CRISIS COMMUNICATIONS
COMM 663 M07 COURSE SYLLABUS
INSTRUCTOR’S INFORMATION
Name: Larry Jaffee
Classroom: tba
Telephone: 917-291-2488 (cell)
Email: ljaffee@nyit.edu
Office hours: 5:30-6 p.m. Fridays, by appointment
Office location: Adjunct Office, Room 1017, MC16
COURSE DESCRIPTION
An exploration of Crisis Management from the perspective of Public Relations,
this course will provide best practices on What To Do/What Not To Do, and
examine recent case studies such as “BridgeGate,” Target credit-card hack, J.P.
Morgan, Madoff, BP, Obamacare, Penn State/Sandusky, as well a historical view
of how things have changed in the past 30 years since the Tylenol recall.
Although their timing is impossible to predict, crises can and do happen, whether
they’re natural catastrophes (e.g., Hurricane Sandy, 2011 Japanese nuclear
accident); an act of terrorism (e.g., 9/11, Sandy Hook Elementary); accidental
(e.g., BP/Gulf of Mexico oil spill a/k/a Deepwater Horizon); criminal (e.g., Penn
State/Sandusky; Target credit-card hack); ill-advised executive media interview
(e.g., Lululemon); or corporate malfeasance (e.g., Enron). The best ways to
minimize fallout and handle media scrutiny will be closely examined in the class,
supported by case studies and best practices, as well as weekly guest
appearances by crisis/PR professionals, who will speak during the first hour.
COURSE GOALS
The primary goal of the class is for the student/PR professional to be proactively
prepared just in case something bad happens, and expertly handle damage
control to minimize reputation fallout.
LEARNING OUTCOMES
By the end of the course, students will:
1. • Learn about the theory and best practices associated with PR crisis
management
2. • Comprehend the role of management in preparing for and handling an
unfolding crisis in the first days, weeks and longer
3. • Recognize potential ethical and legal problems for crisis communication
managers
4. • Understand the needs of media – TV, radio, print and online – covering a
crisis
5. • Know how to successfully convey your organization’s message in time of
crisis
Upon graduation, graduate students will be able to:
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•
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Choose appropriate research techniques, analyze and interpret data and
recommend an appropriate course of action for a variety of audiences.
Demonstrate professional level production skills, incorporating emerging
technologies as appropriate.
Collaborate effectively, assuming a variety of job responsibilities, in a
professional environment.
NYIT Global Competence: Students can identify interdependencies among
cultures and are able to collaborate effectively, participating in social and
business settings globally. Upon graduation, students will be able to:
•
•
•
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Recognize the impact of the global interconnectedness of issues
processes, trends, and systems on their academic specializations
and worldviews.
Practice well-researched oral, written, visual, and digital communication in
its diverse cross-cultural forms.
Describe a complex global issue from multiple cultural perspectives and
explain how those perspectives affect the treatment of the issue.
Employ effective and appropriate interaction and teamwork with people of
different nationalities and cultures, demonstrating respect for social,
cultural, and linguistic diversity.
INSTRUMENTS OF ASSESSMENT & ASSIGNMENTS
Class assignments are designed to develop theoretical understanding of crisis
management and develop practical skills for crisis communication management.
You are expected to attend class, participate in discussions, do assigned
reading, and turn in your assignments when they’re due. Students are required
to join, monitor and discuss in class topics posted on two LinkedIn groups
focused on the topic (‘Crisis Communications’ and ‘Crisis Management’).
Students will pick a week to individually lead the class in following a LinkedIn
crisis discussion. Students also are to regularly watch TheCrisisShow.com, a
weekly web show on Wednesday nights at 7 pm.
GRADING FORMULA
Assessment Method
Percentage
Class participation • Assignments
25%
Four Quizzes (based on readings)
25%
Midterm project (team)
25%
Final Exam
25%
TOTAL
100%
POLICY FOR MAKE-UP EXAMS AND MISSED OR LATE ASSIGNMENTS
If the student has a valid excuse with proof, exams will be allowed a limited time
(to be agreed upon with the professor) to make up. Papers must be presented
within the given timeframe. Failure to follow this procedure will reflect in the final
grading of the student. There may be opportunities during the course of the
semester to earn extra credit, such as attending special seminars or webinars,
and report on the proceedings. The instructor will inform the class in advance of
such opportunities. Students will be periodically alerted about assignments via
email.
ATTENDANCE POLICY
Since this a seminar-style graduate school course, the students are expected to
rigidly attend all classes. More than 3 absences will be an automatic failure, and
tardiness will not be tolerated.
