Simulating the Spotlight: Crisis Communication in Action

The modern day classroom demands more than a conventional lecture; it necessitates immersive experiences that convert preparation into application. Dr. Chiaoning Su raises this standard in her Crisis Communication course by placing students at the forefront of a real-time crisis response simulation.

When a kiss cam at a Coldplay concert captured an intimate and dishonorable moment shared between the head of HR and CEO of tech company Astronomer, a new case study in reputation management was born. By reimagining this viral moment within a controlled classroom environment, Dr. Su’s students were challenged with the real-world intensity of managing a high-profile controversy with precision.

Students were strategically split into six crisis response teams representing every side of the scandal: the individuals involved, their employer, the band, the beverage company and the media. Each group had a mere 20 minutes to draft a first statement before immediately shifting into a live mock press conference.

With peers as the media, students had to step into the role of PR professionals and answer the hard hitting questions regarding the situation. From questions about stakeholders and company investments, to questions about infidelity and power imbalances, quick thinking and strategic communication were put to the test.

Much like a real press conference, every word mattered. With journalistic training from their work at The Oakland Post, the media team was equipped to ask all the right questions to find cracks in the statements.

“The media will always look for a slipup to create the next headline,” said Dr. Su.

Based on what information was learned during the press conference, crisis teams went home to debrief and prepare for their second statements the following week. This phase emphasized reflection and refinement: each team had to consider how their initial messaging was received, how the reactions of other teams influenced the unfolding narrative, and how to align their revised statements with both short-term damage control and their long-term reputation goals.

The next week, groups presented their second strategy, explaining reasonings and strategies behind their first statement, their goals and how observations and thorough analysis shaped their second response. Class discussion evolved naturally, allowing students to appreciate one another's elaborate messaging and perceptions based on the roles they were assigned. Students grew a new comprehension and respect for the communication professionals facing such pressure and scrutiny on a larger scale in their day-to-day work.

For the Department of Communication, Journalism and Public Relations, activities like this exhibit a profound commitment to real-world application and professional growth. By giving students a neutral space to implement decision-making, ethics and response strategies in real world situations, Dr. Su prepares students for the realities of the industry long before they encounter comparable situations in their professional careers.

“We value immersive learning so students can learn from doing,” said Dr. Su, “Simulations are a great activity for students to apply learned concepts in a low risk and collaborative environment.”

By devising coursework that pushes students to apply learned theory to dynamic, real-world situations, Dr. Su ensures that students' academic experiences are synonymous with professional growth. Experiences like this are intentional reflections of the department's standard of excellence.

In an ever-changing industry where reputations can shift in the matter of seconds, preparation has become essential. Through hands-on experiences like a simulation, Dr. Su is ensuring that every student that walks into her classroom is equipped to handle any challenge thrown their way after they leave.

The department consistently prioritizes experiential learning opportunities that mirror industry expectations, ensuring graduates enter the workforce not only knowledgeable, but prepared and confident. Rooted in innovation, guidance and tireless devotion to student success, the Department of Communication, Journalism and Public Relations is creating the next generation of well-rounded professionals; making sure when they walk across that when they walk across that stage, Oakland students are golden in everything they do.