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Keeping your head when everyone around you is losing theirs is easy when you have a system to plan for the worst, and you also have a template for how to communicate. It's also a sought-after public relations skill that can be learned, and a highly desirable addition to your professional skill set. This course works through the processes and planning for successfully steering your organisation through an issue or crisis that threatens its future. The planning process you will learn in this course builds on the frameworks you covered in first year and carries through to your campaign planning work in third year. The messaging techniques you learned in other second year courses will be reinforced, enhancing your job-readiness.

You will investigate the knowledge and frameworks that will enable you to plan for and communicate through issues and crises that have potential to damage the organisation you work for. It provides you with an ethical foundation to avoid a `spin' approach to communicating out of trouble, and instead employ a genuine stakeholder relationships approach to ensure your organisation's stakeholders can make informed decisions during the issue or crisis. You will learn how to plan the response relevant to the circumstances, develop the organisation's written and spoken response, and to prepare your senior management team for genuine and credible communication with stakeholders. You will also examine scenario planning to ensure your organisation is ready, and crisis recovery communication.

On successful completion of this course students should be able to:

1. Identify and apply the core elements of crisis sensing and intelligence gathering;
2. Apply problem-solving skills by using theory to diagnose and deal with a crisis, and suggest ways to prevent an issue from developing into a crisis;
3. Use academic and professional literacy skills to critically analyse and evaluate existing crisis and issues management approaches;
4. Identify the type of issue or crisis that is manifesting, and develop the appropriate communication response;
5. Construct and implement issues management and crisis communication plans;
6. Apply knowledge of the importance of stakeholder relationships to effectively manage crises and issues;
7. Apply written communication skills appropriate to the discipline by preparing and submitting a crisis management plan and scenario;
8. Develop a crises communication plan and issue key messages appropriate to certain target publics