Course Description:
The 24-hour news cycle, social media, and online reporting fundamentally changed how institutional leaders, executives, celebrities, politicians, and organizations address crises big and small. Effectively managing a crisis means not just employing PR strategies, but developing a comprehensive communications plan that disseminates actionable content and engages all stakeholders with equal focus across multiple and diverse networks.
This course will identify the key communication issues that must be addressed during an organizational crisis (real or imagined). We’ll examine implementation strategies to engage traditional and social media; digital networks; federal, state and local lawmakers; external and internal stakeholders; and consumers or constituents. As important, we’ll deconstruct and reinforce the personal ethics and behavior required by professionals in a crisis situation. This class uses current events, interactive discussions, real-time exercises, and engaging guest lectures to provide practical insight about effective techniques and lessons learned.
Meets Law and Ethics Requirement.
University of Washington
Department of Communication