1 Com 566 Seminar in Crisis Communication NCSU ... - WolfWikis

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Com 566
Seminar in Crisis Communication
NCSU Department of Communication
Spring 2012
Instructor: Dr. Melissa A. Johnson
Class: Monday, 6:00-8:45 p.m., Winston 205
Office Hours: Monday, 3:30-4:30 or by appointment, Winston 201C
Contact: (919) 515-9757 (also voicemail) Melissa_Johnson@ncsu.edu
Website: http://www4.ncsu.edu/~mjohnson/
Required Reading and Supplies
Stapler and office supplies necessary for completing crisis case study or crisis
communication plan.
Coombs, W. T. (2012). Ongoing crisis communication: Planning, managing, and
responding (3 rd ed.). Thousand Oaks: Sage.
Yin, R. K. (2009). Case study research: Design and methods (4 th
Sage.
ed.). Thousand Oaks:
Additional required readings are available via D. H. Hill Library’s electronic databases
such as Communication and Mass Media Complete or via pdf files emailed directly from
the instructor. Syllabus will note location of readings. Note the Journal of Public
Relations Research’s special 2009 issue on crisis communication (Volume 21, Issue 2).
Course Overview
This course is an in-depth look at crisis communication planning and preparation, crisis
communication plan implementation, and crisis communication evaluation. The role of
issues management and corporate social responsibility in crisis prevention is included.
Digital media and social media will receive special attention because of their role in
crises. Students will apply communication theories and recommended strategies/tactics to
organizational cases involving crisis communication. Students will research, write, and
present crisis communication case studies or crisis plans. Graduate status required.
Course Knowledge Objectives
Learn effective crisis communication rubrics, strategies, and tactics suitable for
organizational practice.
Understand the fundamentals of issues management and its role in crisis
prevention and management.
Define corporate social responsibility and its role in crisis prevention and
management.
Gain familiarity with communication theories that inform crisis communication
practice.
Learn the basics of case study methodology used in communication research.

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Course Skills Objectives
Learn how to write a crisis communication plan.
Explore the variety of organizational and public documents, media and digital
media sources, archival records, interviews, observations, and other sources used
in crisis communication management and case study data collection.
Learn how to write a crisis communication case study.
Course Requirements and Grading
Class Participation 200 Points 20%
Discussion Leadership 150 Points 15%
Wiki posts (4 x 25points each) 100 Points 10%
Case Study Paper or Crisis Plan - written 450 Points 45%
Case Study Paper or Crisis Plan - oral 100 Points 10%
See handouts for case study research paper, crisis communication plan, data source list,
and discussion leadership assignments.
Class Discussion
This is a graduate seminar, so students are expected to be actively engaged in the class.
Answering questions and volunteering ideas are ways of earning class participation
credit. Quality as well as quantity is considered. Keeping up with assigned readings is
the best way to ensure quality class participation.
Discussion will be conducted in an atmosphere that respects diversity of ideas.
Remember that an alternate viewpoint offered by a class member (or the professor) is not
necessarily his or her viewpoint, but rather a point for discussion. Here are some ideas for
possible questions. This is not a comprehensive list, nor will all apply to each type of
reading.
1) What is the author's thesis or main point(s)? 2) What are some of the key concepts
and/or theories in the reading, and how does the author define or describe them? 3) Are
definitions in line with other conceptual definitions we have read or discussed? 4) What
theoretical and/or intellectual traditions inform this reading? 5) What methodology is
used and how does that influence the author’s thesis or main point(s), along with his or
her findings and conclusions? 6) What are the strengths and weaknesses of this piece? 7)
Are there applications of this reading to current events or timely organizational
challenges?
If a public relations case study is described: 8) Were research and evaluation used in the
public relations process? 9) How well did the organization target publics, set goals and
objectives, and define message strategies? 10) What are the strengths and weaknesses in
the implementation of the plan (message strategies chosen, strategies and tactics used,
timing, choice of spokespersons, etc.)? What alternative messages, tactics, etc. could
have been effective? 11) How ethical was the plan and its implementation? 12) What
theories or theoretical concepts could have assisted the practitioners in the planning and

