In this unit you will learn how to manage communication in a time of crisis, and how to manage issues and stakeholders to reduce the chance of a crisis occurring in the first place. In a world where everyone has a platform, understanding how to manage reputation has never been so important. From implementing strong organisational values and assessing risks, to analysing sentiment, constructing a strategy and delivering key messages on earned and owned media; this unit will teach you how to communicate with care and conviction around issues, reputation and crises.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Advocate for the importance of ethics, values and good governance in responding to issues and dealing with crises;
2. Evaluate risks and develop strategies to minimise their impact;
3. Analyse public sentiment and develop effective messaging for internal and external stakeholders; and
4. Create a communication strategy for a crisis situation.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - take pride in their professional and personal integrity
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - be self-aware
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
3. UC graduates are lifelong learners - evaluate and adopt new technology

Prerequisites

Must have passed 36 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

9038 Public Relations Strategy: Issues and Crisis Management

Assumed knowledge

None.