PR404 Crisis Communications & Image Management

PR404 Crisis Communications & Image Management

About This Course

A crisis can be defined as a major, unpredictable event that has the potential to negatively impact a business. The event and its aftermath may significantly damage an organization and its employees, products, services, financial conditions, and reputation. Every organization should be thoroughly prepared for a crisis and ready to manage the flow of information. In this course, participants will focus on communication strategies for dealing with crisis situations, learn about the different types of crises that may occur, and learn how to develop a communications plan before a crisis happens.


Course Snapshot


Once per year (Winter)


4 weeks


Course Schedule         Register Now

Businesswoman leading a presentation


Strategic communication is the total effort of an organization to inform, motivate, and connect with its various audiences. As social media and the immediacy of digital media takes over the news cycle, understanding how an organization is perceived by its internal and external audiences is essential for...

What You’ll Learn

Upon completion of this course, students will have gained the knowledge to:

  • Define and apply key ideas in the field of crisis communications;
  • Explain the differences between crisis, risk, and image management messaging;
  • Identify key aspects of crisis communications planning;
  • Understand the psychology of a crisis and know how to use empathetic communication;
  • Evaluate audiences and stakeholders to tailor messaging appropriately;
  • Create a plan based on an assigned crisis scenario for their portfolios.

The Learning Environment

This class is fully online and includes live, online sessions with the instructor.

Other Courses in this Certificate Track

Enrolling in the full certificate program allows for more comprehensive learning in regard to strategic communications and public relations.

Courses may be taken individually and in any order unless otherwise noted. Four courses are required to complete the certificate. If pursuing the certificate, all courses in the certificate program must be completed within three years. Visit the program page for a recommended sequence.