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implementation of this program? 13) How does this compare with other cases we have
discussed, or other cases in the news?
Wiki Postings. Blogs are an important tool for organizations to use in crisis
management. Therefore, students in Com 566 will use a similar tactic in a non-crisis
environment in order to gain some experience posting to a public forum. Rather than use
a commercial vendor like WordPress, we will post on WolfWikis, an NC State-supported
wiki using the same technology as Wikipedia.
Students are expected to post to the Com 566 Crisis Communication wiki four times per
semester – two before spring break (Mar 2) and two between spring break and the last
day of classes (Apr 27). Please comment on current organizational challenges that relate
to material we have covered in class (pre-crisis, crisis management, post-crisis concepts,
international and intercultural PR, CSR, etc.). Organizations can include businesses,
government, nonprofit, military, communication consultancies, and more. You may
include international or domestic organizations. Consult general market media, trade
publications, international media, organizational websites, and other reliable sources for
current events. Posts will be assigned 0-25 points each. Grading criteria include interest
level, enterprise displayed, clarity, and application of class concepts (most important).
Feel free to be opinionated but use general standards of courteous communication. Posts
should range between 50 and 200 words and may include links to other websites, news
articles, and the like. Be sure not to plagiarize from other sources.
For more information see http://wikis.lib.ncsu.edu/index.php/Wikis_in_Instruction. You
will need to submit a signed FERPA consent form to me before posting. I will distribute
these consent forms on the first night of class. Please watch the brief instructional video
to see how to post: http://www.lib.ncsu.edu/tutorials/wolfwikis/wolfwikis.htm.
Late Assignments, Make-Up Assignments
Make-up assignments will be allowed only at the discretion of the instructor. No makeup
assignments for in-class tasks will be allowed. One half-grade will be deducted for
each day a research paper or other assignment is late (including Saturdays and Sundays).
No wiki posts added after April 27 will be graded. You are advised not to wait until the
last day to print assignments or post to the wiki in case of technological problems.
Counsel
Please feel free to meet with me to discuss any problems you may be having with the
course or your assignments. It is better to meet early in the semester rather than let lack of
comprehension escalate! Make an appointment or drop by during office hours.
Access and Equity
All persons, regardless of age, ethnicity, race, gender, physical disability or sexual
orientation have equal opportunity in Department of Communication courses. Any
harassment should be reported immediately to the department chairperson or me.
Reasonable accommodations will be made for students with verifiable disabilities. In
order to take advantage of available accommodations, students must register with

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Disability Services for Students at 1900 Student Health Center, Campus Box 7509, 515-
7653. http://www.ncsu.edu/provost/offices/affirm_action/dss/ For more information on
NC State's policy on working with students with disabilities, please see the Academic
Accommodations for Students with Disabilities Regulation. Students with disabilities
requiring academic accommodations should make an appointment with me within the
first three weeks of the semester and provide an accommodation letter from the Office of
Disability Services for Students.
Academic Integrity
Enrollment in this class means that you agree to abide by the Code of Student Conduct
outlining North Carolina State University’s expectations about academic integrity.
Violations of the code will result in disciplinary action as outlined in the NCSU Code of
Student Conduct. One possible action is failing the class. Another is being dismissed
from your graduate program. Your honor code violation will also be noted on your
NCSU records. Your signature on any assignment will be interpreted as your pledge that
you neither gave nor received unauthorized aid.
Attendance
This is a graduate course so I expect you to be in class. Class participation is a large
portion of your grade, and I will monitor attendance and participation. However, students
occasionally need to be absent because of illness, a family emergency, or a work conflict.
If so, there is no need to contact me in advance unless you are scheduled to lead a
discussion or present your final research paper/crisis plan.
Disclaimer
Some readings and assignment dates may be shifted throughout the semester, especially
when the instructor wishes to substitute a real-time crisis (something in the news during
this semester) for a textbook or journal article case study. Opportunities to attend
presentations on campus may be other reasons for schedule changes. Students will be
notified in advance of any such scheduling shifts.
Names and Telephone Numbers of Classmates
In the event you miss class, you are responsible for consulting with a colleague to find
out what you missed. Please record the names and phone numbers of at least two
classmates here. Include email addresses if available.
_____________________________ ___________________________________
_____________________________ ___________________________________
_____________________________ ___________________________________
Requirements for Auditors (AU)
Information about and requirements for auditing a course can be found at
http://www.ncsu.edu/policies/academic_affairs/pols_regs/REG205.00.5.php.
Policies on Incomplete Grades

