Usc School of Journalism

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION Jour 568: Critical Thinking and Crisis Management 3 Units

Class Facts  When: Thursday 6:00 – 8:40 PM, January 14 – April 22, 2010  Instructor: Fred Muir  Instructor Office Hours: Please email and I will try to respond within 48 hours or appointments for other times can be made by calling the instructor at 310-552-4114 or by email  Instructor Contact Information: Preferred E-mail [email protected] or [email protected]

Course Description J568 will train students in Critical Thinking and how to apply this thinking to a variety of practical problems including Crisis Management. This course will teach the key skills of:  How to ask the right questions  How to formulate problems from multiple perspectives  How to anticipate and analyze stakeholders  How to be aware of and challenge critical assumptions

The course will also focus on how to communicate in a time of crisis in order to help the company manage the situation and disseminate key messages to various stakeholders. Through case studies and in-class exercises, the students will learn Crisis Management and its application to real-life crises.

Course Texts

Readings will also include various handouts and articles. Students will also be expected to read a major daily newspaper (i.e. LA Times, NY Times, Wall St. Journal) and stay current with breaking general and business news having public relations, crisis management or critical thinking implications.

In Public Relations, speaking in public is key. All students will be encouraged to participate in classroom discussions.

Assignments and Grading  Participation in brainstorming, class discussions, weekly cases …. 10%  Written assignments ….. 20%  Mid-term project ..... 30%

1  Final project ..... 40%

Mid-Term Project -- In-class presentation of a Classic Crisis Case Study in a 15-minute Power Point presentation that covers the situation, crisis communication response; company reaction; and outcome. Plus a one to two page outline (in Word) of the impact of the Web on your crisis if it had occur in 2008.

Final Project – using the three-minute drill present your communications solution for managing the crisis and recovery period of a company involved in a major product liability case/recall/rumor campaign. Each student will meet one-on-one with the instructor for a 10- minute presentation demonstrating an understand of the issue, the proposed communication platform and one sample press and employee statement.

Standard Procedures/Ground Rules  Students are expected to attend all classes. Unexcused absences, tardiness, and failure to meet deadlines will have a negative impact on the student's final grade. Students who unavoidably miss a class are responsible for getting any assignments from other students and completing the work on time for the next class. All written assignments must be typed and turned in at the start of class. ASSIGNMENTS ARE DUE AT 6PM ON THE NIGHT OF CLASS IN HARD COPY FORMAT AND e- mailed to the professor.  If you have an excused absence, you must have the assignment turned in by email by 6 pm of the night of class or there is no credit.  The student is responsible for ensuring that the assignment is turned in by the deadline. If you are emailing it please email it to yourself as well as the instructor to ensure it is received by the deadline. If the student is presenting in class, it is the student’s responsibility to check the format of the presentation on any USC lab prior to class. All presentations must be able to run the first time on the computer system in the Annenberg classrooms. It is recommended that you use a memory stick when bringing presentations and work into the classroom. If you are using an Apple computer, you must bring all the external cords and hardware needed.  Grammar, spelling and writing ability are of critical importance. This is not a course in English and/or writing, per se, and the instructor expects students to have learned from prior courses and experience how to produce written materials that are error-free and meet the quality standards of this school. Students who are not confident of their abilities in this area are urged to purchase and utilize a standard grammar reference work and an Associated Press Stylebook and/or seek remedial tutoring (available in this school).  Students and instructor must work collaboratively to maintain the feel of a true seminar experience. To that end, the instructor intends to manage the class as he would an agency brainstorming or professional development session, with similar ground rules applied:  There are no bad ideas. All ideas are to be treated with respect for their creators and acknowledgement that ideas of all stripes and types can contribute to ultimate success. Nonetheless, it is always wise to mentally review the strategic appropriateness of any idea before vocalizing it.  Constant student/instructor interaction and feedback are extremely important. Everyone is expected to contribute. Failure to speak in class will be reflected in the student’s grade.  Only one meeting/discussion can take place at a time, and it must be the one in which the instructor is participating. Avoid disconcerting side conversations.  Always pay attention, because (1) to do otherwise is a sign of an unprofessional attitude that is rude to fellow students and the instructor, and (2) you may miss something important. Despite the lateness of the hour, bear in mind that everyone is under similar time pressures and work demands.

