PUBRL302

This course equips you with essential critical analytical frameworks that experienced PR communicators use to identify and manage issues to try to avert them escalating into an organisational crisis. We begin with PR issues communication processes - viewing them as a contextual scanning and relationship building approach for a critical first line of defence. Analysis of local New Zealand organisations and media communications are used to develop contextual and analytical skills for effective issues management and stakeholder relationships aiming to prevent costly crisis escalation. The final sections of the course cover 'repair' communication by examining crisis planning and management. The pedagogical approach aims to scaffold learning growth by moving from initial understandings towards more critical awareness via the application of relevant, (useful) PR communication theories for strategic responses, plans and activities.