Strategic Communication and Crisis Communication, 7.5 credits

Main field of study with advanced study

60 credits, including 30 credits Media and Communication Studies. Exemption of the requirement in Swedish is granted. English 6.

The course is included in the programme Media and Communications Studies: Focus Health, 180 credtis and is also given as a single subject course.

The course objective is that the student acquires knowledge and skills to study and analyze organizational environments and contexts, as well as developing communication strategies for external publics. A special focus in this course is on crisis communication and crisis management. The student is expected to understand the importance of corporate social responsibility, e.g. organizational performance in areas such as equality and sustainability. Furthermore, the student is expected to acquire basic knowledge about public relations and public affairs or advocacy. The student gains practical skills in how to apply aspects of sustainability, gender, diversity and participation in communication strategies and tactics.

Following successful completion of the course the student should be able to:

Knowledge and understanding

• identify relevant communication theories and concepts for analysis of organizations' public relations
• account for basic approaches in strategic communication, sustainability, corporate social responsibility and advocacy activities
• explain and exemplify basic concepts within crisis communication and crisis management, such as definitions of crises, threats and crisis development

Skills and ability

• perform environment analyses, as well as stakeholder and target group analyses
• define the starting point for external communication activities as well as develop and present communication plans (goals, strategies and tactics) for a specific campaign, within given timeframes 
• analyze an ongoing crisis situation and decide on relevant communication strategies, as well as crisis management

Judgement and approach

• critically reflect on their own as well as others analyses and strategies, regarding organizations external communication, using perspectives such as sustainability, gender and equality, diversity and participation
• critically discuss the importance and implications of agenda setting activities, for groups, organizations and societies

The course presents communication theory approaches that can be applied to analyze organizations' public relations. Basic models for environment analysis and stakeholder and target group analysis are introduced and applied during the course, as well as basic approaches to Issues Management and PR. During the course, students are trained in how to develop communication plans for organizations' external communication, using theory as well as practical skills. More specifically, the course covers communication first and foremost in areas and contexts such as sustainability, corporate social responsibility (CSR), and advocacy. Parts of the course is especially focusing on crisis management and communication.

The teaching consists of lectures, seminars, workshops and group exercises – and to some part via the university’s digital learning platform.

The examination consists of group assignments presented in writing and orally at mandatory seminars, and an individual written examination.

If there are special reasons, the examiner may make exceptions from the specified examination format and allow a student to be examined in another way. Special reasons can e.g. be study support for students with disabilities.

Course evaluation is part of the course. This evaluation offers guidance in the future development and planning of the course. Course evaluation is documented and made available to the students.