3

Unit III Case study.

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  • Course Syllabus
  • Course Description

    Explores strategies for leading and communicating effectively with both internal and external audiences during crisis
    situations. Discusses the development of a communication plan and how to craft and deliver messaging during the crisis
    situation.

    Course Textbook(s)

    Ulmer, R. R., Sellnow, T. L, & Seeger, M. W. (2019). Effective crisis communication: Moving from crisis to opportunity (4th
    ed.). SAGE. https://online.vitalsource.com/#/books/9781506315744

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    Course Learning Outcomes

    Upon completion of this course, students should be able to:

    1. Apply crisis communication theory to real-world crisis situations.
    2. Evaluate leaders’ approaches to crisis communication and action.
    3. Apply strategies for communicating and leading during times of uncertainty.
    4. Apply strategies for communicating a message to neutralize risk or scandal.
    5. Create opportunities for positive messaging in the midst of crisis, in order to support the organization, its people, and

    its brand.
    6. Evaluate ethical demands of the leader during crisis situations.
    7. Create a leadership communication plan for a crisis situation.
    8. Develop strategies for leading the organization toward crisis recovery and renewal.

    Academic Integrity

    Honesty and integrity are taken very seriously at Waldorf University. All students should be familiar with the Waldorf
    University Academic Integrity Policy (found in the current Student Handbook) and the consequences that will result from
    breaches of this policy.

    Credits

    Upon completion of this course, the students will earn 3.00 hours of college credit.

    Course Structure

    COM 5360, Crisis
    Communication and Leadership

  • COM 5360, Crisis Communication and Leadership
  • 1

    1. Study Guide: Course units contain a Study Guide that provides students with the learning outcomes, unit lesson,
    required unit resources, assignments, and supplemental resources.

    2. Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge
    students should gain upon completion of the unit.

    3. Unit Lesson: Unit Lessons, which are located in the Study Guide, discuss lesson material.
    4. Required Unit Resources: Units contain Required Unit Resources from one or more chapters from the textbook

    and/or outside resources.
    5. Discussion Boards: Students are required to submit Discussion Board posts in Units I-VIII. Discussion Boards

    provide students the opportunity for student-to-student and professor-to-student interaction based on relevant course
    concepts and ideas. Specific information about accessing the Discussion Board rubric is provided below.

    6. Unit Assignments: Students are required to submit for grading Unit Assignments. Specific information and
    instructions regarding these assignments are provided below. Grading rubrics are included with each assignment.
    Specific information about accessing these rubrics is provided below.

    7. Ask the Professor: This communication forum provides students with an opportunity to ask their professor general
    questions or questions related to course content.

    8. Student Break Room: This communication forum allows for casual conversation with other classmates.

    Unit Assignments

    Unit I Assignment

    Conduct a search of news reports that involve an organization responding to crisis events. Search for a range of reports to
    get an overview of the types of crises that organizations have responded to in recent years. Then, select one crisis event to
    develop your paper, addressing the following points. Support your response with specific examples from the news report
    and our assigned readings, and illustrate the specific course concepts you relied on to draw your conclusions.

    Define organizational crisis, and explain the difference between risk and crisis.
    Describe the criteria leaders should use to determine whether an event constitutes a crisis event.
    Who were the stakeholders? Who was impacted by the crisis—both inside and outside of the company?
    Was the crisis preventable?
    Were the circumstances of the crisis predictable/unpredictable? Were there elements of uncertainty that were outside of
    the organizational leaders’ control?
    What can the organizational leaders learn from the crisis and their responses?
    Who spoke to the media/public on behalf of the organization? What message did he or she convey on behalf of the
    organization (i.e., did he or she seek to support stakeholders, assign/accept blame for the crisis, communicate the
    organization’s plan for recovery)?
    How could the organization make the response more effective?

    See the grading rubric for additional guidelines. It is recommended that you use the rubric as a checklist as you draft the
    essay. Refer to the rubric often, and be sure to fulfill the requirements for all criteria listed.

    Your paper must be at least two pages in length. Adhere to APA Style when constructing this assignment, including in-text
    citations and references for all sources that are used. Please note that no abstract is needed.

    This formal paper example provided by the Waldorf University Writing Center shows this type of formatting.