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If an extended deadline is not authorized by the instructor or department, an unfinished
incomplete grade will automatically change to an F after either (a) the end of the next
regular semester in which the student is enrolled (not including summer sessions), or (b)
the end of 12 months if the student is not enrolled, whichever is shorter. Incompletes that
change to F will count as an attempted course on transcripts. The burden of fulfilling an
incomplete grade is the responsibility of the student. The university policy on incomplete
grades is located at
http://www.ncsu.edu/policies/academic_affairs/grades_undergrad/REG02.50.3.php .
COURSE SCHEDULE
UNIT ONE
CRISIS COMMUNICATION FUNDAMENTALS,
PREVENTION, PREPARATION
CASE STUDY METHODOLOGY AND DATA COLLECTION
Week One
Jan 9
Class Overview and Introductions
Introduction to Crisis Communication
Sign up for discussion leadership slot
Sign Wiki FERPA consent form
Coombs, chs 1 & 2
Week Two
JANUARY 16 NO CLASS MARTIN LUTHER KING, JR. HOLIDAY
Week Three Issues Management and Crisis Prevention
Jan 23 Coombs, chs 3 & 4
Kim, J., Kim, H. J., & Cameron, K. T. (2009). Making nice may
not matter: The interplay of crisis type, response type and crisis
issue on perceived organizational responsibility. Public Relations
Review, 35, 86-88. Short article. Available full-text via Elsevier
(Communication & Mass Media Complete).
Wahlberg, D. (2004). Ending the debate: Crisis communication
analysis of one university’s American Indian athletic identity.
Public Relations Review, 30(2), 197-203. Available full-text via
Elsevier (Communication & Mass Media Complete).
DISCUSSION LEADER ____________________
Avery, E. J., & Kim, S. (2009). Anticipating or precipitating crisis?
Health agencies may not be heading best practice advice in avian

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Week Four Crisis Preparation
Jan 30 Coombs, chs 5 & 6
flu press releases. Journal of Public Relations Research, 22(2),
187-197. Available full-text via Communication & Mass Media
Complete.
DISCUSSION LEADER ____________________
Miller, B. M., & Horsley, J. S. (2009). Digging deeper: Crisis
management in the coal industry. Journal of Applied
Communication Research, 37(3), 298-316. Available full-text via
Communication & Mass Media Complete.
DISCUSSION LEADER ____________________
Chen, N. (2009). Institutionalizing public relations: A case study of
Chinese government crisis communication on the 2008 Sichuan
earthquake. Public Relations Review, 35, 187-198. Available fulltext
via Communication & Mass Media Complete (Elsevier).
DISCUSSION LEADER ____________________
Week Five
Feb 6
Case Study Design
Organizational, Library, and Internet Resources for Crisis
Communication Management and Case Study Data Collection
Yin, ch 1, read pp 1-23
Yin ,ch 2 read pp 24-53, skim pp 53-60, read pp 60-65;
Yin, ch 3, read pp 66-96;
Yin, ch 4, read pp 98-125.
SUBMIT CASE STUDY TOPIC OR CRISIS PLAN NONPROFIT CLIENT NAME
TO INSTRUCTOR. Hard copy, typed, brief explanation in one or more sentences.
No email submissions.
Week Six Crisis Recognition and Information Gathering
Feb 13 Coombs ch 7
Ulmer, R. R. (2001). Effective crisis management through
established stakeholder relationships. Management
Communication Quarterly, 14(4), 590-616. (Malden Mills crisis)
Available full-text via Communication & Mass Media Complete.
DISCUSSION LEADER ____________________
Martin, R. M., & Boynton, L. A. (2005). From liftoff to landing:
NASA’s crisis communications and resulting media coverage

