CM522: Managing Corporate Issues & Crisis

Tuesdays 3:30 & 6:30 pm COM 317

Review and diagnosis of major crises and issues affecting corporations. Case discussions of prominent crises. Examines appropriate management actions and communications before, during, and after a crisis. Also focuses on managing issues properly to avoid full-blown crises. The course is separated into four sections: Communicating In An Era of Constant Crisis; Managing Crises & Issues; How Crisis Management is Changing; and, You’re The Crisis Manager.

Course objectives

Prepare students for crisis management and communication challenges similar to what will be experienced in a corporate environment or non-profit/government setting, or as an agency crisis counselor. Specifically, the course enables students to:

Understand what a crisis is (vs. an issue). Anticipate crises and prepare for them.

  1. Explore how organizational cultures and governance practices create vulnerability to crises.

  2. Understand enterprise risk and prepare risk communication programs.

  3. Minimize the damage to reputation caused by a crisis.

  4. Engage in sound media relations and communications with important stakeholders.

  5. Develop a fundamental understanding of management’s responsibility and ethics in publicly held corporations.

  6. Understand the use of technology and data in managing issues and crises.

  7. Improve the writing and presentation skills of students.

Required reading

This syllabus addresses what we know today about how this course will proceed. However, just like crisis communications plans can change in an instant, our materials and course discussions can change as well. Therefore, this syllabus may be updated during the semester. What will not change are the core elements of the course, as described below.

  • Assignments are due at the beginning of class, submitted via email to the instructor prior to the deadline.

  • Please keep a copy of each assignment, prior to submitting it, for your files. You will be responsible for holding onto this copy until the conclusion of the semester.

  • Include your name/s, my name, the date, and the assignment’s title at the top of the first page of your assignment. Number pages.

  • Assignments should be written in third person, with the same attention to voice, tone, grammar (e.g., no passive voice) as you would put into media materials. We will use The Associated Press Stylebook and Libel Manual.

  • Brevity is best. These assignments, like media materials, should be easy to digest, using bullets, subheads, and brief sentences, where appropriate.

  • Failure to submit all parts of an assignment will result in a lower grade.

  • For team assignments, each participant will submit an evaluation of the performance of each member of the team.

Assignments & Grading

Assignment Guidelines

Quiz 1 = 15% ᐧ Quiz 2 = 15% ᐧ Paper = 15% ᐧ Participation = 30% ᐧ Crisis Case Study = 25%

Grading Scale


93.99% - 100 = A
90 – 93.98 = A-
87-89.99 = B+
84-86.99 = B
80-83.99 = B-
77-79.99 = C+
74-76.99 = C
70-73.99 = C-
66-69.99 = D
65 and below = F

 Assignments

  • Ongoing Book Discussion

    As a group, we will be reading Flying Blind, and relating it to crisis conversations and modern-day communication challenges. Students should keep up with the reading and be prepared to discuss chapters according to the weekly schedule. This is a non-fiction account of a crisis. Take notes while reading and be prepared to discuss specifics as there will be several in-class team exercises related to the book. Students also will be responding to professor questions and other student comments.

    Crisis Chats

    Students will be assigned a class where they will present one crisis case or article related to crisis management (from within the past year). Students should briefly summarize the article/case and lead the class in a discussion about the content by presenting one question for discussion by the class.

    Course Participation

    Participation is the professor’s evaluation of the value you bring and the effort you put into the course. I will be looking for your substantive contribution to class discussions, including in-class exercises, book conversation, and lecture content. This part of your grade is subjective, and I encourage you to be an active participant in your education. During class, I expect you to fully participate. Be prepared for each class – read the assigned text BEFORE class.

    Attendance and the Crisis Chat are mandatory course participation elements.

    Also, there are optional ways to participate in the study of crisis communication this semester:

    • Post on our Slack channel

    • Submit questions for guest speakers • Email questions about our studies to the professor

    • Schedule office hour time with the professor to discuss the class, a project, or the PR profession…even your career

    • Attend external event related to the study of communications…submit a two paragraph summary of the event:

    1) What it was, and,

    2) What you learned.

    • Watch a documentary on a crisis case and submit a two-paragraph summary of the documentary:

    1) What it was, and

    2) What you learned.

    In other words, if you want to improve your course participation grade, do some or all of the activities above.

  • Two quizzes will test knowledge of principles learned throughout the course. The quizzes have short-answer questions and the second will have an essay. Each should take about one hour to complete. These will be “take home” quizzes on Blackboard. Professor Sheffer will present a review of materials the week before each quiz.