    Unit II Case Study

    After reviewing the case described in Example 4.3 on pages 57-60 of your textbook, write an analysis using discourse of
    renewal theory as a framework to analyze the organization’s crisis response. Using the Waldorf Online Library, conduct any
    additional research necessary to fully evaluate the aspects of the crisis response described in the theory. Cite specific
    examples to support your points.

    See the grading rubric for additional guidelines. It is recommended that you use the rubric as a checklist as you draft the
    essay. Refer to the rubric often and be sure to fulfill the requirements for all criteria listed.

    Your case study must be at least two pages in length. Adhere to APA Style when constructing this assignment, including in-
    text citations and references for all sources that are used. Please note that no abstract is needed.

    This formal paper example provided by the Waldorf University Writing Center shows this type of formatting.

    COM 5360, Crisis Communication and Leadership 2

    https://mywaldorf.waldorf.edu/media/formal-essay-with-bubbles/

    https://mywaldorf.waldorf.edu/media/formal-essay-with-bubbles/

    Unit III Case Study

    After reviewing the case described in Example 4.6 on pages 68-72 of your textbook, write an analysis by responding to the
    questions listed in the table under “You Make the Call” on pages 71-72 named “Lessons on Producing Effective Crisis
    Communication”. After answering these questions, also write a brief analysis on Dominos’ organizational leader’s goals
    during their crisis response.

    Present your responses in a format you would use if you had been hired by Domino’s as a crisis communication consultant
    and were preparing this report to provide to the client directly. Ensure the content, tone, and presentation are appropriate for
    your intended audience.

    See the grading rubric for additional guidelines. It is recommended that you use the rubric as a checklist as you draft the
    analysis. Refer to the rubric often, and be sure to fulfill the requirements for all criteria listed.

    Your paper must be at least three pages in length. Adhere to APA Style when creating citations and references for this
    assignment. APA formatting, however, is not necessary

    Unit IV Assignment

    This assignment has two components – an outline and a code of ethics. Please prepare both portions and submit as one
    single Word document. Use section headings to organize the information, but do not paste the assignment instructions into
    your document.

    Part I: Introduction and Outline

    The final project in this course is to create a crisis communication plan. From within the course syllabus, review the
    assignment instructions for the final project. Approach the project as if you are the director of communications for an
    organization, which can be a for-profit or non-profit organization.

    Please use complete sentences within the outline/introduction and be sure your outline/introduction applies course
    concepts. Draft the outline/introduction by performing the following actions:

    Describe the industry/organization you are representing.
    List the stakeholders (specific customers, clients, shareholders, and other groups) that your organization serves and/or
    impacts.
    Explain any concerns or challenges the organization might face, including potential risks, previous crises, or other issues
    that will need to be considered when you develop the crisis communication plan.
    Find an existing crisis communication plan for a similar organization, and link to the document. Identify at least two
    lessons described in Chapter 3 that are followed in the plan.
    Discuss whether or not any lessons are evident in the plan and the impact, if any, on the effectiveness of the plan.

    Part II: Code of Ethics

    Create a code of ethics for leaders responding to crisis events. The code must

    have at least 10 original, ethical guideline statements,
    include statements that are written in complete sentences (For example, accountability is a guiding principle, but it is not
    a specific guideline. Instead, an ethical guideline based on the principle of accountability might be, “We will publicly
    acknowledge errors in production, policy, or judgment that harmed stakeholders.”), and
    include guidelines that demonstrate you are applying course concepts.

    For examples of codes of ethics, you can conduct a search for policies from organizations and industry associations like
    the one you have selected for the project. Be sure to review the codes only to familiarize yourself with the types of
    statements that are included and the overall format.

    To complete the assignment, you must write original guidelines. Ensure that you do not plagiarize another policy by using
    guidelines contained in existing codes.

    See the grading rubric for additional guidelines. It is recommended that you use the rubric as a checklist as you draft the
    code of ethics. Refer to the rubric often and be sure to fulfill the requirements for all criteria listed.

    Your introduction, outline, and code of ethics all together in one document must be at least three pages in length. Adhere to
    APA Style when creating citations and references for this assignment. APA formatting, however, is not necessary

    COM 5360, Crisis Communication and Leadership 3

    Unit V Assignment

    Press Release

    Review Example 6.4 on pages 98-101 of your textbook. Assuming the role of the public relations director for King Car,
    create a press release in response to the second round of testing that came back positive for high levels of melamine.

