Module Details

Module Code: MGMT B8027
Full Title: Crisis Management
Valid From:: Semester 1 - 2013/14 ( September 2013 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 7.5
Module Owner:: Paula Mullen
Departments: Unknown
Module Description: One of the most challenging aspects of public relations is handling a crisis situation. Contrary to the argument that you cannot train for a crisis, this module will explore the area of crisis PR and teach students how to ‘plan for the unexpected’ on behalf of their clients; advise on an appropriate response strategy; develop and implement an effective communication campaign during and after a crisis; and carry out a post-crisis evaluation.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Assess organisations’ responses to various types of well-known crises.
MLO2 Evaluate the long and short term reputational impact of crises on companies and individuals.
MLO3 Create a comprehensive crisis plan for various scenarios.
MLO4 Judge how to most effectively react to a crisis situation while operating within legal and ethical parameters.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
46268 PREL B8001 PR Theory 1
46741 PREL B8011 PR Planning
46743 MEDA B8005 Media Relations
46749 MGMT B8007 PR Management
49913 PREL B8001 PR Theory 1
 
Module Indicative Content
Types of Crises
• Acts of Nature • Intentional • Unintentional • Individual • Violent/Non-violent
Anticipation
• Situation analysis – procedures/practices/environment • Methods of anticipation • Importance of anticipation • Barriers to anticipation
Planning
• Crisis team – identify members, assign roles, ‘understudies’ • Communication systems – procedures, vehicles/technology, contingencies • Plan development and approval • Simulation exercises • Pre-written statements for immediate reaction
Response
• Coombs’ response strategies • Spokesperson preparation and delivery • Information flow – level of detail, frequency, accuracy • Handling panic, stress, pressure, misinformation • Handling the media • Traditional communication methods • Online communication methods
Impact
• organisation • economic • political • socio-psychological
Outcome
• Damage control • Follow-up • Evaluation • Rebuilding goodwill • Crisis plan revision
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation
 

Assessments

Full Time On Campus

Course Work
Assessment Type Project % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,2,4
Duration in minutes 0
Assessment Description
Students will be assigned a well-known crisis situation, and will research, analyse and evaluate the case under the headings of anticipation; planning; response; impact and outcome; and present their findings in the form of a written report. This is an individual project.
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 2,3,4
Duration in minutes 0
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time On Campus
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact In lectures, students will be provided with the learning framework for all key aspects of PR Crisis Management. The literature will be reviewed and discussed with key learning concepts highlighted and reinforced. Every Week 3.00 3
Directed Reading Non Contact While the lecturer will create the learning framework for this module, as a final year class, students will generate all content themselves through guided research in appropriate industry and business books and journals which are then reviewed and discussed in class. Approved texts will then be published on Moodle for all. Every Week 5.00 5
Independent Study Non Contact No Description Every Week 5.50 5.5
Total Weekly Learner Workload 13.50
Total Weekly Contact Hours 3.00
This module has no Part Time On Campus workload.
 
Module Resources
Recommended Book Resources
  • Regester, M.. (2008), Risk Issues and Crisis Management in Pubic Relations: a casebook of best practice., 4th edition. Kogan Page, London.
  • Devlin, E.S.. (2007), Crisis Management Planning & Execution, Auerbach Publications, Florida.
  • Mitroff, I., Anagnos, G.. (2001), Managing Crises Before They Happen: what every executive and manager needs to know about crisis management., AMACOM, New York.
  • Morris, T., Goldsworthy, S.. (2012), PR Today: the authoritative guide to public relations, Palgrave Macmillan, Basingstoke.
  • Walaski, P.. (2011), Risk & Crisis Communications: methods and messages., John Wiley & Sons, Hoboken, N.J..
  • Anthonissen, P.F.. (2008), Crisis Communication: practical PR strategies for reputation management and company survival., Kogan Page, London.
  • Coombs, W.T.. (2011), Ongoing Crisis Communication: planning, managing and responding, Sage Publications.
This module does not have any article/paper resources
This module does not have any other resources