  • Choose one real crisis currently being experienced by an organization or individual. Organize your thoughts to address the prompts below in any order—be clear and use subheads for various sections if possible. Please write this document as the chief communications officer of the company. You are writing an email message to the CEO, president, or leader of the organization you have selected. Therefore, the message should be informal (“John, I am writing to update you on the crisis regarding…”)

    Provide a brief situation analysis of the issue and how it is currently being managed.

    Describe all stakeholders that this organization/entity would need to communicate with during this crisis. What would be the best way to reach each?

    Offer insight into how you would counsel this entity to manage and respond to the crisis. Be clear on why these recommendations are good ones.

    Can you provide examples of any other brands that experienced similar crises and how they handled it effectively or poorly?

    Discuss ways to potentially prevent this and/or other crises from affecting this entity in the future.

    In addition to providing counsel on how to "fix" the situation itself, be sure to provide ways to repair the short and long-term image/reputation of that entity.

    How would you utilize traditional and social media to manage the crisis?

    What would be your key messages? List three main messages with supporting points.

    Utilize concepts from lectures and readings to solidify your arguments. Length is your choice.

  • Teams of five students will lead 30-minute class discussions on a company that is facing a crisis. You can select the crisis. It must be recent – within the last two years. Please send your selection to Professor Sheffer to ensure two teams are not doing the same case.

    These “crisis labs” will be working sessions focused on the strategy and execution of each company’s crisis response. You should begin with a description of the company, including its products, finances (revenue, earnings, market position and stock price performance).

    Then, summarize the crisis:

    —What happened?

    —How and when did the crisis first become public?

    —What actions did the company take – or not take —in response to the crisis?

    —What stakeholders are most important to the company in this crisis?

    —What is the status of the crisis? You may show a video or distribute a news clip to help summarize the crisis.

    Summarize the company’s communications strategy in response to the crisis:

    —What were its key messages?

    —Who delivered them?

    —When and how were the messages delivered?

    Did the messages mention the company’s values? Address these questions for class discussion:

    —Was the company effective in responding to the crisis? Why or why not?

    —Was its messaging effective and mitigating the crisis and limiting its impact?

    —How would you have improved the company’s crisis response?

    —What should the company do to prevent similar crises in the future?

    Every member of the team should lead a discussion on one of these questions.

    Include in your paper only 5-7 questions and answers you expect the class and the professor will ask you after your presentation.

    The summaries of the company, crisis and response should be presented on PowerPoint pages and on paper (maximum of 12 pages). Both should be turned in to Professor Sheffer via email and in hard copy of the day of the presentation.

Course Schedule

 Course Policies

  • Public relations – the practice and your education – requires strict discipline. I expect you to attend each class, for the entire session, just as you would attend a professional job every day. If you choose to not attend class, you are responsible for the material covered that day. The professor will record all classes via Zoom for you to watch.

    If you are going to miss class, I must receive notice via email or text BEFORE class begins, or I will consider this an unexcused absence. Each unexcused absence will lower your participation grade.

  • At your discretion, please alert me to anything related to preferred pronouns, preferred name or nickname, or any extenuating circumstances or trigger warnings (personal, medical, etc.) that might impact your classroom experience. I want to make sure you have the most positive experience in the classroom as possible. If work that gets shown in this class, professional or student-generated, offends you in anyway, please mention it in class or talk to us privately about it so that we can all learn from each other. This is not to say we will ever restrict freedom of speech or water down an aggressive or edgy idea, but we want to discuss anything that someone deems troublesome or offensive.

  • Boston University’s founders opened its doors to all students without regard to religion, race, or gender. Building and sustaining a vibrant community of scholars, students, and staff remains essential to our mission of contributing to, and preparing students to thrive in, an increasingly interconnected world.

    We strive to create environments for learning, working, and living that are enriched by racial, ethnic, and cultural diversity. We seek to cultivate an atmosphere of respect for individual differences in life experience, sexual orientation, and religious belief, and we aspire to be free of intellectual parochialism, barriers to access, and ethnocentrism.

    Success in a competitive, global milieu depends upon our ongoing commitment to welcome and engage the wisdom, creativity, and aspirations of all peoples. The excellence we seek emerges from the contributions and talents of every member of the Boston University community.

    CM522 encourages open discussion and respectful debate, as students are expected to hold a variety of beliefs and attitudes, particularly regarding communication. At times, we may cover topics that you are uncomfortable with, or lectures may include information that cause you to feel uneasy. Such controversial topics will only be discussed if they hold academic merit.

