Aims

The aim of this module is to provide students with:

• A critical awareness of the role of crisis management in a PR context;
• A comprehensive understanding of good practices in identifying risk sources and crisis management across different sectors and crisis stages;
• The techniques and skills required to develop advanced communications skills in the production of creative ideas and plans necessary in crisis communication;
• Skills and knowledge required to identify relevant risks and create the most suitable crisis response and counsel in the decision-making process.

This module will build on the key concepts and skills acquired in MCH8065 and MCH8060 and will enable students to develop and experiment with a wide range of professional skills with the focus on risk and crisis management. The module structure directly corresponds with its content: mid-semester, students will be required to plan and produce an industry-facing crisis management plan aimed at protecting reputation; at the end of the semester, students will produce a debate report evaluating a crisis response from private, public or voluntary sector organisations.

Outline Of Syllabus

Topics may include:
Issues and risk management
Recognising crises
Crisis preparedness
Crisis communication plan
The role of PR in crisis
Crisis management and stakeholders
Internal communication in crisis
Responding to crisis
Protecting an organisation’s brand and identity
Leadership in crisis
Post-crisis recovery

Teaching Rationale And Relationship

The online interactive learning materials and lectures will introduce students to various academic theories on crisis management which will then be critically examined. The timetabled small-group sessions will focus on the practical aspects of crisis management including analysis of real-life case studies and role plays.
Most seminar and workshop tasks will involve group work focused on applied theory and practice and therefore it is expected that all students will contribute in all discussions and come to small-group teaching sessions prepared.

Assessment Rationale And Relationship

The combination of assessment methods – crisis management plan and a crisis debate report – is designed to enable students to demonstrate their understanding of applying key crisis management theories and concepts in a practical context. Both assessment pieces will require students to demonstrate their specialist knowledge, analytical skills and critical understanding of the importance of crisis management and its variations in commercial, public, private and voluntary sectors. Students will also need to develop and deploy established techniques of contingency planning, risks and crises management, as well as protecting reputation during different stages of crisis.

The assessment word count will be 3,500 words in total:
Assessment 1: Crisis management plan 1,500 words
Assessment 2: Crisis debate report 2,000 words