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following the Challenger and Columbia tragedies. Public Relations
Review, 31(2), 253-261. Available full-text via Elsevier
(Communication & Mass Media Complete).
DISCUSSION LEADER____________________
UNIT TWO
MANAGING THE CRISIS
MESSAGE STRATEGIES
CASE STUDY ANALYSIS
Week Seven
Feb 20
Principles and Best Practices in Crisis Management
Message Strategies in Crisis Management
Coombs ch 8
Park, S. (2008). Consumer health crisis management: Apple’s
crisis responsibility for iPod-related hearing loss. Public Relations
Review, 34, 396-398. Full-text available via Elsevier
(Communication & Mass Media Complete.)
DISCUSSION LEADER ____________________
Len-Rios (2010). Image repair strategies, local news portrayals,
and crisis stage: A case study of Duke University’s lacrosse team
crisis. International Journal of Strategic Communication, 4, 267-
287. Available full-text via Communication & Mass Media
Complete.
DISCUSSION LEADER*____________________
Week Eight
Feb 27
Message Strategies and Apologia in Crisis Communication
Alternative Strategies; Image Restoration Discourse
Vlad, I., Sallot, L. M., & Reber, B. H. (2006). Rectification
without assuming responsibility: Testing the transgression
flowchart with the Vioxx recall. Journal of Public Relations
Research, 18(4), 357-379. Full-text available via Communication
& Mass Media Complete.
DISCUSSION LEADER____________________
Miller, A. N., & Littlefield, R. S. (2010). Product recalls and
organizational learning: ConAgra’s responses to the peanut butter
and pot pie crises. Public Relations Review, 36(4), 361-366.

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DISCUSSION LEADER___________________
Greenberg, J., & Elliott, C. (2009). A cold cut crisis: Listeriosis,
Maple Leaf Foods, and the politics of apology. Canadian Journal
of Communication, 34, 189-204. Full-text available via
Communication & Mass Media Complete.
DISCUSSION LEADER___________________
Week Nine
Week Ten
Mar 12
March 5-9 SPRING BREAK NO CLASSES
Analyzing Case Study Evidence – Analytic Techniques
Writing the Case Study Report – Possible Structures &
Procedures
What Makes an Exemplary Case Study?
Yin, chs 5 & 6
UNIT THREE
MANAGING THE CRISIS
STRATEGIES & TACTICS IN CRISIS MANAGEMENT
Week Eleven
Mar 19
Strategies and Tactics in Crisis Communication
Media Relations and New Media in Crisis Communication
Taylor, M., & Kent, M. L. (2007). Taxonomy of mediated crisis
response. Public Relations Review, 33, 140-146. Available via
Elsevier (Communication & Mass Media Complete).
Sweetser, K. D., & Metzgar, E. (2007). Communicating during
crisis: Use of blogs as a relationship management tool. Public
Relations Review, 33, 340-342. Short article. Available via
Elsevier (Communication & Mass Media Complete).
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Liu, B. F. (2010). Distinguishing how elite newspapers and A-list
blogs cover crises: Insights for managing crises online. Public
Relations Review, 36(1), 28-34. Available via Elsevier
(Communication & Mass Media Complete).
DISCUSSION LEADER ____________________
Macias, W., Hilyard, K., & Freimuth, V. (2009). Blog functions as
risk and crisis communication during Hurricane Katrina. Journal

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of Computer-Mediated Communication, 15, 1-31. Full-text
available via Communication & Mass Media Complete.
Muralidharan, S., Rasmussen, L., Patterson, D., & Shin, J-H.
(2011). Hope for Haiti: An analysis of Facebook and Twitter usage
during the earthquake relief efforts. Public Relations Review, 37,
175-177. Available via Elsevier (Communication & Mass Media
Complete).
DISCUSSION LEADERS for joint discussion of Haiti and Katrina
articles: ____________________ and ____________________
Week Twelve
Mar 26
Strategies and Tactics in Crisis Communication Continued
Wigley, S., & Fontenot, M. (2011). The Giffords shooting in
Tucson: Exploring citizen-generated versus news media content in
crisis management. Public Relations Review, 37, 337-344.
Available via Elsevier (Communication & Mass Media Complete).
DISCUSSION LEADER____________________
Stephens, K. K., & Malone, P. C. (2009). If the organizations
won’t give us information…: The use of multiple new media for
crisis technical translation and dialogue. Journal of Public
Relations Research, 21(2), 229-239. (pet food crisis) Available
full-text via Communication & Mass Media Complete.
DISCUSSION LEADER____________________
National Communication Association conference deadline March
28. Conference in Orlando, November 15-18.
Association of Educators in Journalism & Mass Communication
conference deadline April 1. Conference in Chicago, August 9-12.
Week Thirteen
April 2
Reaching Special Publics in Crisis Communication
Corporate Social Responsibility and Crisis Communication
Cowden, K. (2008) Communicating crisis: Lessons learned in
conducting field research among Native American populations.
Journal of the Communication, Speech, & Theatre Association of
North Dakota, 21, 33-39. Available full-text via Communication &
Mass Media Complete.
Littlefield, R. S., et al. (2009). A case study of the Red Lake,
Minnesota, school shooting: Intercultural learning in the renewal

