Outline

Overview

The unit will examine how organisations use public relations (PR) to deal with crisis situations. Throughout the unit we will use case studies to explore frameworks, risk prioritisation, issues management, planning, response and evaluation strategies for diverse organisations and topics from environmental and corporate to health and social.

Unit details and rules

Academic unit	Media and Communications
Credit points	6
Prerequisites ?	None
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Catherine Page Jeffery, catherine.pagejeffery@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Interactive oral	Crisis communication response interactive oral Organisational statement and Q&A interactive oral response to crisis scenario.	20%	Multiple weeks	8 minutes (1000 wds equivalent)	AI prohibited
Outcomes assessed:
Case studies	Case study analysis Analysis of organisational crisis response	25%	Week 05 Due date: 27 Mar 2026 at 23:59	1000 words	AI allowed
Outcomes assessed:
Written work	Crisis communication organisational response Written organisational response to a crisis situation	35%	Week 11 Due date: 11 May 2026 at 23:59	1500 wds	AI allowed
Outcomes assessed:
In-person written or creative task	Weekly Test Weekly multiple-choice test	20%	Weekly	10 x 100 wds equivalent (1000 wds total)	AI prohibited
Outcomes assessed:

Assessment summary

Assessment	Word Count	Weight
Weekly test	10 x 100 wds equivalent (1000 wds total) total	20%
Case study analysis	1000 words	25%
Crisis communication organisational response	1500 words	35%
Crisis communication response interactive oral	1000 words (equivalent)	20%

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a High distinction indicates work of an exceptional standard, a Distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100
Distinction	75 - 84
Credit	65 - 74
Pass	50 - 64
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date: Deduction of 5% of the maximum mark for each calendar day after the due date. After ten calendar days late, a mark of zero will be awarded. This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below: For every calendar day up to and including ten calendar days after the due date, a penalty of 5% of the maximum awardable marks will be applied to late work. For work submitted more than ten calendar days after the due date a mark of zero will be awarded (USYD Assessment Procedures, 2011)

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction to crisis communications	Lecture (1 hr)
Week 01	Introduction to crisis communications	Tutorial (2 hr)
Week 02	Crisis communication foundational theories - Part One	Lecture (1 hr)
Week 02	Crisis communication foundational theories: Part One	Tutorial (2 hr)
Week 03	Crisis communication foundational theories - Part Two	Lecture (1 hr)
Week 03	Crisis communication foundational theories - Part Two	Tutorial (2 hr)
Week 04	Organisational crisis response strategies	Lecture (1 hr)
Week 04	Organisational crisis response strategies	Tutorial (2 hr)
Week 05	Responding to crises - Crisis communication in practice	Lecture (1 hr)
Week 05	Responding to crises - crisis communication in practice	Tutorial (2 hr)
Week 06	Responding to activists and interest groups	Lecture (1 hr)
Week 06	Responding to activists and interest groups	Tutorial (2 hr)
Week 07	Planning for crisis	Lecture (1 hr)
Week 07	Planning for crisis	Tutorial (2 hr)
Week 08	Crisis communication in the digital age	Lecture (1 hr)
Week 08	Crisis communication in the digital age	Tutorial (2 hr)
Week 09	Dealing with the media during a crisis	Lecture (1 hr)
Week 09	Dealing with the media during a crisis	Tutorial (2 hr)
Week 10	Responding to specific crisis events	Lecture (1 hr)
Week 10	Responding to specific crisis events	Tutorial (2 hr)
Week 11	External crisis events	Lecture (1 hr)
Week 11	Practice for group presentations	Tutorial (2 hr)
Week 12	Group presentations	Tutorial (2 hr)
Week 13	Group presentations	Tutorial (2 hr)
Week 13	Unit wrap-up	Lecture (1 hr)

Attendance and class requirements

Attendance: According to Faculty Board Resolutions, students in the Faculty of Arts and Social Sciences are expected to attend 90% of their classes. If you attend less than 50% of classes, regardless of the reasons, you may be referred to the Examiner’s Board. The Examiner’s Board will decide whether you should pass or fail the unit of study if your attendance falls below this threshold.
Lecture recording: All lectures are recorded and delivered asynchronously, meaning that students can listen to the recording in their own time via Canvas.
Preparation: Students should commit to spend approximately three hours’ preparation time (reading, studying, homework, essays, etc.) for every hour of scheduled instruction.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed through the Library system, available via Canvas.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. Demonstrate a critical and practical understanding of ethical PR management and effective crisis communication drawing on foundational theories and case studies
LO2. Drawing on key theories, critically analyse and evaluate the role of communication strategies in mitigating reputational damage and restoring public trust during and after a crisis.
LO3. Evaluate the reputational implications of different crisis events, identifying factors that influence stakeholder perception and the long-term effects on organisational reputation
LO4. Create proactive crisis response plans that incorporate risk assessment and stakeholder communication to minimise impact and facilitate effective recovery.
LO5. Demonstrate effective crisis communications skills in a range of practical and realistic scenarios.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

Some changes have been made to the unit this year both in response to feedback, and to ensure that content is up-to-date, relevant, and reflects contemporary issues and debates. Assessments have been amended to include two secure in-class assessments, and the group presentation has been replaced with an individual interactive oral assessment. Case study examples retain some of the classic examples, while including more contemporary examples including data breaches.

Additional information

As per School policy, students must complete all assignments in the unit to obtain a grade and avoid an automatic Absent Fail (AF) mark
Contact your seminar teacher for course-specific questions (e.g., group issues, etc.), contact the unit coordinator for larger issues (simple extensions, special consideration, seminar switches/course clashes, etc.)
Apply for extensions (where applicable) sufficiently ahead of the due date, not the day before or day of (exceptions are emergencies). Note that there are no individual extensions for group efforts.
If you drop a class after being assigned to a group, please contact both the coordinator and your group mates immediately.
If you are unsure about whether this unit is right for you (in case it is an elective), please make an appointment with the coordinator and discuss it instead of disrupting class proceedings by enrolling/disenrolling within a week or two.
More information can be found on Canvas after enrolment

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

MECO6909: Crisis Communication

Semester 1, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links