• Unit 12: Negative News and Crisis Communication

    In this unit, you will discover how in times of confusion or crisis, clear and concise communication takes on an increased level of importance. You will encounter effective ways to deliver negative messages, including the standard process of presenting a buffer or cushion statement, an explanation, the negative news itself, and then a redirecting statement, and you will appreciate how eliciting negative news through feedback is an important way to avoid problems. Every organization should have a crisis communication plan, which is why you will become familiar with the elements of a crisis plan, including how to manage press conferences.

    Completing this unit should take you approximately 5 hours.