AMU3008 · Surviving the storm: Strategic crisis management and communication

Overview

In today's fast-paced and unpredictable world, organizations across all sectors face the constant possibility of crises. In such situations, the role of strategic public relations becomes even more critical, as effective communication and reputation management can determine the success or failure of a crisis response. In this unit you will undertake a comprehensive and practical exploration of crisis management, examining the theoretical foundations and, strategic frameworks, and developing hands-on skills needed to anticipate, manage, and mitigate crises effectively. You will explore key areas such as risk assessment, crisis communication, media relations, and the impact of emerging technologies like AI and digital media. You will learn via an immersive, hands-on approach, integrating real-world case studies, interactive simulations, and practical exercises. By the end of the unit, you will be ready to lead crisis responses with confidence, protect an organization’s reputation, and adapt to rapidly changing media landscapes.

Areas of study: Strategic public relations

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. identify various crisis typologies, their impact on organizations, and apply key principles of crisis management, risk assessment, and communication strategies to real-world situations;
2. analyse real-world crisis case studies and evaluate the effectiveness of various crisis response approaches;
3. apply key crisis communication theories (e.g., Situational Crisis Communication Theory, Image Repair Theory, Contingency Theory) to develop and assess effective crisis response strategies;
4. apply risk assessment tools to identify, analyse, and respond to potential threats, ensuring effective crisis prevention and mitigation;
5. work as a team to create a crisis communication plan and deliver a strategic response for real or simulated crisis scenarios, incorporating collateral crisis communication materials;
6. demonstrate crisis spokesperson skills through media training, strategic messaging, and effective crisis communication.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.