COMM 564Crisis CommunicationSpring Semester 2005

Instructor: Dr. Sally J. Ray Phone: (270) 745-3296Office: 130 FAC E-Mail: sally.ray@wku.eduOffice Hours: By appointment

OVERVIEW

As our world continues to become increasingly complex, the potential for crisis escalates. No organization is immune to crisis. A crisis interrupts an organization’s normal operating procedures, may escalate in intensity, receive extreme scrutiny from media and/or government, harm an organization’s image, damage its bottom line, and threaten its very survival. Critical to the control of a crisis is effective communication.

This course considers organizational crises and the role of communication in crisis. The student will:

1. Acquire an overall understanding of the nature of organizational crises and effective management principles.

2. Explain the critical role of communication in crisis management.3. Recognize and assess the various communication strategies available to an

organization in crisis.4. Describe the ethical issues in organizational crisis.5. Discuss leadership processes in the management of crisis.

TEXTBOOKS

Required text:Seeger, M., Sellnow, T., and Ulmer, R. (2003). Communication and Organizational Crisis. Westport, CT: Praeger Publishers.

Optional reading:Ray, S.J. (1999). Strategic Communication in Crisis Management: Lessons from the Airline Industry. Westport, CT: Quorum Books.

MEETING DATES AND TIMES

This class meets on ITV on the following dates and times:

Friday, March 11 @ 5:30 p.m. – 9:00 p.m. (CST)

Friday, April 1 @ 5:30 p.m. – 9:00 p.m. (CST)

Saturday, April 2 @ 8:30 a.m. – 4:30 p.m. (CST)

Friday, April 15 @ 5:30 p.m. – 9:00 p.m. (CST)

Saturday, April 16 @ 8:30 a.m. – 4:30 p.m. (CST)

Friday, April 29 @ 5:30 p.m. – 9:00 p.m. (CST)

Saturday, April 30 @ 8:30 a.m. – 4:30 p.m. (CST)

If you have problems with the assigned meeting times, talk to me immediately about whether or not you should enroll in the class. I would like for the class to meet together in Bowling Green on Saturday, April 16 instead of meeting on ITV. The lead author of our textbook, Dr. Matthew Seeger, will be visiting us that weekend. This session will also allow you to have first-hand interactions among yourselves and especially with your working groups. The instructor will broadcast from Bowling Green when using ITV.

WEB-BASED INSTRUCTION

In addition to class meetings, this course will utilize web-based instruction. Each student must have easy access to the internet since a very significant portion of the work between class meetings will take place on that medium. When a student registers for this class, he/she automatically joins the BlackBoard website for COMM 564. Students should familiarize themselves with methods for accessing and using the various components of BlackBoard. The University provides help lines at (270) 745-7020 and the instructor will assist with this function as much as possible.

COURSE REQUIREMENTS

EXAMINATION 15%There will be one essay examination. The exam will cover material from the textbook and class lectures and discussions.

ARTICLE REVIEWS/DISCUSSIONS 30%

Research discussions are assigned to augment content presented in class. Students will be assigned to research groups and participate in discussions of research reviews on Discussion Board. Each group member is expected to actively respond to the research reviews of each group member.

Each student will select a crisis communication topic of interest and research this topic. The instructor will work with students to identify an interesting and useful topic. Students must receive instructor approval of research topic.

From your research, you are to select three articles on the topic from appropriate academic journals and trade magazines (at least two of the three must come from academic journals).

Prepare a 6-8 page review of the articles in which you: (1) synthesize in a meaningful way the articles you have selected, bulleting key points. Discuss how they increase our understanding of organizational crisis and crisis communication. (2) Explain what the practitioner and the scholar can learn from this research. (3) Develop a list of 6-8 discussion questions generalizing your research to theories, principles, perspectives, concepts, and cases discussed in class. Questions should be designed to facilitate discussion among your assigned research group.

Distribute your review paper to group members and instructor via e-mail attachment on the designated date. Upon receipt of this attachment, I will create a forum for your group’s discussion on BlackBoard Discussion Board.

You are encouraged to participate in the discussion of your research.

Each student will be evaluated on their research review paper (15%) and participation in the group discussion (15%).

IN-CLASS CHAPTER DISCUSSIONS

This course involves very little lecture; rather, the course is designed to provide a self-directed and collaborative learning environment for students. Student groups will be responsible for reviewing chapters and developing questions and facilitating in-class discussion on the required reading. Discussion questions should test students understanding of material and apply chapter content to real-world scenarios. Groups may want to consider using short case studies that illustrate chapter material. Questions must be submitted to instructor 1 week prior to the date the discussion takes place. Discussion questions will appear on the website under ASSIGNMENTS button.

All students are expected to come prepared to answer these questions in class. All students will be evaluated on participation, critical insights, and provision of new

information. Students responsible for facilitating chapter review and discussion will receive a presentation grade.

