General Information
In business management and public relations practice, knowledge of and expertise in crisis and risk communication are essential. Keys to prevent organisational disasters and effectively deal with them identifying and managing issues that could threaten an organisation and are strategically preparing for crises before they happen. In this subject, you will learn, apply, synthesise, and critically reflect on theory in issues management, crisis communication, image repair, and organisational renewal to highlight best-practice through worldwide case studies. Through this subject, you will develop an advanced and integrated understanding of how to identify and manage emerging issues, implement effective risk communication strategies, and prepare and implement crisis response plans for organisations.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR71-313 Subject title: Crisis Communication Subject level: Postgraduate Semester/Year: May 2022 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
- Personal Study Hours: x12 (Total hours: 84) - Recommended study hours
Attendance and learning activities: Students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Prepared attendance, that is having all assigned activities and readings completed before each weekly class, 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 (2019). Effective Crisis Communication. 4th Ed, SAGE
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: | PUBR71-313 |
| Subject title: | Crisis Communication |
| Subject level: | Postgraduate |
| Semester/Year: | May 2022 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Prepared attendance, that is having all assigned activities and readings completed before each weekly class, 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: |
Nil |
|---|---|
| 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, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of 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 Case Analysis Students will critically analyse a current organisational issue and prepare a professional report with recommendations for best practice in issues management 30.00% Week 5 1,2,3,4 Portfolio Students will submit a portfolio of work developed each week during the semester that includes theoretical reflection on the work. 30.00% Week 10 1,2,3,4 Project Plan Students will develop an advanced crisis communication plan that demonstrates advanced and integrated understanding of theory to respond to and address an organisational crisis. 40.00% Week 12 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 |
|---|---|---|---|---|
| Case Analysis | Students will critically analyse a current organisational issue and prepare a professional report with recommendations for best practice in issues management | 30.00% | Week 5 | 1,2,3,4 |
| Portfolio | Students will submit a portfolio of work developed each week during the semester that includes theoretical reflection on the work. | 30.00% | Week 10 | 1,2,3,4 |
| Project Plan | Students will develop an advanced crisis communication plan that demonstrates advanced and integrated understanding of theory to respond to and address an organisational crisis. | 40.00% | Week 12 | 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 student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
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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Introducing risk, issues, crisis and recovery
Introducing concepts of risk, issues, crisis and recovery, along with key considerations in every crisis situation, that of ethics and law.
SLOs included
- Identify, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
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Stakeholder management
Understanding how to identify, prioritise, and work with stakeholders; and the importance of managing these relationships in issues and crises.
SLOs included
- Identify, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
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Issues and risk
Identifying, analysing, and managing issues and risk, and how these strategies factor into mitigating crises.
SLOs included
- Identify, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
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Crisis communication planning
Prevention and planning for crises is key to successful crisis management. Understanding: crisis management and the role of crisis communication; preparing, practicing and implementing crisis communication plans.
SLOs included
- Identify, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of media to address organisational issues and crises.
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Dealing with crises - Part 1: Effective crisis communication
Investigating 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, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of media to address organisational issues and crises.
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Dealing with crises - Part 2: Managing uncertainty
Understanding how to manage uncertainty in crisis situations including turning uncertainty into opportunity.
SLOs included
- Identify, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of media to address organisational issues and crises.
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Dealing with crises - Part 3: Effective leadership
Dealing with crises from a communication perspective, we focus on effective leadership: lessons and case studies on effective leadership during a crisis.
SLOs included
- Identify, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of media to address organisational issues and crises.
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Crisis communication in practice: Industry briefing
Lessons from industry professionals responsible for managing and communicating during crises.
SLOs included
- Identify, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of media to address organisational issues and crises.
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Traditional and social media during crises
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, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of media to address organisational issues and crises.
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Crisis communication workshop
Students workshop crisis communication - plans and implementation.
SLOs included
- Identify, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of media to address organisational issues and crises.
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Post crisis: Recovery and opportunities
The crisis has peaked, but there is still much to do! Moving 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, analyse, and critically reflect on concepts of issues, risk, and crisis communication.
- Analyse and critically reflect on the role of crisis communication within the context of crisis management in industry, government and not-for-profit institutions.
- Research, synthesise, and apply theoretical knowledge to analyse and develop practical solutions for current case studies.
- Demonstrate expertise in analysing, creating, implementing, and evaluating communication strategies that use a range of media to address organisational issues and crises.