General Information
Crisis and risk communication are major disciplines of public relations practice and essential skills in business management. Identification and management of emerging issues that could threaten an organisation and strategic preparation for crises are recognised as key to preventing corporate disasters and effectively dealing with them when they arise. Students who successfully complete this subject, which draws on theory, leading-edge practice and worldwide case studies, will be able to identify and manage emerging issues, implement effective risk communication strategies and prepare crisis response plans for an organisation.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR13-313 Subject title: Crisis Communication Subject level: Undergraduate Semester/Year: May 2018 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Lecture: x12 (Total hours: 24) - Weekly Lecture
- Tutorial: x12 (Total hours: 12) - Weekly Tutorial
Attendance and learning activities: Each week, in lectures and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their participation portfolios through this activity ready to submit at the end of semester. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is having all assigned readings completed and scanning media for topical examples before each weekly lecture is needed for understanding lecture material, participating in group activities and peer review. -
Resources
Prescribed resources: Books
- Robert R. Ulmer,Timothy L. Sellnow,Matthew W. Seeger (2014). Effective Crisis Communication. 3rd, SAGE 272
iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | PUBR13-313 |
| Subject title: | Crisis Communication |
| Subject level: | Undergraduate |
| Semester/Year: | May 2018 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Each week, in lectures and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their participation portfolios through this activity ready to submit at the end of semester. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is having all assigned readings completed and scanning media for topical examples before each weekly lecture is needed for understanding lecture material, participating in group activities and peer review. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Pre-requisites:Co-requisites:There are no co-requisites |
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| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
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| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Computer-Aided Examination (Closed) n/a 30.00% Final Examination Period 1,2,3,4 Analysis Issues case study report 20.00% Week 7 1,2,3,4 Written Proposal Crisis communication - oral presentation and written report (group) 30.00% Week 11 1,2,3,4 *Class Participation Participation portfolio 20.00% Ongoing 1,2,3,4 - * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Computer-Aided Examination (Closed) | n/a | 30.00% | Final Examination Period | 1,2,3,4 |
| Analysis | Issues case study report | 20.00% | Week 7 | 1,2,3,4 |
| Written Proposal | Crisis communication - oral presentation and written report (group) | 30.00% | Week 11 | 1,2,3,4 |
| *Class Participation | Participation portfolio | 20.00% | Ongoing | 1,2,3,4 |
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
Subject curriculum
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Week 1: Introduction to risk, issues, crisis and recovery
This week introduces the concepts of risk, issues, crisis and recovery. Assessment and key aspects of the semester's work will also be discussed.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
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Week 2: Risk, stakeholder and relationship management
This week we delve further into risk: identifying risk; classifying risk; and the public relations role in communicating risk. We also introduce stakeholder and relationship management.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
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Week 3: Issues lifecycle and management
This week, the focus is on issues and managing issues: identifying issues; analysing issues and their lifecycle; and managing issues once they emerge.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
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Week 4: Crisis communication plans
The focus this week is on prevention and planning for crises. To do this we will consider: crisis management and the role of crisis communication; preparing, practicing and implementing crisis communication plans.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
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Week 5: Dealing with crises - Part 1: effective crisis communication
The next three weeks delve into dealing with crises. This week the focus is on effective crisis communication including: when an issue becomes a crisis; lessons and case studies on effective crisis communication; and communication before, during and after the crisis.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
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Week 6: Dealing with crises - Part 2: managing uncertainty
The focus this week is on the role of crisis management teams and managing uncertainty in crisis situations including turning uncertainty into opportunity through exploring multiple case studies.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
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Week 7: Dealing with crises - Part 3: effective leadership
In this third week of looking in depth at dealing with crises from a communication perspective, we focus on effective leadership: lessons and case studies on effective leadership during a crisis; styles of leadership for different situations; and communication obligations for leaders.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
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Week 8: Traditional and social media during crises
The focus this week shifts to working with mainstream and social media during a crisis: What does media expect from crisis communicators? How can social media enhance or detract from the crisis communication response? How to plan media responses in advance of crisis?
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
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Week 9: Post crisis - recovery and opportunities
This week we move to post crisis considering questions: When is the crisis over? How do organisations learn from failure? and how can organisations achieve renewal through effective communication?
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
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Week 10: Ethics and law in crisis
In every crisis situation there will be key considerations of law and ethics. This week we look at the implications for communicators.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
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Week 11: Group crisis presentations
This week each team will present its crisis communication plan during the lecture.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.
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Week 12: Semester review and exam preparation
This week we will review the semester content including examples and case studies. Information on the end of semester exam will be discussed.
SLOs included
- Identify, understand and evaluate concepts of issues, risk and crisis communication.
- Understand the role of crisis communication within the context of crisis management in industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Analyse, develop and implement communication strategies, including media and social media, to address organisational issues and crises.