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process. Communication, Culture, & Critique, 2, 361-383.
Available full-text via Communication & Mass Media Complete.
DISCUSSION LEADER____________________
Hooper, P., & Fearn-Banks, K. (2006). Finding Milton Wright:
How public relations disaster campaigns impact the elderly.
Journal of Promotion Management, 12(3/4), 143-159. Available
full-text via Communication & Mass Media Complete.
DISCUSSION LEADER____________________
Vanhamme, J. & Grobben, B. (2009). “Too good to be true!” The
effectiveness of CSR history in countering negative publicity.
Journal of Business Ethics, 85, 273-283. Available full-text via
Communication & Mass Media Complete.
DISCUSSION LEADER____________________
Week Fifteen
April 9
International Crisis Communication
Transparency Laws and Crisis Communication
Foreign Agents Registration Act and Public Relations
Lindholm, K., & Olsson, E-K. (2011). Crisis communication as a
multi-level game: The Muhammad cartoons from a crisis
diplomacy perspective. International Journal of Press/Politics,
16(2), 254-271. Available full-text via Communication & Mass
Media Complete.
DISCUSSION LEADER____________________
Zhang, J., & Benoit, W. L. (2004). Message strategies of Saudi
Arabia’s image restoration campaign after 9/11. Public Relations
Review, 30(2), 161-168. Full-text available via Elsevier
(Communication & Mass Media Complete.)
Chen, L. (2008). Open information system and crisis
communication in China. Chinese Journal of Communication,
1(1), 38-54. Available full-text via Communication & Mass Media
Complete.
Week Fifteen
Apr 16
Post-Crisis Communication
Evaluation Techniques; Institutional Memory
Crisis Communication in the 21 st Century
Coombs, chs 9 & Epilogue

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Week Sixteen
Apr 23
Exam Night
May 7
Case Study/Crisis Plan Presentations
Case Study/Crisis Plan Presentations
All case studies and crisis plans (regardless of when you lead your discussion) are due on
May 7 at 6 p.m. Please provide a hard copy. No email submissions will be accepted.
Resources
Public relations/organizational communication refereed journals
Public Relations Review
Journal of Public Relations Research
Journal of Communication Management
International Journal of Strategic Communication
Journal of Promotion Management
Public Relations Inquiry (first issue January 2012)
PR Journal (online open-access sponsored by PRSA)
http://www.prsa.org/Intelligence/PRJournal/
Public relations professional organizations (local)
Raleigh Public Relations Society
http://www.rprs.org/
Public Relations Society of America, NC chapter http://www.ncprsa.org/
International Asso of Business Communicators, Triangle chapter
http://www.iabctriangle.org/
Public relations professional organizations (national/international)
International Association of Business Communicators http://www.iabc.com/
Public Relations Society of America http://www.prsa.org/
International Public Relations Association
National Investor Relations Institute (founded as intnl org but mostly U.S.
chapters plus virtual chapter for those outside U.S.)
Global Alliance for Public Relations & Communication Management
See website at www.globalpr.com for national and continental public
relations organizations
Federation of African Public Relations Associations
Confederation Europeene des Relations Publiques
Interamerican Confederation of Public Relations
Public Relations Institute of New Zealand
Public Relations Institute of Australia
Trade publications
PR News See http://www.prnewsonline.com/