2 IMPORTANT NOTES 1. Plagiarism is defined as taking ideas or writings from another and passing them off as one's own; in public relations and journalism this means appropriating the words of another without clear attribution. The following is the Annenberg School of Journalism's policy on academic integrity as published in the University catalog: "Since its founding, the USC School of Journalism has maintained a commitment to the highest standards of ethical conduct and academic excellence. Any student found guilty of plagiarism, fabrication, cheating on examinations, or purchasing papers or other assignments will receive a failing grade in the course and will be dismissed as a major from the School of Journalism. There are no exceptions to this policy." 2. The value of professional internships as part of the overall education experience of our students has long been recognized by the School of Journalism. Accordingly, while internships are not required for successful completion of this course, any student enrolled in this course who undertakes and completes an approved, non-paid internship during this semester shall earn academic extra credit herein of an amount equal to one percent of the total available semester points for this course. 3. No doubt this syllabus will be subject to some change and adjustment throughout the semester in order to accommodate timely, late-breaking topics and events, the unique needs of each student and groups of students, etc. Students having any doubt or questions regarding assignments, schedules, etc. should immediately check with their fellow students and/or the instructor. 4. Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to me as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m. to 5 p.m. Monday through Friday. The phone number for DSP is 213-740-0776.

Course Schedule

Critical Thinking Session 1: January 14

Review of student and course goals Introduction to the concept of Critical Thinking and Crisis Management The “Classics” and today’s reality of “Crisis in 3.0” Crisis Leadership versus Crisis Management

In Class Case Study Sega Video Games and Epilepsy

Handouts The Changing Face of PR Six Lessons Learned from September 11 Lessons Learned: annual PR Blunders Sorry CEOs Circling the Square; Crisis counselor dishes

Session 2: January 21

Failure of conventional thinking – overview of Ian Mitroff’s The Unbounded Mind Discussion of the reading assignment

3 In Class Case Study Exxon Valdez case study Assignment of Classic Case Studies

Handouts Classic Case Studies List Presentation Evaluation Annual ICM Crisis Report Crisis Leadership: Since September 11

Assignment s due for class Read Coombs pages 1- 62

2 page paper on the difference between Crisis Management and Crisis Leadership. Expand on the activities that are necessary to prepare an organization “before,” “during” and “after” a major crisis.

Session 3: January 28

Importance of responding quickly “Chain of Command” process Breadth of crisis and issues facing companies Outline of the strategic thinking How to Plan for a crisis slides Discussion of the reading assignment

In Class Case Study and Workshop eBay

Assignment s due for class Read Coombs pages 63- 87 Read Harvard 1 – 53

4 Calm Strategic Approach

Session 4: February 4

How do you think and respond? People differ greatly in skills and personalities, including their styles of making decisions and handling conflicts. Discussion of learnings from test Rembrandt slides

Student Presentation of a Classic Case Study

In Class Case Study and Workshop Executive Mishaps and downsizing

Handouts MTR-I Team Roles

Assignment s due for class Take online the Meyers-Briggs exercise; “Snow White” and LMU leadership surveys. Write a two page self analysis of your strengths and weakness in a crisis team

Communicating the Message

Session 5: February 11 Create the overview of the Red Bull scenario into slides and working sessions Discussion of the reading assignment

In Class Case Study and Workshop Red Bull

Handouts Cocaine Energy Drink Release forms

Assignment s due for class Read Coombs pages 89-126 Read Harvard 53-65

5 Session 6: February 18

Writing the crisis plan Create the slides Discussion of the reading assignment

Assignment s due for class Read Coombs pages 127-150 Read Harvard 67-91

Session 7: February 25

Responding to various stakeholders Shaping the media platform and choosing the right communications vehicle Discussion of the reading assignment

Handouts Blog Storm The 11 Steps of Crisis Communications Leadership of Rudy Giuliani

Assignment s due for class Read Coombs pages 151 -175 Read Harvard 93-117

Session 8: March 4

The Three-Minute Drill method of communications

Handouts Public Relations Strategic Planning Model

Session 9: March 11

6 Table Top Exercise: An incident at a Charter High School

Session 10: March 18

Internet, Rumors and Crisis P&G -- logo Febreze Swiffer Wet Jet

Assignment s due for class Answer the follow-up questions from the Table Top Exercise

Session 11: March 25

Student Presentation of a Classic Case Study In-Class Case Study and Workshop Nestle Magic

Handouts 10 things to do 7 essential reference items First 48 hours Forms Session 12: April 1

Key message shaping and media training

Session 13: April 8

7 Student Presentation of a Classic Case Study

In Class Case Study and Workshop LA County Fair Session 14: April 15

Final Project/Presentations All finals (including the sample press materials) are due at 6pm 15-minute one-on-one meeting with the instructor during regular class time to present work and answers questions

Students are expected to utilize current, professional media and methods for their presentations in a desk side meeting scenario.

Did you know the Chinese use the same word for 'crisis' and 'opportunity'?" An issue ignored is a crisis ensured – Henry Kissinger

Session 15: April 22

Final Project/Presentations All finals (including the sample press materials) are due at 6pm 15-minute one-on-one meeting with the instructor during regular class time to present work and answers questions

Students are expected to utilize