PRA_450C 危機管理

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PRA_450C 危機管理

  1. 1. HONG KONG SHUE YAN UNIVERSITY BA (Hons) in Journalism and Mass Communication Course Title: Crisis Communication Course Code: PRA 450C Year of Study: 4 Number of Credits: 3 Duration in Weeks: 14 Contact Hours per Week: Lecture: 3 hours Course Aims Crisis communication is a specialist area of public relations. In the face of a crisis situation, public relations skills and techniques are particularly important. Often, they are severely tested. Unless careful public relations planning is done and quick and effective responses are made, impacts of a crisis on an organization or an individual can be drastic and fatal. This course looks into the key principles underlying crisis communication, investigating into various communication concepts and models. The course also reviews the relationship between crisis management, issues management and public relations. Ethical issues and consideration in the process of handling crisis will also be discussed. Course Objectives Upon completion of the course, students will be able to: 1. gain understanding of the concept of crisis management and issues management; 2. gain understand the role and the importance of communications and public relations during a crisis; 3. learn the skills and techniques in handling a crisis; 4. learn how to communicate during a crisis and how to employ strategies and tactics in the process. Course Outline Week Topic 1. Public relations and crisis management • Role of communication in an organization • Principles of public relations management • Communication in an era of uncertainty • Responsibility of a corporate citizen • The importance of crisis planning
  2. 2. 2. Public relations and issues management • What are issues • Importance of issues management • Steps in issues management 3. Crisis management (1) • Definition of crisis • Nature of crisis • Different types of crisis • External and internal crisis • The stages of crisis • Risk management • The myth of crisis management • Ethics and responsibility 4,5 Crisis management (2) • Crisis management theory • Key principles and thinking tools • Impacts of crisis and potential benefits of a crisis • Crisis audits and inventory • Crisis management model • Planning for crisis management • Crisis management manual • Crisis control center 6,7. Crisis communication • Decision making under crisis-induced stress • The first 24-hours • Identifying key publics • Identifying the crisis communication team and the media spokesperson • Defining communication objectives and key messages • Setting communication strategies and tactics • Internal communication program • External communication program 8,9. Working with the media during a crisis
  3. 3. • Identifying the list of media • Spokesperson • Emergency media Center • Tracking public opinion • Background information • Media relations • News release and announcements • News conferences • Media interview • Avoiding communication disaster 10,11 Recovery after crisis • Post-crisis evaluation • Post crisis communication • Recovery planning • Long-term planning and recovery strategies • Control systems • Getting on the business 12,13 Handling different types of crisis • Natural disasters • Hostile takeovers • Product Tampering crises • Financial crises • Technology crises • Conflicts • Crises of violence and terrorism • Rumours • Celebrities and crises Teaching approach: Lectures and tutorials Continuous Assessment Class performance 10% Assignments 50% Examination
  4. 4. Final Examination 40% 100% Recommended readings Barton, L. (1993). Crisis in organization: Managing and communicating in the heat of chaos. Cincinnati: South- Western Publishing. Berge, Dieudonnee ten (1990). The first 24 hours: A comprehensive guide to successful crisis communications. Oxford: Basil Blackwell. Booth, S. (1993). Crisis management strategy: Competition and change in modern enterprises. London: Routledge Capper, A., & Cunard, P. (1990) The public relations case book. London: Kogan Page. Center, A. H., & Jackson, P. (1995). Public relations practices: Managerial case studies and problems (5th ed.). Englewood Cliffs, New Jersey: Prentice-Hall. Dougherty, D. ( 1992). Crisis Communications: What every executive needs to know. New York: Walker and company Fearn-Banks, K. (2002). Crisis communications: A case book approach. Mahwah, NJ:Lawrence Erlbaum Associates. Fink, S. (1986). Crisis Management: Planning for the inevitable. New York: Amacom. Ginzberg, E., & Vojta, G. (1985). Beyond human scale: The large corporations at risk. New York: Basic Books. Gottschalk, J.A. (1993). Crisis response: Inside stories on managing image under siege. Detroit, MT: Visible Ink Press. Heath, R.L. (1997). Strategic issues management: Organizations and public policy challenges. Thousand Oaks, CA: Sage. Lerbinger, O. (1997). The crisis manager: Facing risks and responsibility. Mahwah, NJ: Lawrence Erlbaum Association. Lesley, P. (1991). Lesly’s handbook of public relations and communications. (4th ed.). Tokyo: Toppan. Macnamara, J. (2000). Jim Macnamara’s Public Relations Handbook. Melbourne: Information Australia. Marconi, J. (1992). Crisis marketing: When bad things happen to good companies. Chicago: Probus. Meyer, G.C. (1986). When it hits the fan: Managing the nine crisis of Business. Boston, Massachusetts: Houghton Mifflin.
  5. 5. Pinsdorf, M. (1987). Communicating when your company is under siege: Surviving Public Crisis. Lexington, Massachusetts: Lexington Books. Regester, M. (1987). Crisis management: How to turn a crisis into an opportunity. London: Hutchison.

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