Crisis & Reputation Management

This course equips students with strategic frameworks and practical tools to anticipate, plan,
navigate, and recover from organizational crises while protecting and rebuilding reputation.
Students examine crisis theories, stakeholder communication strategies, the role and intersection
of traditional and digital media, case studies, and the use of artificial intelligence (AI) in crisis
situations.
Students acquire the skills to plan, craft strategic crisis messages and deploy them effectively
through both traditional media channels (press releases, media interviews, broadcast statements)
and digital platforms (social media, organizational websites, email communications. Through the
study of crisis scenarios and case study analysis, students develop a crisis communication plan,
including real-time decision-making activity under pressure, and measurement of reputational
impact and recovery.
Continuing Education Units (CEU) : 0

You'll walk away with

• By the end of this course, students will be able to:
• ⿏ Identify warning signs and develop proactive crisis preparedness plans for diverse
• organizations.
• ⿏ Develop and execute effective crisis response strategies across multiple stakeholder
• groups and communication channels.
• ⿏ Apply ethical frameworks to complex crisis decision-making scenarios.
• ⿏ Analyze the relationship between organizational actions, communication choices, and
• reputational outcomes.
• ⿏ Develop and implement reputation monitoring and recovery strategies.
• ⿏ Evaluate crisis communication performance using established frameworks and metrics.