    The press release must

    show you relied on the 10 lessons in Chapter 5 as a guide to develop the content of the press release,
    include any relevant information described in the case study (conduct additional research on the case as needed),
    follow this press release format/template
    include at least one quote from a King Car representative (attribute the quote to yourself as the PR director for King
    Car).

    Your press release must be at least one page, but no longer than two pages in length. Adhere to APA Style when creating
    citations and references for this assignment. APA formatting, however, is not necessary.

    You can conduct a search for press releases to use as examples. Review the press releases only only to familiarize
    yourself with the structure and overall format. To complete the assignment, you must write an original press release.

    Ensure you do not plagiarize another press release by using content in any example press releases. (For more information
    about the consequences of plagiarism, please see Waldorf’s Academic Integrity Policy in the Waldorf University Online
    Programs Catalog.

    Unit VI

    PowerPoint Presentation

    PowerPoint Presentation

    Review Example 4.1 on pages 49-53 of your textbook. Using the 10 lessons in Chapter 7 as a guide, assume the role of a
    crisis communications consultant hired by BP one month after the spill has been contained. Develop a PowerPoint
    presentation for BP leadership to use during a press conference that will be given within the next week, with the purpose of
    employing positive messaging, repairing the company’s image, and explaining the company’s future plans.

    The presentation must be at least eight slides, not including the introduction or citation slide. Use image repair theory
    (described in Chapter 2) as a framework for your approach.

    When using images in a public presentation, you can use any of your own original images for which you own the copyright
    (such as photos you took yourself). If you search for images online, keep in mind that some photos might not be public
    domain (i.e., free to use). They could have a copyright that requires either permission or purchase to use. To avoid copyright
    infringement, it is best to use photos that you can clearly identify as public domain. Free stock photos (which are public
    domain photos and do not have a copyright) are available at http://www.freeimages.com/.

    Unit VII Assignment

    Social Media Policy

    Create a social media policy for an organization (of your choice) with the goal of positive messaging, neutralizing risk, and
    crisis prevention. Select the same organization as for the final project (creating a crisis communication plan). This social
    media policy will be incorporated into the final project as one section of the entire crisis communication plan. The format
    should follow the same format used in the crisis communication plan.

    Your policy must:

    clearly identify the organization/target audience that the social media policy is written for.
    describe procedures regarding how employees (such as the PR director/spokesperson) should use social media when
    representing the organization. Explain how social media can be used for positive messaging, crisis prevention, and
    neutralizing risk. Add any other sections that might be relevant to your organization. Apply course concepts when you
    create the policy.
    include clear, detailed procedures using a format that is easy to follow.
    add any templates or worksheets that might be helpful for leaders to use.
    use text enhancements and visuals to emphasize and for clarity. In addition to basic enhancements, such as bold,
    underline, italics, caps, font/font size, and color-coding, you can include graphs, illustrations, or other visual elements.

    COM 5360, Crisis Communication and Leadership 4

    https://online.waldorf.edu/bbcswebdav/xid-134489839_1

    http://www.waldorf.edu/Download-Information

    http://www.freeimages.com/

    You can refer to examples of crisis communication plans to determine a format for the policy. Review these plans ONLY to
    familiarize yourself with the structure and overall format. To complete the assignment, you must write an original policy.
    Ensure you do not plagiarize another policy by using content in any example social media policies or crisis communication
    plans.

    Your policy must be at least three pages in length. Adhere to APA Style when creating citations and references for this
    assignment. APA formatting, however, is not necessary

    Unit VIII Final Project

    Crisis Communication Plan

    Create a crisis communication plan for leaders in a specific organization.

    The plan must

    clearly identify the organization/target audience the plan is written for,
    create sections describing each type of potential crisis this organization might encounter and an appropriate response,

    The sections should be tailored to your specific organization. For example, if your company produces a food product,
    recalls could be an important topic to address. Be sure to apply course concepts, including those related to positive
    messaging and crisis prevention/risk.
    NOTE: Include the social media policy created during Unit VII as one section of the plan. You can update the policy
    and make any necessary revisions to the version you submitted in Unit VII.

    identify stakeholders who might be affected by the crisis,
    Include procedures to communicate internally with those inside of the company and externally with stakeholders
    outside of the company.

    include clear, detailed procedures using a format that is easy to follow,
    add any templates or worksheets that might be helpful for the leaders to use when responding to a crisis event, and
    use text enhancements and visuals to emphasize and for clarity.

