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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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This course introduces students to the basic rules and principles for preparing potential information strategies in crisis situations. It teaches students how to analyze situations to determine the right timing for initiating information sharing within a crisis strategy, how to structure an effective crisis team, and the role of the crisis communicator within it. During the course, students are introduced to a model information strategy and its associated processes. Students will learn to apply crisis procedures with appropriate timing and to use tools for a crisis information strategy. Through a series of case studies, they will examine crises that were both successfully and unsuccessfully communicated in the past. Students will become familiar with crisis manuals and learn how to create a crisis manual themselves. Throughout the semester, students will practice a crisis information strategy using a model scenario, understanding what precedes a crisis and learning how to respond effectively. Additionally, they will acquire methods for restoring the reputation of a company, organization, office, brand, or individual once the crisis has passed. Course structure: Beginning of an information strategy and the crisis lifecycle DEAL, DIMINISH, and DENY strategies Information sharing strategies ? what to do and when Problem analysis ? steps in a crisis information strategy Crisis team ? decision-making and message preparation Specifics of crisis information strategy tools ? case study Crisis manual ? structure and use Crisis simulation ? specifics of target audiences Rules for contacting other partners Practical examples ? preparing a crisis information strategy Practical examples ? scheduling an information strategy Practical examples ? examples of good and poor practice in strategy management
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Learning activities and teaching methods
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unspecified
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Learning outcomes
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Prerequisites
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unspecified
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Assessment methods and criteria
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unspecified
Student requirements: active participation in class and completion of the final exam. Required reading: 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. Recommended reading: 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. Hoboken: John Wiley, 2012. ISBN: 9781444361902. HEJLOVÁ, Denisa. Public relations. Praha: Grada, 2015. ISBN 978-80-247-5022-4. VYMĚTAL, Štěpán. Krizová komunikace a komunikace rizika. Praha: Grada, 2009. ISBN 978-80-247-2510-9.
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Recommended literature
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