Reputations and brands take years to build – but can be damaged in hours. In those moments, communications is not just important – it is decisive.
This course examines how organizations, political leaders, campaigns, and companies communicate during moments of crisis, when decisions are made under pressure and scrutiny is intense. In today’s fast-moving media environment - driven by real-time news cycles and social media amplification - small issues can quickly escalate into significant reputational threats that shape public perception, regulatory outcomes, and policy debates.
Students will learn how to anticipate potential crises, identify and prioritize key audiences, frame issues effectively, develop clear and persuasive messages, and implement strategic communications plans.
The course also teaches students how to increase the effectiveness and impact of organizations and campaigns – even outside of crisis situations. For students who aspire to lead organizations or run for office, these skills are central to shaping strategy, influencing audiences, and achieving results.
The course draws on real-world case studies across politics, business, and public affairs.