At the end of the study unit, students will be able to… (between brackets the number of the corresponding intended learning qualification of the programme):
- given a simulated case, based on crisis communication theories, strategically respond to media attention by means of a press release (1.3, 3.1, 3.2, 4.1, 4.2, 4.5);
- strategically deal with media attention by means of spokesmanship (3.6, 4.1, 4.5, 6.2);
- describe their strengths and weaknesses regarding their own media performance (4.7, 4.8, 4.9, 6.4).
Dealing with the news media is an important task for public relations professionals. An organization can proactively approach the news, for instance to inform about an innovation or certain recent developments, or it can be unwantedly subject to news coverage because of a crisis. As a crisis can seriously impact the organization’s performance, effective crisis communication and damage control are essential. This part of the module introduces the basic academic and professional skills for a public relations professional. Students will be asked to take the lead in a crisis situation. The acquired knowledge and skills will be tested by means of writing a press release (Challenge 3S1); an interview with a professional journalist in a talk show setting in which the students act as a spokesperson (Challenge 3S2); and a reflection on the student’s own media performance and to what extent the strategy followed is congruent with the cultural context of the area where the company is performing its business (Challenge 3S3).|
This study unit is part of the Communication science module The innovation journey. Because the four study units, which are part of the module, are highly related to each other it is not possible to follow this study unit separately.