Crisis Communication and Brand Reputation (FU001759)
Class notes
Crisis Communication and Brand Reputation
5 views 0 purchase
Course
Crisis Communication and Brand Reputation (FU001759)
Institution
University Of The Arts London (UAL)
Discover the tools needed to respond effectively to a fictional crisis. Find out what to do to minimize the impact of the crisis and maximize the positive messages. Learn ways of managing brand communication during a crisis.
Holding statements, potential crises, managing the media in crisis, social media response, crisis communication examples
Subjects
crisis communication
brand reputation
holding statements
key media
zara
social media during crisis
Written for
University of the Arts London (UAL)
Unknown
Crisis Communication and Brand Reputation (FU001759)
All documents for this subject (1)
Seller
Follow
nataliakraskowska
Content preview
Crisis Communication and Brand Reputation
Unit code: FU001759
Brief:
“Within this unit, you will be introduced to the subject of Crisis and Reputation Management. This
is an important area within the communication remit of an organisation/brand. Managing your
brand’s reputation and being able to swiftly and effectively control a crisis that materialises for
your brand is an important part of the PR practitioner’s role. You will be introduced to effective
crisis management tools, what to put in place and how to respond to the media.”
Element 1: a critical report (1500 words)
Element 2: an individual contribution to a group presentation in a response to a crisis with
supporting materials
Learning Outcomes:
1. Demonstrate a developing critical awareness of the growing importance of how fashion brands
respond to wider social and cultural issues (knowledge).
2. Evaluate how brands use responsible practices effectively, to communicate and engage with
consumers and comment on its impact (enquiry, knowledge)
3. Analyse current reputation of brands and corporations and their previous response to past crisis
(enquiry).
4. Develop a communication strategy that responds to a crisis to protect and enhance its reputation
(knowledge, communication, realisation).
Crisis Circle - always be prepared for a crisis!
, Crisis communications - holding statements:
Your statement should include:
- A factual headline
- The date and time
- The location of the incident
- Basic details that have been confirmed
- Actions your organisation is taking that you are willing to make public
- An expression of compassion or empathy (if appropriate)
- Contact details OR details on further updates
Tips:
-Express empathy and take action: the empathetic writing includes words like “we appreciate,” “we
understand,” and “we acknowledge.”
-Phrases to use in the statement include “taking appropriate measures,” “taking immediate action,”
and “working closely with the authorities.”
An example of a holding statement written by me:
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller nataliakraskowska. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $13.05. You're not tied to anything after your purchase.
