Course Title: Develop and implement crisis management plans

Part B: Course Detail

Teaching Period: Term2 2021

Course Code: MKTG8053C

Course Title: Develop and implement crisis management plans

School: 650T Vocational Business Education

Campus: City Campus

Program: C6169 - Advanced Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Gerry McCusker

gerard.mccusker@rmit.edu.au 

Nominal Hours: 40

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit describes the skills and knowledge required to coordinate, cultivate and apply a crisis management plan.

 It applies to individuals who demonstrate a range of managerial skills in senior public relations roles. People in this role have primary responsibility for preparing and instigating a planned communications response in an emergency.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB504 Develop and implement crisis management plans

Element:

1. Develop crisis management plans

Performance Criteria:

1.1 Conduct research to identify crisis management best practice

1.2 Consult relevant groups and individuals for input into the crisis management plan

1.3 Document, distribute and maintain organisational crisis management plan

1.4 Ensure organisational crisis management plan is clearly understood by relevant groups

1.5 Ensure crisis management plan complies with organisational policies and legal and ethical requirements

1.6 Practise simulated crisis responses

Element:

2. Implement a crisis management plan

Performance Criteria:

2.1 Set up a dedicated crisis resource centre

2.2 Develop a crisis response team to deal with media and conduct issue tracking

2.3 Monitor media to ensure the organisation is aware of possible crises

2.4 Implement and monitor issues tracking systems according to crisis plan

Element:

3. Review and update crisis management plans

Performance Criteria:

3.1 Consult managers and employees about the effectiveness of the crisis plan

3.2 Amend crisis management plan as necessary to comply with legal and ethical requirements

Learning Outcomes


In this course you will learn the skills and knowledge required by public relations personnel to coordinate, develop and implement a crisis management plan, to provide an organisation with a planned communications response for use in the event of crisis.


Details of Learning Activities

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.


Teaching Schedule

Weekly Schedule 

MKTG8053C / BUSM8875C Crisis Management and Corporate Communication
Semester 2 2021

Week number 

Week beginning 

Topic 

Assessments 

O-Week

5th July

Introduction

·         Teacher, student introductions

·         Assessments and Feedback

·         Course overview

·         Assessment Tasks

·         Groups

·         Workshop

Brief all assessments and assessment overview 

2

12th July

Crisis management – What is a crisis? 

Crisis research – 

  • Impact of a crisis on an organisation - both reputational and financial of a crisis 
  • Research recent crisis and categorise into types to help with crisis communication plans. 


3

19th July 

Crisis Management – Stakeholder communication strategies and pathways  

  • Who is a stakeholder? 
  • Barriers to communication that can lead to miscommunication and discrimination (adapting communication) 
  • Introduction to laws involving communication –  
  • Anti Discrimination Laws  
  • Product recall communication. 

  

4

26th July

Crisis management plan development – Key elements and best practice 

  • Best practice communication – case study reviews 
  • Issue management 
  • Issue tracking 

  

5

2nd August

Crisis Management – Best practice crisis communication  

  • Key message communication 
  • Internal communication 
  • Apology 
  • Small companies 
  • Best practice – case studies 


6

9th August

Crisis Management – Key elements of planning 

  • Communication templates 
  • Plan development discussions ( who/when) 
  • Risk analysis 

7

16th August

Factors that impact organisations Communication strategies  

  • Corporate structure, policy and procedures 
  • OHS – Safe work Australia 
  • Legal considerations including -  Privacy,  
  • Ethical considerations 


8

23rd August

Implementing the crisis plan  

  • Crisis Lifecycle – impact on communication strategy 
  • Crisis team -Who is in the team, Team roles, Key roles of the team members throughout the CLC 
  • Goals and objectives of communication plans 

 Assessment 1 due

Mid Semester Break 30th August - 5th September

9

6th September

Communication strategies and techniques 

  • dealing with conflict,  
  • negotiation  
  • coaching skills 

10

13th September

Crisis briefing and CTM 

Assessment 2 Crisis Briefing and Crisis Team Meeting due in class

11

20th September

Implementing the crisis plan  

  • Managing the media – press conference and networks 

12

27th September

Implementing the crisis plan  

  • Dealing with the media - press conference 

Assessment 2 Written report due

13

4th October

Crisis Communication - press conference 

 Assessment 2 Role Play due in class

14

11th October

Crisis Communication - press conference 

 Assessment 2 Role Play due in class

15

18th October

Review and update Crisis plans 

  • Evaluation and review Crisis Management plans 

Assessment 3 due

16

25th October

Resubmissions


17

1st November

Grade Entry


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available on Canvas


Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in crisis management:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Knowledge tests
  • Practical display with personal interview, presentations or documentation
  • Case studies
  • Real situations
  • Interaction with others.

