ZURb1228 Crisis communication

Faculty of Social Studies
Spring 2022
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
PhDr. Jan Tomandl (lecturer)
Mgr. Tereza Fojtová (lecturer)
Mgr. Kristýna Maršovská (lecturer)
Mgr. Jaroslav Čuřík, Ph.D. (lecturer)
Guaranteed by
Mgr. Jaroslav Čuřík, Ph.D.
Department of Media Studies and Journalism - Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Supplier department: Department of Media Studies and Journalism - Faculty of Social Studies
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
there are 35 fields of study the course is directly associated with, display
Course objectives
The aim of the course is to acquaint students not only with the theoretical foundations, but also with the practical examples of crisis communication. The subject is led by the active participation of practitioners who bring experience into their daily work. Students are expected to actively participate in the presentations of tasks, simulations, and debates . The complexity of the course is based on the requirements of the application sphere, as elaborated in the market analysis.
Learning outcomes
The course prepares students to acquaint with public relations professionals in journalistic practice through the acquired knowledge of future journalists, but also provides students with basic information for applying directly to public relations (in crisis communication). Upon successful completion of this course, students will acquire knowledge and skills that should be controlled by anyone who wants to successfully deal with crisis communication, to prepare themselves for possible communication crises, and to recognize the right time to start with crisis communication. They also gain theoretical knowledge and insight and skills useful in working with PR agencies or communications / press departments. Upon successful completion of the course students are able to apply acquired knowledge in practice.
  • Course structure: 1. The world of media and preparation for communication with them: how current media work, what has changed and changed, the current situation in the media, ways of consuming the media. 2. World of journalists, preparation and mastering the interview, difficult situations, practical demonstrations. 3. Basics of crisis communication: what is crisis communication, theory and types of crisis communication. 4. Sources and causes of crises, what to do in a crisis situation. 5. Crisis manuals of selected companies, crisis management solutions awarded in important PR competitions (I.). 6. Crisis manuals of selected companies, dealing with crisis situations valued in important PR competitions (II.). 7. Social networks: how to use social networks and what (not) to do in crisis communication. 8. Media and Internet monitoring as an important tool for both common and crisis communication. 9. Communication tools, features and specifics: press releases, press kits, press conferences, roundtables, Q & A documents, media sheets. 10. Internal communication: Specifics, techniques, tools, what and how to communicate in a crisis situation. 11. Case study: examples of different types of crises and different ways of solving them (I.). 12. Case study: examples of different types of crises and different ways of solving them (II.). Syllabus of Seminars: 1-4. Team presentations (presentations, discussion, evaluation, feedback): demonstrations and analysis of crisis communication in selected world and Czech companies. 5-8. Simulation of Crisis Communication (Simulation, Discussion, Evaluation, Feedback): students will try out crisis communication in practice. 9.-12. Presentation of seminar papers (presentation, discussion, evaluation, feedback): proposal of communication strategy, including proposal of solution of crisis situation and proposal of press release.
    required literature
  • TOMANDL, Jan, Jaroslav ČUŘÍK, Kristýna MARŠOVSKÁ and Tereza FOJTOVÁ. Krizová komunikace : principy - zkušenosti - postupy. 1. vydání. Brno: Masarykova univerzita, 2020. 221 stran. ISBN 9788021096363. info
  • CHALUPA, Radek. Efektivní krizová komunikace : pro všechny manažery a PR specialisty. 1. vyd. Praha: Grada, 2012. 169 s. ISBN 9788024742342. info
  • BEDNÁŘ, Vojtěch. Krizová komunikace s médii. Vyd. 1. Praha: Grada Publishing, 2012. 183 s. ISBN 9788024737805. info
    recommended literature
  • ANTUŠÁK, Emil and Josef VILÁŠEK. Základy teorie krizového managementu. Vydání první. V Praze: Univerzita Karlova v Praze, nakladatelství Karolinum, 2016. 130 stran. ISBN 9788024634432. info
  • ANTUŠÁK, Emil. Krizová připravenost firmy. 1. vyd. Praha: Wolters Kluwer Česká republika, 2013. 182 s. ISBN 9788073579838. info
  • FEARN-BANKS, Kathleen. Crisis communications : a casebook approach. 4th ed. New York: Routledge, 2011. xi, 381. ISBN 9780415880589. info
  • ANTUŠÁK, E. Krizový management: hrozby - krize - příležitosti. 1. vyd. Praha: Wolters Kluwer Česká republika, 2009. 395 pp. ISBN 978-80-7357-488-8. info
  • ANTUŠÁK, Emil and Zdeněk KOPECKÝ. Krizový management : krizová komunikace. Vyd. 1. Praha: Oeconomica, 2005. 91 s. ISBN 8024509458. info
Teaching methods
Lectures, seminars, teamwork of independent works and practical projects, study of prescribed literature. Simulated practical learning by doing. Mentoring from experts. Project oriented learning. Developing teamwork.
Assessment methods
The colloquium will be successfully completed by the students who submit and present at an agreed date and at a minimum of sufficient quality: 1) Team Report. 2) Simulation of Crisis Situation. 3) Seminar work. Each presentation is a discussion, a discussion of the   presented problems. Team presentation: Students will be divided into teams and will choose a world or Czech company that has solved a crisis situation. In the oral presentation of the report, the team will then inform the other students: 1) The situation of the company and the cause of the crisis situation. 2) The way of crisis communication of the company. 3) The course and outcome of the company's crisis communication. Crisis Communication Simulation: Students will divide into teams and try the crisis communication in a given case: 1) Distribute roles, decide on progress and timing. 2) They process responses to journalists' questions, prepare themselves and try a TV interview. 3) They will respond to the current situation on a crisis day. Seminar work: Students will be divided into teams and will draw a company for which they will prepare a draft of a communication strategy, including a proposal for solving a crisis situation. Part of the presentation of the seminar paper at the final seminars will be: 1) Description of the crisis solution proposal. 2) Drafting a press release. 3) Suggestions for answers to journalists' questions.
Language of instruction
Further Comments
The course is taught annually.
The course is taught: every week.
The course is also listed under the following terms Autumn 2020, Spring 2021.
  • Enrolment Statistics (Spring 2022, recent)
  • Permalink: https://is.muni.cz/course/fss/spring2022/ZURb1228