Immaculata News
Crisis Communication at Immaculata: Preparing Students to Lead in Times of Crisis
Tags: communication

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently,” said businessman and investor Warren Buffet.
Reputation is everything in today’s fast-paced, digitally connected world, where news and information (factual or otherwise) are instantaneous and can influence whether a company will skyrocket to success or fall like the Roman Empire. This is why it’s crucial for all organizations to have a crisis management plan (CMP) in place. A CMP acts as a strategic roadmap outlining the procedures, roles and strategies an organization should have in place to effectively respond to and manage any crisis that could threaten its operations, reputation, stakeholders or assets.
Recognizing this importance, the crisis communication course at Immaculata, taught by Melissa Rice, Ph.D., offers a dynamic blend of theory and practical application, providing students with the tools to make a meaningful impact within organizations. This course unites students who come from diverse majors, including emergency management, communication, psychology and business, through the shared goal of mastering crisis situations that could potentially devastate an organization’s reputation.
In this course, students delve into theory and real-world case studies, uncovering best practices and common pitfalls. At the heart of the course is the creation of a customized CMP for local nonprofits that each student is randomly paired with at the start of the semester. These nonprofits, such as the Chester County Bar Association, Meals on Wheels Chester County, Chester County Youth Center, and The Fund for Women and Girls, often lack the resources and dedicated PR teams to create a CMP. Through their work, students help these organizations develop plans that ensure they can navigate crises with resilience, safeguarding their reputation when challenges arise.
In some cases, it is difficult for students to craft CMPs without direct insight into the nonprofits’ operations and cultures. To overcome this challenge, students conduct in-depth research, identify potential crises and develop strategies for image repair, emergency response and recovery. This approach enhances the students’ crisis communication and strategic thinking skills and gives them the hands-on experience of providing comprehensive solutions to real-world challenges. As a result, the organizations gain a strong foundation for effective crisis management, with some implementing the student-provided CMPs with little or no modification.
The crisis communications course aims not only to prepare students for future crises but also to empower them by refining their creativity and innovative mindset. It hones essential skills crucial for workplace success and equips students to help businesses effectively navigate crises. Throughout the course, students develop the capabilities to deliver messages with professionalism, manage sensitive situations and lead with confidence, empathy and precision.
Learn more about Immaculata’s degree in communications, or for additional questions, contact admiss@immaculata.edu.