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Lecturer(s)
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Kučmáš Jan, Mgr.
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Sedláková Renáta, Mgr. Ph.D.
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Course content
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The course introduces students to the basic rules and axioms of preparing possible strategies for informing in crisis situations. It teaches learners how to analyse to identify the right time to initiate information sharing in a crisis strategy, how to set up an appropriately structured crisis team, and the role of the crisis communicator. In the course of the study, learners are introduced to a model information strategy and its associated processes. Learners are then able to apply crisis procedures and their appropriate timing, as well as to use tools for crisis information strategy. A number of case studies will present crisis situations that have been 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 test a crisis information strategy on a model situation, recognize and understand what precedes a crisis, and learn how to respond to a crisis. In addition, they will become familiar with and learn procedures for restoring the reputation of a company, organization, office, brand or person after the crisis has subsided. Course structure: 1. The beginning of an information strategy and the life cycle of a crisis 2. DEAL, DIMINISH and DENY strategies 3. Information sharing strategies - what to do and when 4. Problem analysis - crisis information strategy procedure 5. Crisis team - decision and message preparation 6. Specifics of crisis information strategy tools - case study 7. Crisis manual structure, its use 8. Crisis simulation, specifics of target groups 9. Rules of contact with other partners 10. Practical examples - preparation of a crisis information strategy 11. Practical examples - timetable for information strategy 12. Practical examples - examples of good and bad 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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- Learners will learn how to use best practices for information sharing in crises. - They will be able to set up an appropriate crisis information strategy at short notice and under pressure. - They will be able to execute a communication strategy from inception to completion within a crisis team.
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Prerequisites
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unspecified
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Assessment methods and criteria
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unspecified
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: 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. Reccomended 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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