TEAM MIDTERM PROJECTS
The midterm group team project will involve role-playing, which will be analyzed
by the class. On Week 4, students will break into teams of four, and decide on a
fictional crisis in broad categories, such as natural accident; corporate
misbehavior; product recall, etc. (The instructor will approve the topic after the
group reaches a consensus). One student will act as the chief spokesperson;
one will be the company’s CEO; one will be a reporter covering the story; and
one will be serving as the inquiring public. A 15-minute, in-class presentation will
be made by each team (supplemented by a five-page written version).
4 QUIZZES, FINAL EXAM
During the semester, there will be four quizzes, based on the required readings
(text, handouts), as well as classroom discussions. The question/answer &
multiple-choice portion of the final exam will review all the material covered
during the semester and on the quizzes. As part of the final exam, you will have a
month to work on a crisis plan (based on the midterm project), as well as a week
to complete essay questions, both of which are due in printed form on May 16.
REQUIRED READING (TEXTBOOK):
Manager’s Guide to Crisis Management, Jonathan Bernstein (McGraw-Hill,
2011) ISBN 978-0-07-176849-5 (In reading assignments, book is referred to as
“Crisis”)
ENRICHMENT MATERIALS (handouts to include; others provided in class, will
be posted on BlackBoard):
Bernstein, Jonathan, “10 Steps of Crisis Communications”
http://www.bernsteincrisismanagement.com/docs/the_10_steps_of_crisis_comm
unications.html
Bernstein, Jonathan, “Trial By Media: Do’s & Don’ts”
http://www.bernsteincrisismanagement.com/docs/trial_by_media-dos_and_donts.html
Bernstein, Jonathan, “The Biggest Mistakes in Crisis Communications”
http://www.bernsteincrisismanagement.com/docs/the_biggest_mistakes_in_crisis
_communications.html
Webb, Tim, The Guardian “BP boss admits job on the line over Gulf oil spill
http://www.guardian.co.uk/business/2010/may/13/bp-boss-admits-mistakes-gulfoil-spill
Webb, Tim, The Guardian, “BP fights to stop the Gulf of Mexico spill – and
salvage its reputation”
http://www.guardian.co.uk/business/2010/may/16/bp-gulf-of-mexico-oilspill?intcmp=239
Crisis Communication Strategies, Case Study: The Johnson & Johnson Tylenol
Crisis
http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.ht
m
Burke, James, “J&J CEO Amid Tylenol Scare,” Wall Street Journal
http://online.wsj.com/article/SB1000087239639044459240457803068122479946
0.html
WITHDRAWAL POLICY
A student may withdraw from a course without penalty through the end of the 8th
week of class during a 14- or 15-week semester and through the 8th meeting
during an 8-week course cycle. After this, the student must be doing passing
work in order to receive a W grade. Students who are not passing after the 8th
week or equivalent will be assigned the grade of WF.
It is the student’s responsibility to inform the instructor of his/her intention to
withdraw from a course. If a student has stopped attending class without
completing all assignments and/or examinations, failing grades for the missing
work may be factored into the final grade calculation and the instructor for the
course may assign the grade of WF. An F is for students who have completed
the course but whose quality of work is below the standard for passing.
Withdrawal forms are available in departmental offices and once completed must
be filed with the registrar. Students should be reminded that a W notation could
negatively impact their eligibility for financial aid and/or V.A. benefits, as it may
change the student’s enrollment status (full-time, part-time, less than part-time).
International students may also jeopardize their visa status if they fail to maintain
full-time status.
ACADEMIC INTEGRITY AND PLAGIARISM POLICIES
Each student enrolled in a course at NYIT agrees that, by taking such course, he
or she consents to the submission of all required papers for textual similarity
review to any commercial service engaged by NYIT to detect plagiarism. Each
student also agrees that all papers submitted to any such service may be
included as source documents in the service’s database, solely for the purpose
of detecting plagiarism of such papers.
Plagiarism is the appropriation of all or part of someone else’s works (such as
but not limited to writing, coding, programs, images, etc.) and offering it as one’s
own. Cheating is using false pretenses, tricks, devices, artifices or deception to
obtain credit on an examination or in a college course. If a faculty member
determines that a student has committed academic dishonesty by plagiarism,
cheating or in any other manner, the faculty has the academic right to 1) fail the
student for the paper, assignment, project and/or exam, and/or 2) fail the student
for the course and/or 3) bring the student up on disciplinary charges, pursuant to
Article VI, Academic Conduct Proceedings, of the Student Code of Conduct.
LIBRARY RESOURCES
All students can access the NYIT virtual library from both on and off campus
at www.nyit.edu/library. The same login you use to access NYIT e-mail and
NYITConnect will also give you access to the library’s resources from off
campus. On the upper left side of the library’s home page, select links for “Find
Resources”, “Research Assistance”, “Services”, “Help”, and “About”. Using
“Quick Links” on the right hand side of the home page will also assist you in
navigating the library’s web pages. Should you have any questions, please look
under “Research Assistance” to submit a web-based “Ask-A-Librarian” form.
