Crisis and Social Media Reputation (GSS511)

GSS511 Crisis and Social Media Reputation provides a comprehensive exploration of crisis communication in the digital age, equipping students with the knowledge and skills necessary to navigate through challenging times in an era of social media scrutiny. Students will learn how to identify potential organisational crises, including those that can quickly escalate on social media platforms, and develop a robust crisis communication plan tailored to the demands of online reputation management. This includes understanding the key components of a plan, selecting an effective crisis communication team with social media expertise, and determining strategies for swift and appropriate initial responses across various digital channels. The course will explore the heightened importance of timely, consistent, and transparent communication during both traditional and social media-driven crises, and students will analyse the qualities of effective initial response statements for various audiences, including those online. They will practice crafting messages for both internal and external stakeholders that can help mitigate reputational damage on social media platforms. Recognising that no plan is perfect, students will learn how to conduct a post-crisis review of their response and communication plan by analysing real-life examples of social media crises, identifying best practices, areas for improvement, and strategies for implementing changes to enhance future crisis management in the digital landscape. Through a combination of instruction, discussion, and practical exercises, students will gain a deep understanding of how to protect their organisation's reputation and performance during a crisis that plays out online. By the end of the course, they will be well-equipped to lead their organisations through challenging times with confidence and effectiveness, navigating the complexities of social media reputation management during a crisis.

• Defining crisis and objectives in the digital age
• Identifying potential organisational and social media-driven crises
• Developing a hybrid crisis communication plan
• Selecting a crisis team with diverse expertise
• Crafting initial crisis response statements for various audiences
• Addressing criticisms during a crisis across channels
• Evaluating initial response statements
• Reviewing and updating the plan post-crisis
• Analysing responses to various types of organisational crises
• Internal communication strategies for crisis clarity
• Managing stakeholder communication across all platforms
• Leadership’s role in setting the overall response tone

• Evaluate the environmental factors leading to crisis
• Analyse the policies related to crisis communication
• Examine the impact of negative media on organisation
• Appraise the challenges related to crisis and reputation
• Discuss core responsibilities in crisis planning
• Formulate strategies for an effective communication system