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:
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:
