1). Tell us about yourself. (Bio courtesy of the Journalism and Communication website.)
My experience draws on nearly 20 years of diverse business experience. Before entering the staff at the University of Oregon, I designed and managed corporate-wide strategic communications plans for major companies such as: Bank of America, Principal Financial Group, and multiple divisions of Wells Fargo & Company.
I have a vast experience in business operations, financial management, and public relations, so I enjoy consulting and coaching strategic communications teams across multiple platforms including nonprofit organizations, industry associations, municipalities, state governments, and educational institutions, in addition to multinational corporations, small-to-medium-sized businesses, family-owned companies, and solo entrepreneurs.
This past year, PRSA included me in its prestigious College of Fellows, an honorary organization for practitioners and educators who have made significant impact on the public relations profession. It was a truly humbling experience. Before teaching at the University of Oregon, I spent time teaching at Drake University, where I co-led the Master’s of Communication Leadership program.
2). What classes are you teaching Spring Term?
J408: Portfolio for PR workshop
- CRN: 33054
- Dates: Saturday/Sunday 4/09-4/10
J410: Crisis Communication
- CRN: 36979
- Instructor: David Remund
- Dates: MW 5/02 6/05 [five-week course]
3). What should students expect from the Crisis Communication workshop?
Effective crisis communication involves both planning and responding.
Students should expect to work on both aspects in this class, both
independently and as part of small and large teams. There will be
opportunities to think broadly and long-term, along with the need to
respond quickly and effectively to unexpected hypothetical situations,
during in-class exercises. This class will definitely not be boring!
4). What will the Crisis Communication workshop provide students (What are the benefits)?
- To understand and apply crisis management concepts and theories through case studies, scenarios and real-world application.
- To understand how to design and manage a comprehensive crisis communications plan.
- To understand the role and responsibilities of a spokesperson in crisis management and response.
- To understand the role of crisis recovery in long-term reputation management.
5). What part of the CC workshop are you most looking forward to?
We spend a day or two touching on crisis communication in most of the
required courses for public relations majors. But, we don¹t really get to
dig into all of the complexities and challenges of actually preparing for
and managing through crisis situations. These skills are increasingly
vital in today¹s media-saturated world, where a crisis or controversy can
reach widespread attention in literally a matter of minutes.
More senior PR professionals typically lead crisis communication efforts.
However, when a crisis or controversy happens, everyone on the
communication team must dig in and help. The more a young professional
knows and understands the principles of effective crisis communication,
the better she or he can help an organization manage through the
day-to-day challenges. In turn, this can help a young professional earn
additional respect and greater responsibilities.
Written by Sophie Lair, UO PRSSA Chapter President