    In addition to basic enhancements such as bold, underline, italics, caps, font/font size, and color-coding, you can
    include graphs, illustrations, or other visual elements.

    Your crisis communication plan must be at least 6 pages in length. Adhere to APA Style when creating citations and
    references for this assignment. APA formatting, however, is not necessary.

    Note: In Unit I, you developed a definition of an organizational crisis and you have been applying that definition to your written
    work throughout the term. This definition should become the basis for your crisis communication plan. In Unit II, you were
    introduced to several key crisis communication theories. Rely on these concepts to guide your plan. Both the definition you
    created in Unit I and the theories you learned about in Unit II should provide justification for your specific strategy. The Unit
    VIII readings (Chapter 12 of your textbook) elaborate on a key theory presented in the course: discourse of renewal theory.

    The four opportunities presented in the chapter are important aspects to consider as you develop the plan:

    1. organizational learning,
    2. ethical communication,
    3. prospective rather than retrospective vision, and
    4. effective organizational rhetoric.

    To complete the assignment, you must write an original plan. Ensure you do not plagiarize another plan by using content in
    any example crisis communication plans.

    Submitting Course Papers/Projects

    Once you have completed your papers/projects, submit your completed papers/projects by uploading through the
    Assignment tab in each unit. Do not e-mail your paper directly to your professor. By using the Assignment tab, your record
    will automatically be updated to indicate you have submitted your papers/projects, and the assignment will be provided to
    your professor for grading. Instructions for submitting your assignment can be found under the Assignment tab in each unit.

    COM 5360, Crisis Communication and Leadership 5

    APA Guidelines

    Waldorf University requires that students use the APA style for papers and projects. Therefore, the APA rules for formatting,
    quoting, paraphrasing, citing, and listing of sources are to be followed. Information about using APA style can be found in
    APA Style Help in the Course Menu. This area provides links to Internet sites, tutorials, and guides that provide
    comprehensive information on APA formatting, including examples and sample papers.

    Grading Rubrics

    This course utilizes analytic grading rubrics as tools for your professor in assigning grades for all learning activities. Each
    rubric serves as a guide that communicates the expectations of the learning activity and describes the criteria for each level
    of achievement. In addition, a rubric is a reference tool that lists evaluation criteria and can help you organize your efforts to
    meet the requirements of that learning activity. It is imperative for you to familiarize yourself with these rubrics because
    these are the primary tools your professor uses for assessing learning activities.

    Rubric categories include (1) Discussion Board, (2) Assessment (Written Response), and (3) Assignment. However, it is
    possible that not all of the listed rubric types will be used in a single course (e.g., some courses may not have
    Assessments).

    The Discussion Board rubric can be found within Unit I’s Discussion Board submission instructions.

    The Assessment (Written Response) rubric can be found embedded in a link within the directions for each Unit
    Assessment. However, these rubrics will only be used when written-response questions appear within the Assessment.

    Each Assignment type (e.g., article critique, case study, research paper) will have its own rubric. The Assignment rubrics
    are built into Blackboard, allowing students to review them prior to beginning the Assignment and again once the
    Assignment has been scored. This rubric can be accessed via the Assignment link located within the unit where it is to be
    submitted. Students may also access the rubric through the course menu by selecting the “Grades” link.

    Again, it is vitally important for you to become familiar with these rubrics because their application to your
    Discussion Boards, Assessments, and Assignments is the method by which your instructor assigns all grades.

    Communication Forums

    These are non-graded discussion forums that allow you to communicate with your professor and other students.
    Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in
    the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below.

    Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums.

    Ask the Professor

    This communication forum provides you with an opportunity to ask your professor general or course content questions.
    Questions may focus on Blackboard locations of online course components, textbook or course content elaboration,
    additional guidance on assessment requirements, or general advice from other students.

    Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal
    accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a non-
    public nature, please feel free to email your professor. Responses to your post will be addressed or emailed by the
    professor within 48 hours.