    However, discussion and debate will always be respectful and appreciative of others. If this is found to not be the case, or if statements are made that are decisively determined to not be respectful, appropriate action will be taken.

    Hate speech will not be tolerated under any circumstances, and any instances of hate speech (either online or in-person) will result in the maximum allowable punishment, up to and including the potential for federal-level investigation and prosecution.

  • In the business world, if you miss even one deadline, you put your job and career in jeopardy. In our class, we respect deadlines. There is no such thing as late work. It is either done by deadline, or it is not. Assignments that fail to meet the assigned deadline WILL NOT BE ACCEPTED, and you will receive no credit for the given assignment. Assignments are due at the BEGINNING of the class period, unless otherwise specified.

  • All assignments must be typed, following the format requirements for each assignment and project. It is your responsibility to keep an electronic copy for yourself.

    Remember to edit and proofread your writing before submitting it.

    I am looking for your ideas and learning in written documents, but I will note grammatical errors, typos or misspellings in your assignments and presentations (but not for your quizzes or exam). With spell/grammar check and other software, there is no excuse for errors of this kind.

  • It is critical that you check your BU e-mail account regularly as I do send updates and messages to the class.

  • Each student involved in group work is responsible for all work turned in by the group. If a student knows or has evidence of academic misconduct within a group, the student should address it with his or her group or professor prior to submitting the assignment. Each member of the group will provide an evaluation of every other member’s contribution. The evaluations provided by group members will factor into the overall project grade, per the assignment rubric provided by the professor.

  • Boston University is committed to fostering a safe, productive learning environment. Title IX and our school policy prohibit discrimination on the basis of sex, which regards sexual misconduct – including harassment, domestic and dating violence, sexual assault, and stalking. We understand that sexual violence can undermine students’ academic success and we encourage students who have experienced some form of sexual misconduct to talk to someone about their experience, so they can get the support they need. Confidential support and academic advocacy resources can be found with the Center for Sexual Assault Response & Prevention (SARP) at http://www.bu.edu/safety/sexual-misconduct/..

  • BU has strict guidelines on classroom behavior and practices when it comes to treatment of students and guests on the basis of race, color, religion, sex, gender identity, sexual orientation, age, mental or physical disability, genetic information, military service, national origin, or due to marital, parental, or veteran status. Discrimination for any of these reasons is prohibited. Please refer to the Equal Opportunity/Affirmative Action Policy for more details.

  • If you are a student with a disability or believe you might have a disability that requires accommodations, please contact the Office of Disability and Access Services (DAS) at 617-353-3658 to coordinate any reasonable accommodation requests. DAS is located at 25 Buick Street, on the third floor.

  • All student-athletes should be provided with a sheet from Student-Athlete Support Services regarding absences throughout the semester. These sheets should be handed in as soon as possible to avoid potential conflicts and so arrangements can be made to provide for missed lecture notes, classwork, or discussion.

  • All BU students are bound by the Academic Conduct Code. Please review to ensure you are acting responsibly and ethically in regard to your academics.

    Plagiarism is any attempt to represent the work of another person as one’s own. This includes copying or substantially restating the work of another person or persons on any examination, assigned paper or any other oral or written work without citing the appropriate source, including but not limited to books, journal articles, magazine or newspaper stories, Web site content, published or unpublished papers, reports, advertising or public relations materials, and translating a source directly from another language to English without citation. Plagiarism also includes colluding with someone else in an academic endeavor without acknowledging his or her contribution, using audio or video footage that comes from another source (including work done by another student) without the permission and acknowledgement of that source, citing authorities that do not exist, citing interviews that never took place, lifting material verbatim without using quotation marks and/or citing the source. Plagiarism is the act of representing someone else’s creative and/or academic work as your own, in full or in part. It can be an act of commission, in which one intentionally appropriates the words, pictures or ideas of another; or it can be an act of omission, in which one fails to acknowledge/document/give credit to the source, creator and/or the copyright owner of those words, pictures or ideas. Any fabrication of materials, quotes, or sources, other than that created in a work of fiction, is also plagiarism.

Additional Resources

Classroom COM 317
Office: Room 108A,

704 Commonwealth Ave.

Office Hours (in office or Zoom)
Monday
3:00 p.m. – 5:30pm

Tuesday
10 a.m. – 2:30 p.m.

 

Phone/Text
 (203) 253-9299