Communication in Crisis and Turnaround Situations
level of course unit
second cycle, Master
Learning outcomes of course unit
Upon successful completion of the course, students are able to illustrate the success factors as well as the essential tools and methods of crisis communication and crisis PR against the background of theoretical basics. They can demonstrate this knowledge through case studies.
prerequisites and co-requisites
Core topics of the course are theoretical basic knowledge of crisis communication and crisis PR as well as their practical application. After the presentation of theoretical concepts, students go through several levels of communicative emergencies based on case studies. The tools, methods and success factors of crisis communications and PR are made aware and partially trained. Special focus is on the situation and stakeholder analyses, among other things with the representation of the mass media dynamics and realities, as well as target identification and strategy considerations, in particular with regard to the formal election and substantive operation of the internal and external communication channels. The success factors of successful and unsuccessful crisis PR are examined. To this end, in some cases also role plays and video analysis are used. Likewise, possibilities of crisis prevention in the form of issues and image (reputation ) management are communicated.
recommended or required reading
Vogler Peter (2013) Kommunikation in der Krise. In: Exler, Markus (Hrsg.) Restrukturierungs- und Turnaround-Management, S.59-82, Berlin.
Bogner, F. M. (2005). Das Neue PR-Denken. Strategien. Konzepte. Aktivitäten, Redline Wirtschaft.
Puttenat, D. (2009). Praxishandbuch Krisenkommunikation: von Ackermann bis Zumwinkel: PR-Störfälle und ihre Lektionen, Wiesbaden
Buss, E. & Fink-Heuberger, U. (2000). Image Management, F.A.Z.-Institut.
Kirchner, A. & Brichta, R. (2002) Medientraining für Manager, Wiesbaden
Köhler, T. (2006). Krisen-PR im Internet: Nutzungsmöglichkeiten, Einflussfaktoren und Problemfelder (Organisationskommunikation), Verlag für Sozialwissenschaften.
Möhrle, H. (Hrsg.) (2007). Krisen-PR. Krisen erkennen, meistern und vorbeugen Ein Handbuch von Profis für Profis, F.A.Z.-Institut
Töpfer, A. (1999). Die A-Klasse. Elchtest, Krisenmanagement, Kommunikationsstrategie, Luchterhand
assessment methods and criteria
Written examination or homework
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
Magister Artium Sabine Enseleit, Dr. Christoph Strobl
year of study
1.year of studies
recommended optional program components
course unit code
type of course unit
compulsory (integrated lecture)
mode of delivery