Description

At one time, contentious issues management and crisis communications may have been preoccupations of only some organizations – perhaps those in more controversial sectors or those who deal in matters of health and safety, as examples. Things are different in the era of 24/7 news cycles and an often-unforgiving social media environment. Even the most benign sectors and well-meaning organizations can suffer public humiliation and reputational damage if they are not alert, prepared and mindful of risk.

Learning Outcomes

At the end of this course the participant will be able to:
  • How to monitor the external and internal environment to track risks and effectively identify emerging issues
  • How to organize internal leaders and experts to navigate the management of a developing issue
  • How to identify, collect and analyze sources of information to help diagnose the situation and formulate a plan
  • How to determine whether to engage in proactive or reactive media relations around an issue or crisis
  • The role of social media in issues management and crisis communications

Duration

12 hours

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Paula Bernardino, MCM, CSR-P, SCMP®, MC Strategic Communication Management Professional (SCMP) with 20 years of experience, Paula has an expertise in strategic corporate communications and public relations acquired while working for large global corporations and not-for-profit organizations.

Paula is currently a strategic independent consultant in communications and corporate responsibility while also guest speaking at conferences and panels.

She is a course lecturer at McGill University in the Public Relations program since 2018 and an instructor at the University of Ottawa's Professional Development Institute in the Communication and Media course category since 2020.

Access a Continuum of Learning

By completing the Certificate in Communications and Marketing program, you will have the tools and knowledge needed to help build reputational value and to solve business challenges faced by private and public organizations.

The Certificate in Communication and Marketing program stands as a crucial component within the continuum of learning opportunities offered by the University of Ottawa Professional Development Institute (uOttawa PDI). This program focuses on fostering skills in communication planning, crisis communications, social media strategy, promotional writing, and other essential topics, contributing significantly to individuals' skill development within the learning ecosystem.

Writing Skills

Strategy and Innovation

Interpersonal and Supervision

Personal Effectiveness

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