Presentation 15% Participation 15%

CASE STUDY PAPER 25%

Students are to prepare a 10-12 page case study paper on an organizational crisis. The paper should incorporate relevant theories and concepts discussed in this course and analyze a relevant strategic issue and evaluate the communication strategies employed to respond to issues. Students are expected to give a 5-10 minute presentation on the paper. The paper must be developed using the following format:

I. Organizational Background. This section should provide background on the organization. Consider history, purpose, corporate culture, structure, position in the industry, financial position, etc. This section should briefly overview the crisis event.

II. Pre-Crisis. This section focuses on the pre-crisis phase by identifying both internal and external factors that influenced the crisis occurrence.

III. Crisis. This section considers the actual crisis event.

IV. Post-Crisis. This section identifies a single strategic issue requiring an organizational response. Identify and evaluate the communication strategies employed to respond to the issue. Discuss factors which influenced effectiveness or ineffectiveness of these strategies.

V. Conclusions. Discuss lessons learned from the crisis and organizational responses.

WRITING EXPECTATIONS

Papers must be typewritten, double-spaced with 1” margins, American Psychological Association (APA) 5th edition style, and within the page limit. Grammar, spelling, and other typographical errors can compromise a grade. Effective organization consisting of strong introductions and conclusions, plus a well-structured body is expected. Transitions and other connectives should be used to ensure a smoothly written paper. See APA manual for guidelines and using different levels of headings.

COMM 564Crisis Communication

Course Schedule

DATE

Friday, March 11

Introduction to Course

Review of Assignments

Lecture: Concepts & ParadigmsThe Crisis PhenomenonCase Analysis: “Titanic”

Friday, April 1

Guest Speaker: Mr. Bob Edwards, University Relations Assistant Vice President, Western Kentucky University

CH. 1: “The Nature of Organizational Crisis”Facilitators: Gina Lyon, Gladys Jordan

CH. 2: “Theories of Organizational Crisis”Facilitators: Nancy Graham, Abby Wallace

CH. 3: “Crisis Type”Facilitators: Chevelle Thomas, Sondra Starnes

Saturday, April 2

CH. 4: “Communication & Crisis”Facilitators: Todd Weaver, Anirban M.

CH. 5: “Crisis Development”Facilitators: Traci Rife, Shameka Neely

CH. 6: “Communication and the Pre-Crisis Stage”Facilitators: Seda Levent, Emily Vick

CH. 7: “Communication and the Crisis Stage”Facilitators: Joung Suk Shin, Darlene Taylor

CH. 8: “Communication and the Post-Crisis Stage”Facilitators: Martha Evans, Kulthida Komsawet

CH. 9: “Crisis Planning”Facilitators: Angela Roution, Elizabeth Romero Fuerte

Lecture: Case Study Research

Friday, April 15

Visiting Scholar: Dr. Matthew Seeger

Saturday, April 16

Morning Session:Visiting Scholar: Dr. Matthew Seeger

Afternoon Session: CH. 10: “Crisis Teams and Decision Making:

Facilitators: Heather Lashley, Greg Head

CH. 11: “Communication and Risk”Facilitators: Sherese Martin, Mei Li Lin

* Examination due on April 25. Please submit in digital dropbox.

Friday, April 29

CH. 12: “Crisis and Ethics”Facilitators: Tricia Jordan, Sukata Kasaporn

CH. 13: “Crisis and Leadership”Facilitators: Natonya Blackmun, Qi Ling Zeng

CH. 14: “The Role of Crisis in Society”Facilitator: Tammi Voigt

Saturday, April 30

Case Study Papers Due Paper Presentations

ARTICLE REVIEWS/DISCUSSION GROUPS

Discussion Date Group 1 Group 2

March 27 – April 2 Tammi Voigt Heather Lashley

April 3 – April 9 Gina Lyon Traci Rife

April 10 – April 16 Gladys Jordan Elizabeth Romero Fuerte

April 17 – April 23 Greg Head Joung Suk Shin

Discussion Date Group 3 Group 4March 27 – April 2 Abby Wallace Todd Weaver

April 3 – April 9 Chevelle Thomas Natonya Blackmun

April 10 – April 16 Seda Levent Emily Vick

April 17 – April 23 Qi Ling Zeng Mei Li Lin

Discussion Date Group 5 Group 6March 27 – April 2 Darlene Taylor Sherese Martin

April 3 – April 9 Nancy Graham Martha Evans

April 10 – April 16 Shameka Neely Tricia Jordan

April 17 – April 23 Sukata Kasaporn Anirban M.

Discussion Date Group 7March 27 – April 2 Angela Roution

April 3 – April 9 Sondra Starnes

April 10 – April 16 Kulthida Komsawet