Topic | Name | Description |
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Course Introduction |
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1.1: What Is Crisis Communication? | Watch this brief video on how crisis communication is viewed from a business perspective. In this video, Rick Kelly, Director of Crisis Communications at Triad Strategies, defines crisis communication and discusses the importance of developing a crisis communications plan. |
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Read this article for an overview and definition of crisis communication and crisis communication management. This article also addresses reasons why crisis communication is important. Note that it is not necessary to read the other chapters referenced and linked in this article. |
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1.2: Types of Crises | Read the "Types of Crises" section of this article, stopping at "Crisis Leadership". This section will help you understand the various types of crises that can occur and that should be considered and customized for various organizational crisis management planning. |
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1.3: Crisis Management Stages | Watch this video presentation for a better understanding of crisis communication as a business or organization problem. In particular, note the stages of crisis communication. |
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1.4: Four Types of Crisis Response | Read this article to learn how the four types of corporate crisis responses affect the perception of the company and the CEO differently. |
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1.5: The Evolution of Using Social Media in Disaster Response | Read this article to learn about how social networks have changed everything in public relations. The materials in this subunit will help prepare you for Unit 3. |
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Read this article and watch the embedded video to learn about social media's growing application for disaster response. |
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Read this document for an introduction to social media strategy that has application to both non-profit and other organizations. |
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2.1: How to Prepare for a Crisis: Crisis Communication Plan | Read this section to learn the steps for crisis planning. Be sure to take notes as you read. Pay special attention to real-world crisis events, including Wendy's handling of a woman's claim of finding a fingertip in her bowl of chili. Another example discussed in this section is BP's oil rig explosion in the Gulf Coast and how CEO Tony Hayward responded. Complete exercise 2 (AACSB) Analysis. This exercise requires you to role play as the CEO of a large company and to write the core values you would want the employees of your company to demonstrate. Post your response to the exercise to the PRSM107 Course Discussion Forum as well as review and respond to one or two other students' posts. |
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Watch this video to learn the basics of a crisis communication plan approach for business and organizations. |
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After you have studied the materials in this subunit, consider the following prompts. Post your written response for these prompts to the course discussion forum. Make sure to review and respond to at least one or two other students' posts.
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2.2: What Is a Crisis Management Team (CMT)? | Read the first six sections of this article, stopping at "Pre-draft Messages", for an overview of crisis management teams. |
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2.3: Case Study: How Does FEMA's Think Tank Operate? | Read this article to get a basic understanding of how the Federal Emergency Management Agency uses the think tank forum to enhance the overall effectiveness of its crisis response operations. |
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Listen to this audio recording of part of FEMA's think tank conference call on February 6, 2013. Also, download the transcript of the full conference call, and skim the transcript for an overview of this session. This audio recording provides a sample of what goes on in this type of meeting. The topic focuses on innovations and solutions to emergency management. |
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2.4: Your Role in Crisis Management | Read the article, beginning at "Pre-draft Messages" through "Table 8 Post-Crises Best Practices" to get a better understanding of your role as a public relations specialist in helping your organization use best practices during a crisis and in crisis management. This article is also an effective lead into the next subunit, "Dealing with News Media". |
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2.5: Dealing with News Media | Read Section 4 of Chapter 17 to refresh your understanding of the importance of always adequately preparing for news media encounters regardless of the format and whether you are communicating during a crisis situation or non-crisis situation. After reading about press conferences, complete the exercise at the end of the section. For this exercise, you will select one scenario based on your birth month. Then, you will write a prepared statement that responds to at least five questions related to who, what, when, where, how, and why regarding the scenario. Post your written response to the PRSM107 discussion forum as well as review and respond to one or two other students' posts. |
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After reviewing the course materials in this unit, consider the following questions. Post your written response to the PRSM107 Course Discussion Forum. Make sure to review and respond to at least one or two other students' posts.
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3.1: Why Social Media Is Useful During a Crisis | Read this section to learn how trends in social media affect the availability, use, and appeal of social media as effective communication during a crisis. |
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Read this article, which discusses the benefits of using social media, such as Twitter, during a crisis. |
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3.2: The Risks of Using Social Media | Read this article, which provides insight into company losses that occur from social media mishaps and security breaches. This article should get you thinking about the inherent risks businesses assume when they incorporate social media into their day-to-day operations. |
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Read this article to learn how to avoid social networking risk that could interrupt and compromise your Internet and social media channel services. |
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3.3: Social Media Marketing | Watch this video to learn emerging best practices for reaching and engaging blogger, reporters, and other influencers to target your messages. |
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Read this section and complete exercise 2. This exercise highlights one of Procter & Gamble's most successful social media campaigns. It features former NFL wide receiver Isaiah Mustafa, who points out the power of wearing Old Spice aftershave. For your convenience, you may find the article with embedded videos for this exercise below. |
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Read this article and view the embedded videos as part of exercise 2. |
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3.4: Effective Use of Social Media | Read this article to learn how a government agency used a contest to conduct a social networking experiment to show how quickly large groups can be mobilized in support of a cause. |
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Watch this video, which illustrates how a government agency in Australia has effectively integrated social media into emergency service procedures. |
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4.1: What Type of Information Does a CCP Contain? | ![]() |
Study this document to learn what a CCP is and to understand what a complete and detailed crisis communication plan might look like, depending on the nature of the organization or company. |
4.2: How to Design a Crisis Communication Plan | Read this section to learn about what type of information to include when developing a CCP. This section includes a checklist for designing an effective crisis communication plan and reviews the characteristics of a crisis communication team. Answer the questions for exercises 2 and 5. Post your response to the PRSM107 Discussion Forum, and review as well as respond to one or two other students' posts. Also respond to the following prompt on the forum: Outline the media plan you would need if your technology business office headquarters that housed 1,500 employees was damaged during a natural disaster such as a hurricane. What considerations would you need to have planned and coordinated in advance to have an alternate media center or location for media to gather while covering the news of the hurricane disaster damage to your office headquarters? |
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Study these slides on 11 steps to developing a digital communication plan. Compare and contrast these steps to the earlier more traditional print formatted crisis plan. |
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4.3: Testing a Crisis Communication Plan | Read this article to learn how tabletop exercises are used to test crisis communication plans. This article illustrates three scenarios:
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5.1: Practice Writing Key Messages that Tell Your Company's Story | Read Chapter 1 for a case study about how negotiations broke down and led to UPS employees going on strike. This chapter will help you understand the importance of developing message strategies and how to develop them for crisis management. |
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Read this article on message strategy. This article will help you understand the importance of developing message strategies and how to develop them for crisis management or marketing. This article includes a position statement and three supporting points. |
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Practice writing three key messages about your favorite organization. Post your messages to the PRSM107 Discussion Forum, and review as well as respond to one or two other students' posts. As you respond to other students, consider which message is the most effective, and why. Consider the following prompts. Post your written response to these prompts on the PRSM107 discussion forum. Make sure to review and respond to at least one or two other students' posts.
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5.2: Incorporate Key Messages Using Online and Traditional Media Tools | Read these three articles to better understand your role with news media, what you can do to achieve an effective working relationship with the media, and tips for using traditional and new media. |
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5.3: Help Management to Communicate Truthful Messages | Read this article, which explains what happens during a crisis, how to plan for a crisis, and how to use the ICE method to guide the actions of management and the crisis response team. |
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Read this article, which will provide you with guidelines for ensuring management is ready to handle a crisis and also outlines specific business ethics that should be followed to ensure truthful disclosures. |
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5.4: Communicate to Various Stakeholder Groups | Read Chapter 7, which defines and prioritizes stakeholders and publics. |
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