SUPPORT FOR STUDENTS WITH DISABILITIES
Support for students with disabilities NYIT adheres to the requirements of the
Americans with Disabilities Act of 1990 and the rehabilitation Act of 1973, Section
504. The Office of Disability Services actively supports students in the pursuit of
their academic and career goals. Identification of oneself as an individual with
disability is voluntary and confidential. Students wishing to receive
accommodations, referrals and other services are encouraged to contact the
Office of Disability Services as early in the semester as possible although
requests can be made throughout the academic year.
HOW THE CLASS WILL BE CONDUCTED
Each Friday-night, 3-hour class will begin at 6 p.m. and consist of a guest
speaker interviewed in either a chat-show format or provide a prepared
presentation. Then after a short break there will be discussion of pertinent current
events dealing with the “crisis of the week,” supplemented by a lecture based on
that week’s required readings. You should be kept informed daily of crises in the
news (either newspaper, digital editions, online news sources, and at the very
least, either of the free daily papers amNY or Metro) which will be discussed
every class, and your participation will count towards your final grade. Sharing
links, YouTube videos etc. with your instructor and fellow students is welcomed,
and may be posted on the class Blackboard, where assignments, quiz dates and
changes to the schedule will be posted.
SCHEDULE OF DATES
(Please note: reading assignments listed below are to be done for the following
week’s class)
CLASS ONE (SEPTEMBER 8):
• Course introduction, Defining crisis management.
Definition of “Crisis”: Any situation that is threatening or could threaten to harm
people or property, seriously interrupt business, damage reputation and/or
negatively impact stock value.
Text reading assignments: Crisis Management (Chapters 1 & 2). Also, handout:
“10 Steps of Crisis Communication”
Writing assignment due next class: Explain in 300 words a crisis in the news,
the issues at stake and how it appears the matter is being handled. Please bring
with you next week a printout of your essay and news report, which will be
collected. Also please attach your NYIT i.d. card photo (helps me learn
everyone’s name quicker).
CLASS TWO (SEPTEMBER 15):
• A firsthand account of Crisis Management during 9/11.
Text reading assignment: Crisis (Chapter 3)
CLASS THREE (SEPTEMBER 22):
• The many forms of crisis management
Reading assignment: Crisis (Chapter 4)
CLASS FOUR (SEPTEMBER 29):
• Day in the Life of a Crisis Manager
Reading assignment: Crisis Management (Chapter 5)
FIRST QUIZ (10 questions: during class)
CLASS FIVE (OCTOBER 6):
• Tales from the corporate trenches.
In-Class Exercise: Form midterm teams, discuss ideas for a fictional crisis.
Reading assignment: Crisis (Chapter 6)
• OCTOBER 13 – NO CLASS •
CLASS SIX (OCTOBER 20):
• Overview of the state of crisis management today. What is new in the culture,
the media, regulation and global events that is changing best practices?
• In-Class Exercise: Work on midterm team projects
CLASS SEVEN (OCTOBER 27)
• More dispatches from the corporate trenches, tales working PR & crisis for a
major food manufacturer
Reading Assignment: Crisis (Chapter 7)
SECOND QUIZ (10 written questions)
CLASS EIGHT (NOVEMBER 3)
•Midterm team project presentations•
CLASS NINE (NOVEMBER 10)
• Crisis on Campus. Lessons learned from Penn State & Rutgers
Reading Assignment: Crisis (Chapters 8 & 9)
CLASS TEN (NOVEMBER 17)
• Politicians in hot water: Chris Christie, Anthony Weiner; Eliot Spitzer; et. al.
Reading assignment: Crisis (Chapter 10)
THIRD QUIZ (10 written questions: during class)
CLASS ELEVEN (NOVEMBER 24)
• War Stories from City Hall: An Inside Look at How Municipal Government Deals
With Crises
Reading assignment: Crisis (Chapter 11)
CLASS TWELVE (DECEMBER 1)
• Brands Take A Hit: When Crisis Fallout Doesn’t Go Away
Reading assignment: Crisis (Chapter 12)
CLASS THIRTEEN (DECEMBER 8)
• Rumor has it: Crisis management in the Twitter/YouTube Age
Reading assignment: Crisis (Chapter 13)
CLASS FOURTEEN (DECEMBER 15)
FINAL EXAM
• 30 questions: Q&A, multiple/choice, true/false = 60% (each 2 pts.)
• Crisis Plan: Printout Due at beginning of class = 20%
• Essay answers: bring printouts to class
= 20%
100%