The course introduces the main tools of crisis communication used by PR professionals when disseminating information, as well as by local government representatives and members of the integrated rescue system during emergencies and when communicating with target audiences. The course guides students to adhere to ethical principles, which are an essential prerequisite for effective and ?sustainable? interaction between partners. Course Structure Introduction: basic foundations, crisis communication tools in a broader context, internal and external publics, direct and indirect communication. Target groups and specific audiences. General principles of formulating crisis messages: basic rules, clarity, consistency, speed, window of opportunity, golden hour, flash, examples, activity, stealing thunder, filling the silence, openness, responsibility, empathy, transparency and truthfulness, common mistakes. Press release: advantages and disadvantages, types and forms of texts, formal requirements, scope and editing, content requirements, linguistic and stylistic accuracy, grammatical correctness. Press conference: advantages and disadvantages, preparation, principles of public speaking, practical tips. Personal relationships, lobbying. Websites: the continuing importance of websites as a key source of information, crisis websites, content and formal principles. Social media: social media as a social phenomenon, impacts, pros and cons of using social media, their role in emergencies, use of social media in crisis situations. Reputation crises and crises emerging on social media. Crisis advertising: essence, advantages and disadvantages, practical examples, advertorial. Applied ethics of information sharing. Technological society and propaganda. Dialogical paradigm.
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Requirements for students: active participation in classes, completion of the final exam. Required reading: HEJLOVÁ, Denisa. Public relations. Praha: Grada, 2015. ISBN 978-80-247-5022-4. TOMANDL, Jan; ČUŘÍK, Jaroslav; MARŠOVSKÁ, Kristýna a FOJTOVÁ, Tereza. Krizová komunikace: principy - zkušenosti - postupy. Promedia. Brno: Masarykova univerzita, 2020. ISBN 978-80-210-9636-3. VYMĚTAL, Štěpán. Krizová komunikace a komunikace rizika. Praha: Grada, 2009. ISBN 9788024725109. Recommended reading: ANTHONISSEN, Peter. Crisis Communication: Practical PR Strategies for Reputation Management & Company Survival. London: Kogan Page Publishers, 2008. ISBN 9780749455538. ANTUŠÁK, Emil. Krizový management: hrozby - krize - příležitosti. Praha: Wolters Kluwer Česká republika, 2009. ISBN 978-80-7357-488-8. ANTUŠÁK, Emil a VILÁŠEK, Josef. Základy teorie krizového managementu. Praha: Univerzita Karlova v Praze, nakladatelství Karolinum, 2016. ISBN 978-80-246-3443-2. COOMBS, W. Timothy. Ongoing Crisis Communication: Planning, Managing and Responding. 4. vyd. Thousand Oaks: Sage Publications, 2015. ISBN 978-1-4522-6136-2. COOMBS, W. Timothy a HOLLADAY, Sherry. The Handbook of Crisis Communication. Hobo- ken: Wiley, 2012. ISBN: 9781444361902.
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