2. How does a crisis communication plan differ from a crisis management plan?

In a world where uncertainty is inevitable and reputations are fragile, crisis and risk management communication has become a defining skill for public relations professionals. At Zayed University, the Master of Arts in Communication with a study option in Strategic Public Relations program addresses this need with forward-looking, practice-oriented coursework. One such standout course is crisis and risk management communication, taught by Dr Yulia Medvedeva, Assistant Professor at the College of Communication and Media Sciences. Dr Medvedeva brings a unique blend of academic rigor and real-world insight. With a PhD in Journalism from the University of Missouri and research interests centred on how media facilitates learning—especially for those disadvantaged by language or educational access—she offers students a learning experience rooted in both theory and relevance.

In a recent conversation, Dr Medvedeva offered a window into her teaching approach and the core of the graduate course on crisis and risk management communication. The message was clear: graduate students are not just learning how to manage crises—they are learning how to lead through them.

Building a Foundation: What the Course Covers

The SPC615 Crisis and Risk Management Communication course starts by establishing a strong foundation in the key theories and concepts that define crisis and risk communication, before quickly moving towards practical application of theories, research, case approaches of crises and risk communication; tactics of crisis and risk management plan; pre-and post-crisis planning; crisis communication management, and dealing with media, and image restoration. 

“We explore the role of a public relations professional in the context of an organization going through a crisis,” Dr Medvedeva explains. “It is about learning to act ethically, avoiding the temptation to exploit uncertainty, and applying communication strategies that help navigate the crisis effectively.” Dr Medvedeva supplements textbook learning with a curated selection of readings, including articles focused on how to communicate across cultures—a relevant topic in the United Arab Emirates (UAE) diverse professional environment.

Real-World Scenarios from the UAE—and Beyond

Theory alone is not enough. The course on crisis and risk management communication is built upon assignments that immerse students in real-world scenarios they may soon face in their careers, i.e., graduate students participate in brainstorming exercises to identify crises relevant to their current or future workplaces. They apply communication theories to specific crisis simulations and practice crafting messages both before a crisis happens (risk communication) and after it occurs (crisis response). One of the course's highlights is an understanding of real events that have impacted the UAE. For example, students analysed an aviation crisis involving lithium batteries that led to a tragic cargo plane crash in Sharjah in 2010. “That accident led to widespread changes in aviation risk communication,” Dr Medvedeva notes, citing the now-familiar question about rechargeable batteries at airport check-ins as an outcome of those reforms.

Integrating AI and Social Media into Strategy

Dr Medvedeva is also mindful of the evolving digital environment and integrates topics such as artificial intelligence and social media strategy into the coursework. “One key point is the importance of having a relationship with stakeholders on social media before a crisis,” she explains. “You need to know where your audiences are and be prepared to communicate clearly, consistently, and ethically.” The two-way nature of social media is both a strength and a challenge. Students learn not only how to broadcast messages, but how to listen, respond to feedback, and manage misinformation—especially in high-pressure environments. AI, meanwhile, is reshaping how organizations track and respond to crises in real-time. “We explored how AI can surface emerging themes in public discussions. But we also covered how AI may create new challenges—like deepfakes—and what communication strategies are required to respond quickly and credibly.”

Projects with Purpose: UAE-Specific Crisis Reviews

To reinforce the learning, graduate students must complete two capstone assignments: an Event Review and a Crisis Communication Management Plan. In the Event Review, graduate students select a recent UAE crisis and apply a formal communication framework to assess how well the organization responded. One graduate student, for example, reviewed the appointment of H.E. Dr Sultan Al Jaber as President of COP28 and identified areas for improved public messaging around his environmental credentials. This formed the basis for her Crisis Communication Management Plan, in which she developed a strategic roadmap for more proactive communication tied to future events. “These projects encourage graduate students to develop solutions that align with UAE’s specific social, economic, and media context,” Dr Medvedeva adds.

Aligning with National Priorities—and Career Growth

What sets this course apart is its direct alignment with UAE’s communication landscape and national priorities such as national resilience and crisis preparedness, reputation and global competitiveness, digital transformation and smart governance, public trust and transparency, and strategic communication in a multicultural society. By aligning with national goals, a course on crisis communication and risk management contributes to the UAE’s vision of a secure, agile, and globally respected society.

“We look at industries that matter to the UAE—aviation, tourism, construction, customer service,” says Dr Medvedeva. “And we train graduate students to think about national-scale challenges. What if a local incident becomes an international story? How do you protect the nation’s reputation while maintaining transparency?” 

Another unique strength of the course is its career relevance. Graduate students are encouraged to choose project topics tied to their current roles or professional goals. With crisis and risk management communication increasingly becoming a critical skill across government, media, and corporate sectors in the UAE, graduates leave the program prepared to lead—not just react. “We talk about how to prevent a crisis in the first place,” Dr Medvedeva adds. “That’s real leadership.”


Conclusion

In today’s fast evolving communication landscape, the ability to manage crises and communication risk effectively is essential. Zayed University’s graduate students are equipped with the strategic tools, theoretical foundations, and real-world insights needed to lead public relation efforts during times of uncertainty and change. From shaping public narratives to maintaining stakeholder trust, graduates are prepared to serve as ethical and effective communicators in both public and private sectors.


Frequently Asked Questions

1. What is crisis and risk management communication, and why is it important in today’s job market?

Crisis communication is the strategic practice of effectively managing information and public perceptions that resonate with diverse audiences during a crisis to contain the damage, protect stakeholders, and preserve an organization’s credibility. Crisis communication is important for the following reasons:

• • Brand Reputation: How a crisis is managed can either protect or irreparably harm an organization’s public image.
  • Speed of Social Media: As misinformation spreads quickly on social media, crafting real-time responses and managing online narratives effectively is essential to prevent escalation.
  • Honesty and Transparency: Audiences expect honesty during a crisis, and clear, transparent messaging helps maintain or rebuild trust.
    
    

2. How does a crisis communication plan differ from a crisis management plan?

A crisis communication plan focuses specifically on how an organization communicates before, during, and after a crisis—using clear communication channels, concise messages, and stakeholder-focused strategies. A crisis management plan, on the other hand, outlines the overall approach to managing a crisis, including risk assessment, response coordination, resource allocation, and recovery plans.

3. Is a master’s thesis required in this program, and what does it involve?

Graduate students must complete the following two research courses: 

4. What career advancement opportunities can a master's degree with a course in crisis and risk management communication offer?

Organizations ranging from multinational corporations and NGOs to government bodies and startups all require skilled professionals who can anticipate, manage, and recover from crisis situations. Career paths include public relations specialist, corporate communications manager, media spokesperson, crisis communications specialist, and government affairs officer.

5. Can I pursue a Master of Arts in Communication with a study option in Strategic Public Relations with a baccalaureate degree in business or science?

Yes, you can. Zayed University’s Master of Arts in Communication with a study option in Strategic Public Relations is open to males and females of all nationalities with diverse academic backgrounds, including business and science.

Enrol in Zayed University’s Master of Arts in Communication with a study option in Strategic Public Relations today and built the expertise to protect reputations, inform the public, and guide organizations through the unexpected with confidence. Contact the College of Communication and Media Sciences at +971-2-599-3605 / dgs.recruitment@zu.ac.ae