The course introduces the main tools of crisis communication used by PR professionals when disseminating information, but also by members of local government or the integrated rescue system during emergencies and in contact with the target group. The course guides students to respect the ethical principles that are a prerequisite for effective and "sustainable" contact between partners. Course structure 1. Introduction: basic background, crisis communication tools in a broader context, internal and external public, direct and indirect communication. 2. Target groups and specific audiences. 3. General principles of crisis communication formulation: basic principles, clarity, consistency, speed, window of opportunity, golden hour, flash, examples, activity, stealing the thunder, filling the silence, responsiveness, accountability, empathy, transparency and truthfulness, common mistakes. 4. Advantages and disadvantages, types and forms of texts, formality, scope and layout, content, linguistic and stylistic accuracy, grammatical correctness 5. Press conference: advantages and disadvantages, preparation, principles of presentation, practical tips. 6. Personal relations, lobbying. 7. Websites: the continuing importance of the web as a vital information resource, crisis web, content and formality. 8. Social networking: social networking as a social phenomenon, impacts, positives and negatives of using social networking, its use in emergencies, use of social networking in 9. Reputational crisis and crises arising on social networks. 10. Crisis advertising: nature, advantages and disadvantages, practical examples, advertorial. 11. Applied ethics of information sharing. 12. Technological society and propaganda. 13. Dialogic paradigm.
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The student organizes his/her studies based on the distance support, i.e. study materials and instructions in the LMS; he/she participates in the webinars and completes continuous short tests (approximately 4). Requirements for students: active participation in the class, passing the final exam. Compulsory 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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