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Advertising Age See http://adage.com/
Communication World (IABC) http://www.iabc.com/cw/
PR Tactics (PRSA) http://www.prsa.org/Intelligence/Tactics/Issues
The Strategist (PRSA) http://www.prsa.org/Intelligence/TheStrategist/Issues
For-profit organizations
Ragan Communications (website, social networking site, publications, blog,
seminars) http://www.ragan.com/Main/Home.aspx
Institute for Crisis Management (for-profit consulting firm mostly interested in
business crises; publishes online reports and maintains helpful publications list)
See www.crisisexperts.com
Sample Relevant Public Relations Institutes
Institute of Public Relations Research (non-profit). See
http://www.instituteforpr.com/
The George Washington University Institute for Crisis, Disaster, and Risk
Management (focused on education for engineers). See
http://www.gwu.edu/~icdrm/
University of Florida College of Health and Human Performance: Tourism Crisis
Management Institute. See http://www.hhp.ufl.edu/trsm/tcmi/home.php
Sample Sources for Public Relations Jobs
Local professional organizations
IABC and PRSA national listings (PRSA requires membership)
Trade publication listings
Listserv, resume posting, job listings: http://www.prweekjobs.com/
LinkedIn (professional social media)
Other books and readings that may be useful (not required)
Avery, E. J., & Kim, S. (2009). Anticipating or precipitating crisis? Health agencies may not be heeding
best practice advice in avian flu press releases. Journal of Public Relations Research, 21(2), 187-197.
Benoit, W. L. (1997). Image repair discourse and crisis communication. Public Relations Review, 23(2),
177-187.
Caldiero, C. T., Taylor, M., & Ungureanu, L. (2009). Image repair tactics and information subsidies during
fraud crises. Journal of Public Relations Research, 21(2), 218-228.
Cloudman, R., & Hallahan, K. (2006). Crisis communication preparedness among U.S. organizations:
Activities and assessments by public relations practitioners. Public Relations Review, 32, 367-376.
Combs, W. T. (2007). Attribution theory as a guide for post-crisis communication research. Public
Relations Review, 33, 135-139.

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Cutler, A. (2004). Methodological failure: The use of case study method by public relations researchers.
Public Relations Review, 30(3), 365-375. Available via Elsevier (Communication & Mass Media
Complete).
Holtzhausen, D. R., & Roberts, G. F. (2009). An investigation into the role of image repair theory in
strategic conflict management. Journal of Public Relations Research, 21(2), 165-186.
Heath, R. L., Lee, J., & Ni, L. (2009). Crisis and risk approaches to emergency management planning and
communication: The role of similarity and sensitivity. Journal of Public Relations Research, 21(2), 123-
141.
Jacques, T. (2008). A case study approach to issue and crisis management: Shadenfreude or an opportunity
to learn? Journal of Communication Management, 12(3), 192-203. Pluses and minuses of case studies as a
tool for improving crisis and issues management.
Jordan-Meier, J. (2011) The four stages of highly effective crisis management: How to manage the media in
the digital age. CRC Press (Taylor & Francis).
Lachlan, K. A., & Spence, P. R. (2011). Crisis communication and the underserved: The case for partnering
with institutions of faith. Journal of Applied Communication Research, 39(4), 448-451.
Millar, D.P., & Heath, R. (2004). Responding to crisis: A rhetorical approach to crisis communication.
Mahwah, NJ. Lawrence Erlbaum.
Reber & Gower, K. (2006). Avow or avoid? The public relations strategies of Enron and Worldcom.
Journal of Promotion Management, 12(3/4), 215-239.
Schultz, F., Utz, S., & Goritz, A. (2011). Is the medium the message? Perceptions of and reactions to crisis
communication via twitter, blogs and traditional media. Public Relations Review, 37, 20-27.
Ulmer, R. R., Sellnow, T. L., Seeger, M. W. (2007). Effective crisis communication: Moving from crisis to
opportunity. Thousand Oaks: Sage. Practitioner-oriented book, not grounded in theory. Stakeholder
relations emphasized.
Varma, T. M. (2011). Crisis communication in higher education: The use of ‘negotiation’ as a strategy to
manage crisis. Public Relations Review, 37(4), 373-375.
Vielhaber, M. E., & Waltman, J. L. (2008). Changing uses of technology: Crisis communication responses
in a faculty strike. Journal of Business Communication, 45(1), 308-330.
Wan, H. (2008). Resonance as a mediating factor accounting for the message effect in tailored
communication: Examining crisis communication in a tourism context. Journal of Communication, 58,
472-489. Interesting theoretical article on the resonance concept and how it can be applied in crisis
communication. May be of special interest to students interested in tourism or health public relations.