Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Crisis Communications
Module Code	CM596
School	DCUBS
Online Module Resources
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

To provide students with:An understanding of the need for effective communication in an emergency;The skills necessary to communicate effectively with the media, with other agencies and within their organisation.

Learning Outcomes

1. Identify communication priorities in managing a crisis situation;
2. Evaluate media coverage of a crisis;
3. Contribute effectively to their organisations communications strategy;
4. Develop and implement a crisis communications strategy;
5. Develop and manage effective internal communications;
6. Develop and manage effective relationships with journalists;
7. Deal effectively with impromptu media queries;
8. Communicate key messages in concise and effective manner;
9. Have an awareness of interview techniques.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	10	Instruction element of in-class sessions
Seminars	15	Workshop element of in-class sessions
Assignment	8	Case Study Assignment
Assignment	8	Group Project
On-line learning	24	Use of course-related material on Moodle
Independent learning	60	General research and reading
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Communications Planning.
Communications in the pre-crisis, crisis and post-crisis / continuity periods of a crisis..

Communications Strategies.
Crisis communications & communication management strategies..

The Communications Plan.
Preparing a crisis communications plan..

Internal Communications.
Effective internal communications..

Publics and Stakeholders.
Identifying - and planning for - all the publics of an organisation..

News Media Priorities.
Understanding the priorities of the media in a crisis or emergency..

Managing Media Relations.
Creating, maintaining and developing relatinoships with the media..

Ethics.
Ethics of communications and the media.

Case Studies.
Case studies in emergency communications..

Presentation & Interview Skills.
Presentation skills and interview techniques for media relations..

Press Releases.
Press / media releases and media conferences..

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Essay	Crisis Communications Case Study	60%	Week 6
Practical/skills evaluation	Crisis Communications Simulation Exercise	40%	Sem 1 End

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Carty, F. X. (Ed): 1995, From John Paul to Saint Jack, Public Relations in Ireland, Able Press, Dublin,
Cutlip, Scott & Center, Allen: 2006, Effective Public Relations, 9th edition, Prentice-Hall, New Jersey,
Czarnecki, Al: 2007, Crisis Communications: A Primer for Teams,, iUniverse, Lincoln, NE,
Devlin, Edward S.: 2006, Crisis Planning Management & Execution, Auerbach,
Fernandez, L. & Merzer, M.: 2003, Janes Crisis Communications Handbook, Jane's Information Group, Surrey,
Gillis, Tamara (Ed): 2006, IABC Handbook of Organisational Communication, Jossey-Bass, Hoboken, NJ,
Gunning, Ellen: 2007, Public Relations – a practical approach, 2nd edition, Gill & McMillan, Dublin,
Jefkins, F.: 2001, Public Relations Techniques, 2nd edition, Buttersworth Heinemann, Oxford,
Millar, Dan P. & Smith, Larry L.: 2002, Crisis Management and Communication, International Association of Business Communicators, San Francisco,
Noll, A. Michael (Ed): 2003, Crisis Communications: Lessons from September 11th, Rowman & Littlefield Publishers, Lanham, MD,
Potter, Lester R.: 2001, The Communication Plan, International Association of Business Communicators, San Francisco,
Smith, Pamela & Mounter, Lynn: 2005, Effective Internal Communication, Kogan Page, London,