Digital Crisis Management

3 Credits · Level: Graduate

Responding to scrutiny during a crisis is nothing new. Social media, however, amplifies the coverage and consequently the risk to reputation. Considering the magnitude, variety and lifecycle of these risks, traditional crisis responses that are limited to media relations responses no longer suffice. Today, communicators that are best-equipped for such crises are those who can develop and apply a multi-faceted and multi-channel strategy that not only protects their brand, but enhances it. This class equips students with the knowledge on how to use various tools, techniques and technology to successfully anticipate and navigate online firestorms and prepare themselves and their employers for the potential outcomes.