PR 115 - Crisis Communication and Reputation Management
Semester Hours: 3
This course provides students with a comprehensive understanding of the strategies, tools and techniques for successful reputation management and communication during crises. The course focuses on the planning and management involved in successfully creating and maintaining a positive public image in good times and in times of crisis. Students will develop strategies to create and implement a reputation management plan, learning how to effectively and proactively use traditional and social media to disseminate and manage messages that produce and reinforce reputation. Students will examine successful and poorly executed crisis communication strategies and learn how to best handle negative publicity, recognizing the potential power of emerging technologies.
The course also examines emerging developments in reputation management and crisis communication, including the increased expectation for businesses to articulate public stances on social issues, employee and endorser criticism for such stances, and fake news.
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