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Crisis Communication for Public Relations Professionals

Code: HPPR480
Apply this course towards: Crisis Communication for Public Relations Professionals, Public Relations

Course description

Note: this course is our new Micro-certificate in Crisis Communication for Public Relations Professionals, which can also be applied as an elective in the PR diploma program. Please view the micro-certificate page for more information about this program. 

In a time characterized by 24-hour news cycles and unparalleled interconnectivity, preserving reputations has become more crucial than ever. When crises emerge, preparation is the key to an effective response. Crisis Communication for Public Relations Professionals is designed for communicators seeking to enhance their skills by providing them with the expertise to develop, implement and assess robust crisis communication plans.

Exploring crisis communication theories and real-world case studies, participants will learn to navigate the complexities of crisis preparation, craft narratives for tumultuous times, ready spokespersons, effectively engage with media and social platforms, and maneuver through the post-crisis landscapes. 

You will learn the following topics in this online course:

  • predicting and preparing for a crisis
  • crisis vulnerability analysis
  • best practices for developing an effective crisis communication plan
  • assembling a crisis communication team
  • spokespersons and leadership
  • crisis communication theories
  • crisis responses
  • ethics of crisis communication
  • media and crisis
  • crisis communication evaluation strategies

You will be guided by a subject matter expert who will facilitate your learning during the entire 12-week course.

Learning objectives

Upon successful completion of this course, you will be able to:

  • determine what constitutes a crisis and how it is distinct from day-to-day issues
  • identify a proactive approach to crisis management
  • choose strategies for effective crisis communication relevant to your industry or organization
  • create, implement and evaluate an effective crisis communication plan that supports an organization’s mission and vision

Registration details

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Info you should know:

Continuing Studies statement on use of educational technology

This course will require the use of Zoom and may use other education technology such as internet-based applications, cloud services, or social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the Division of Continuing Studies to explore other privacy protective options (such as using an alias or nickname).