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Lecturer(s)
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Kučmáš Jan, Mgr.
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Sedláková Renáta, doc. Ph.D.
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Course content
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The course introduces students to the fundamental principles and core concepts of developing communication strategies for crisis situations. Students learn how to analyse a crisis in order to determine the appropriate timing for initiating communication, how to establish and organise an effective crisis management team, and the role of the crisis communication manager within that team. Throughout the course, students are introduced to a model crisis communication strategy and the processes involved in its implementation. They learn to apply crisis communication procedures, including their appropriate timing, and to use the principal tools of crisis communication effectively. The course incorporates a range of case studies illustrating both successful and unsuccessful crisis communication practices from real-life situations. Students become familiar with crisis communication manuals and learn how to develop their own crisis communication manual. During the semester, they apply the acquired knowledge in a simulated crisis scenario, gaining practical experience in recognising the warning signs preceding a crisis, responding effectively during the crisis, and restoring the reputation of a company, organisation, public institution, brand, or individual once the crisis has subsided. Course Outline Introduction to crisis communication strategy and the crisis life cycle DEAL, DIMINISH, and DENY communication strategies Information-sharing strategies: what to communicate and when Crisis analysis and the crisis communication planning process The crisis management team: decision-making and message development Crisis communication tools: case studies Crisis communication manuals: structure and practical application Crisis simulation and communication with different target audiences Communication with stakeholders and external partners Practical examples: developing a crisis communication strategy Practical examples: planning and scheduling crisis communication Practical examples: best practices and common failures in crisis communication strategies Seminar Programme Block 1 (First Friday) Lecture: Crisis Information Strategies Lecture: Analysis in Crisis Communication Practical session: Crisis communication analysis (alternating between individual group work and plenary discussion) Block 2 (Second Friday) Lecture: Strategy in Crisis Communication Lecture: PR and Crisis Communication Texts Practical session: Developing a crisis communication strategy Practical session: Preparing crisis communication texts Block 3 (Third Friday) Lecture: Working with Journalists and Social Media in Crisis Communication Practical session: Preparing crisis communication texts Practical session: Media interview simulations for crisis communication
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Learning activities and teaching methods
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Lecture, Dialogic Lecture (Discussion, Dialog, Brainstorming), Group work
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Learning outcomes
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Upon successful completion of the course, students will be able to: * apply established best practices in crisis communication and information sharing; * develop an appropriate crisis communication strategy within a limited timeframe and under pressure; * implement a crisis communication strategy from its initial planning through to its successful execution as members of a crisis management team.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Written exam
Student requirements: active participation in class and completion of the final exam.
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Recommended literature
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COOMBS, W. Timothy a HOLLADAY, Sherry. (2012). The Handbook of Crisis Communication. Hoboken.
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COOMBS, W. Timothy. (2015). Ongoing Crisis Communication: Planning, Managing and Responding. 4. vyd.. Thousand Oaks.
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HEJLOVÁ, Denisa. (2015). Public relations. Praha.
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TOMANDL, Jan; ČUŘÍK, Jaroslav; MARŠOVSKÁ, Kristýna a FOJTOVÁ, Tereza. (2020). Krizová komunikace: principy, zkušenosti, postupy.. Promedia. Brno.
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VYMĚTAL Š. (2009). Krizová komunikace a komunikace rizika.. Praha.
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