    Before posting, please ensure that you have read all relevant course documentation, including the syllabus,
    assessment/assignment instructions, faculty feedback, and other important information.

    Student Break Room

    This communication forum allows for casual conversation with your classmates. Communication on this forum should
    always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to
    share assessment answers.

    COM 5360, Crisis Communication and Leadership 6

    https://online.waldorf.edu/bbcswebdav/institution/CSEG_Content/Commons/PDFs/Create_New_Thread_Subscribe

    Schedule/Grading

    The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you
    will be assured that you will complete the course within the time allotted.

    Unit I Defining Crisis Communication [ Weight: 10% ]

    Read/View: Unit I Study Guide
    Chapter 1: Defining Crisis Communication
    Unit Resource (1 video): See Study Guide

    Discuss: Unit I Discussion Board 2%

    Submit: Unit I Assignment 8%

    Unit II Crisis Communication Theory in Practice [ Weight: 10% ]

    Read/View: Unit II Study Guide
    Chapter 2: Understanding Crisis Communication Theory and Practice
    Chapter 4: Applying the Lessons to Produce Effective Crisis Communication, pp. 57-60
    Unit Resource (1 article): See Study Guide

    Discuss: Unit II Discussion Board 2%

    Submit: Unit II Case Study 8%

    Unit III Approaches to Crisis Communication [ Weight: 10% ]

    Read/View: Unit III Study Guide
    Chapter 3: Lessons on Effective Crisis Communication
    Chapter 4: Applying the Lessons to Produce Effective Crisis Communication
    Unit Resource (1 article): See Study Guide

    Discuss: Unit III Discussion Board 2%

    Submit: Unit III Case Study 8%

    Unit IV Ethical Demands of the Leader [ Weight: 10% ]

    Read/View: Unit IV Study Guide
    Chapter 11: Responding to the Ethical Demands of Crisis

    Discuss: Unit IV Discussion Board 2%

    Submit: Unit IV Assignment 8%

    COM 5360, Crisis Communication and Leadership 7

    Unit V Leading During Times of Uncertainty [ Weight: 10% ]

    Read/View: Unit V Study Guide
    Chapter 5: Lessons on Managing Crisis Uncertainty Effectively
    Chapter 6: Applying the Lessons for Managing Crisis Uncertainty Effectively
    Unit Resources (1 article, 1 video): See Study Guide

    Discuss: Unit V Discussion Board 2%

    Submit: Unit V Assignment 8%

    Unit VI Recovery and Renewal [ Weight: 10% ]

    Read/View: Unit VI Study Guide
    Chapter 7: Lessons on Effective Crisis Leadership
    Chapter 8: Applying the Lessons for Developing Effective Crisis Leadership

    Discuss: Unit VI Discussion Board 2%

    Submit: Unit VI PowerPoint Presentation 8%

    Unit VII Positive Messaging and Neutralizing Risk [ Weight: 10% ]

    Read/View: Unit VII Study Guide
    Chapter 9: Learning Through Failure
    Chapter 10: Risk Communication

    Discuss: Unit VII Discussion Board 2%

    Submit: Unit VII Assignment 8%

    Unit VIII Creating a Crisis Communication Plan [ Weight: 30% ]

    Read/View: Unit VIII Study Guide
    Chapter 12: Facilitating Renewal Through Effective Crisis Communication

    Discuss: Unit VIII Discussion Board 2%

    Submit: Unit VIII Final Project 28%

    COM 5360, Crisis Communication and Leadership 8

      COM 5360, Crisis Communication and Leadership
      Course Syllabus
      Course Description
      Course Textbook(s)
      Course Learning Outcomes
      Academic Integrity
      Credits
      Course Structure
      Unit Assignments
      Unit I Assignment
      Unit II Case Study
      Unit III Case Study
      Unit IV Assignment
      Part I: Introduction and Outline
      Part II: Code of Ethics
      Unit V Assignment
      Press Release
      Unit VI PowerPoint Presentation
      PowerPoint Presentation
      Unit VII Assignment
      Social Media Policy
      Unit VIII Final Project
      Crisis Communication Plan

      Submitting Course Papers/Projects
      APA Guidelines
      Grading Rubrics
      Communication Forums
      Schedule/Grading

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