Description

This course presents a strategic approach to planning and managing the communication response to a crisis. Participants will be introduced to the CARE Model for strategic communication and will focus on how this model for strategic communication planning can be used to prepare for and manage crises. Participants will have an opportunity to put the model and various tools into practice during an interactive training exercise, focused on a relevant real-world crisis scenario.

Learning Outcomes

At the end of this course the participant will be able to:
  • Confidently use the CARE Model for strategic communication and as the framework for their crisis communication planning.
  • Leverage the concepts built into the CARE Model to develop more effective communication vehicles and creative strategies during a crisis.
  • Assess a crisis situation fully, gathering information that will help inform the crisis response.
  • Prepare a strategic crisis communication plan to help manage the situation and ensure important relationships are maintained and strengthened.
  • Fully assess the effectiveness of the crisis communication program.

Duration

12 hours

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Bernard Gauthier, PhD is a seasoned strategic communicator with considerable experience in crisis communication. He served as an Executive Counsel and later CEO of one of Ottawa’s largest PR agencies, and now works as an independent advisor in strategic planning and communication for clients in the private, public and not-for-profit sectors. Fluently bilingual, Bernard is the author of Strategic Communication in Canada (2018), in which he introduced his CARE Model for strategic communication planning. For more than 25 years, Bernard has taught degree-level courses at Carleton University, the University of Ottawa, and Conestoga College.

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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