Strayer University
MBA PROGRAM
Course Code: BUS 300
Public Relations
Crisis Communication
Crisis communication is a vital aspect of the field of public relations (PR), and it plays a
significant role in PR education. In a public relations course, students typically learn about crisis
communication as it relates to managing and mitigating communication challenges during a
crisis or emergency situation. Here are some key aspects of crisis communication in the context
of a PR course:
Definition of Crisis Communication: Students learn what constitutes a crisis in the
context of public relations. A crisis is typically defined as any situation that threatens an
organization's reputation, operations, or bottom line. This can include natural disasters,
product recalls, financial scandals, data breaches, public safety incidents, and more.
Crisis Communication Plans: Students are taught how to develop crisis communication
plans. These plans outline the strategies and tactics an organization will use to
communicate with various stakeholders (e.g., employees, customers, media, the public)
during a crisis. Plans often include pre-drafted messages, designated spokespeople, and
communication channels.
Key Principles: Students are introduced to key principles of crisis communication,
including transparency, honesty, timeliness, and empathy. They learn that effective crisis
communication involves acknowledging the issue, taking responsibility, and showing a
commitment to resolving the crisis.
Stakeholder Engagement: Crisis communication emphasizes the importance of engaging
with stakeholders during a crisis. Students learn how to identify and prioritize
stakeholders, how to communicate with them, and how to address their concerns and
questions.
Media Relations: Crisis communication often involves dealing with the media. PR
courses teach students how to work with journalists, prepare press releases and
statements, and conduct press briefings or interviews during a crisis. Managing media
coverage is a crucial aspect of reputation management.
Social Media and Online Reputation Management: In the age of social media, students
learn how to manage crises on digital platforms. This includes monitoring social media
channels, responding to online conversations, and using social media to disseminate
information and updates.
Case Studies: Students study real-world case studies of crises and how organizations
handled them. These case studies provide valuable insights into both effective and
ineffective crisis communication strategies.