 

You will be assessed on the criteria below:

Performance evidence:

Evidence of the ability to:

  • develop, distribute and implement a crisis management plan that complies with organisational, ethical and legal requirements
  • work with others to evaluate a crisis management plan and make necessary amendments

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • explain the key provisions of legislation, codes of practice and national standards that affect crisis management
  • explain the components of a crisis management plan
  • explain the relevance of media management to a crisis management plan.
  •  

Assessment Conditions

Assessment will be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and include access to:

    • office equipment and resources
    • examples of crisis management planning and evaluation documents
    • case studies and, where possible, real situations
    • interaction with others.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met. You will be provided with feedback throughout the course to check your progress.

Feedback

Feedback will be provided throughout the semester in class and/or with online discussions.

You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. You can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

 


Assessment Tasks

Assessment 1 Task -  Research and Analysis Report

Date and time due         : Week #8

Purpose: The purpose of this assessment task is designed to allow you to develop your research and analytical skills delving on a recent organisational crisis. From the findings, you are to apply your knowledge and understanding to develop a crisis management plan in response to the crisis.  

Requirements: There are two (2) parts to this assessment. You must complete both parts in full.  


Part 1 – Research (Q1 – Q6) 

Choose a suitable organisation (must be approved by your teacher) that you will use as a case study to complete the following tasks. Undertake research and identify a recent organisational crisis (post 2005) that has taken place.  


Part 2 - Crisis Management Plan development (Q7-Q10) 

In this part you will use your previous findings to help develop a new crisis management plan for your nominated organisation (same as in Part 1) 


Assessment 2 Task - Crisis Management Plan  

Date and time due:        

Crisis Briefing and Crisis Team Meeting will take place in Week 10.  

The Written Assessment is to be submitted by Week 12 Sunday 11:59pm. 

The Press Conference role play will take place in class during Weeks 13 and 14. 

      

Purpose: The purpose of this assessment is to allow you to demonstrate your ability to develop, communicate and implement a crisis management plan for an organisation. The plan will include a number of different communication strategies, adapting the communication to suit different stakeholder groups.  

Requirements:  Using the case study provided, you are to collaborate to create a crisis management plan, and organise and conduct a press conference. You must complete a series of tasks to meet key legal and ethical requirements, and organisational objectives.  


Note: Key organisational objectives that you will need to satisfy include setting up a dedicated crisis resource centre and communication strategy for both internal and external stakeholders. 
 

Additional notes for assessment: 

  • You will be in groups of 3 for this assessment but must submit your own individual work. NO changes to group sizes are possible without approval of the teacher. 
  • All students must be a nominated member of the crisis team. (either CEO, Lawyer, Media/communications) 
  • You will be provided with the case study in week 9. 


This task has three (3) parts:  

  1. Setup a resource centre for crisis team meeting Week 11 (assessable via observation) - You will set up a control room for the crisis and start working on your crisis response. 
  2. Written Assessment due Week 12 Sunday midnight - You will create a crisis management plan document that meets all organisational needs, requirements and objectives. 
  3. Press conference role play in class Week 13 and 14 (ALL students will have a role in both weeks) 


Assessment 3 Task -  Reflection and Evaluation

Date and time due         : Week #15

Purpose: The purpose of this assessment task is to assess your ability to analyse and evaluate the approaches and strategies used in responding to a crisis situation.  

Requirements: You are to reflect on the press conference you participated in in week 13/14. Reflect on your communication skills, strategies used, as well as the crisis response you implemented.   

This task is expected to be approx. 800- 1000 words. (Please review word counts on questions) 

This task should analyse and discuss the specific communication strategies used and evaluate against best practice from both a crisis response and communication perspective. General responses not backed up by communication strategies will not be satisfactory. 


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.
Submission Requirements

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

Other Information



Late Submission Procedures 
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.  If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.  
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Re-submissions
Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course.
Adjustments to Assessment 
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment
Marking Guide (Competency): 
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing. 

Final Grades table:


CA Competency Achieved  NYC Not Yet Competent DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher


Course Overview: Access Course Overview