities

4.1: What Type of Information Does a CCP Contain?

Colorado Nonprofit Association: "Crisis Communication Plan Nonprofit Toolkit"

4.2: How to Design a Crisis Communication Plan

Business Communication for Success: "Chapter 17, Section 3 Crisis Communication Plan"

Justin Levy's "Developing a Digital Communication Plan"

4.3: Testing a Crisis Communication Plan

Sarah D. Scalet's "Tabletop Exercises: Three Sample Scenarios"

Unit 5: Developing Strategic Messages

Unit 5 Learning Outcomes

Unit 5 Activities

5.1: Practice Writing Key Messages that Tell Your Company's Story

Mastering Public Relations: "Chapter 1: The Importance of Public Relations: UPS Case"

Messages That Matter: "What Is a Message Strategy?"

PRSM107 Discussion Forum

5.2: Incorporate Key Messages Using Online and Traditional Media Tools

NLC Communications Workshop: "Keys to Media Relations Success", "Television and Radio Interviews", and "New Media Tips"

5.3: Help Management to Communicate Truthful Messages

Valerie Maltoni's "Crisis Communication in Social Media: Are You Ready?"

Steven R. Van Hook's "Business and Marketing Ethics"

5.4: Communicate to Various Stakeholder Groups

Mastering Public Relations: "Chapter 7: Identifying and Prioritizing Stakeholders and Publics"

Unit 5 Assessment

Unit 5 Assessment

Martin Anderson's "Social Media & Emergency Management"