Risk and Crisis Communication

44M0115

Master

German

5.0

only summer term

1 semester

In this module, the particular relevance of risk communication for the agricultural and food industry is first highlighted. Then, based on psychological and sociological research findings, it is explained why a purely technical-statistical approach to risks is of limited use for risk communication. Subsequently, an ideal-typical conceptual process for practical risk communication is presented and illustrated with examples from the agricultural and food industry. In the second part, the special relevance of crisis communication for the agricultural and food industry is initially emphasized. Then, based on organizational and communication science research findings, it is explained why an adequate interpretation of crisis events is so challenging and why the internal perspective often differs from the external one. Subsequently, an ideal-typical conceptual process for practical crisis communication is presented and illustrated with examples from the agricultural and food industry. The seminar concludes with a crisis simulation

1. Risks in Modern Society 2. Psychological Approaches to Risk Perception 3. Media Construction of Risks 4. Stigmatization of Technologies and Products
5. Applied Risk Communication in Agricultural and Food Industries 6. Theory of Crises and Crisis Management 7. Empirical Analysis of Crisis Courses 8. Crisis Preparedness and Practice of Crisis Management 9. Crisis Simulation

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

• Homework / Assignment or
• Oral presentation, with written elaboration or
• Project Report, written

No prior knowledge required.

The students expand their knowledge and understanding, building upon initial approaches to risk and crisis communication at the bachelor's level. They are empowered to define and interpret the peculiarities, limitations, terminologies, and doctrines of their field of study. Through engagement with current case studies and practical challenges, they should be capable of analyzing complex communicative situations and devising appropriate solutions. The module also offers the opportunity to familiarize themselves with recent developments and research findings in the field of risk and crisis communication and apply this knowledge in innovative ways.

In this module, the importance of risk and crisis communication in the agricultural and food industry is highlighted. Students delve into the limitations of a purely technical-statistical approach to risk communication and explore practical risk and crisis communication processes. They develop a critical understanding of key theories, principles, and methods, ensuring their knowledge aligns with current research in the field. Through discussions and analysis, students deepen their understanding of topics such as societal risks, psychological aspects of risk perception, media framing of risks, and crisis management strategies. By integrating theoretical concepts with real-world examples, they learn to articulate, justify, and apply effective risk and crisis communication strategies. This module culminates in a crisis simulation, providing students with hands-on experience in managing and communicating during challenging situations.

Graduates of this module reflect situationally on the epistemologically grounded validity of expertocratic risk communication in professional and practical contexts. They analyze and evaluate risks in modern society as well as psychological approaches to risk perception. Through critical questioning and contextualization, they can identify problematic aspects and weigh potential solutions. Additionally, they evaluate media constructions of risks and question their validity regarding professional plausibility to draw informed conclusions.

Students who have completed this module adapt and apply psychological approaches to risk perception. They analyze media constructions of risks in modern society. They develop solutions for complex issues in crisis communication and implement them, taking into account the current state of research. Furthermore, they conduct crisis simulations by gathering, evaluating, and interpreting relevant information to intuitively experience and manage the dynamics of decision-making processes in crisis situations.

Graduates of this module will be able to explain and justify the operationalization of research in the context of risk and crisis communication. A specific topic that this operationalization could relate to is the examination of the effectiveness of crisis communication strategies in the food industry. Here, they can, for instance, choose the appropriate method of content analysis to examine and evaluate communicative strategies in crisis situations

Upon completion of this module, students are equipped to formulate technical and context-specific problem solutions and to justify them in discourse with experts and non-experts through theoretically and methodologically sound argumentation. They possess the ability for effective communication and collaboration with future colleagues and stakeholders to responsibly tackle tasks. Additionally, they are capable of reflecting on and integrating various perspectives and interests of other participants into their actions.

Upon completion of this module, graduates develop a professional self-image aligned with the goals and standards of professional practice, particularly in the context of risk and crisis communication as discussed previously. They can recognize and evaluate the significance of risk and crisis communication for the agricultural and food industry. By critically assessing relevant information and considering various perspectives, they can develop and justify situation-appropriate solutions to complex issues in risk and crisis communication. Furthermore, they critically reflect on their professional actions concerning societal expectations and consequences, scrutinizing and evaluating the impacts of their communication strategies on stakeholders and society as a whole.

The module builds upon topics in strategic corporate communication.

• Applied Livestock Sciences M.Sc. (01.09.2025)

• Agriculture, Food Science and Business M.Sc. (01.09.2025)

• Applied Plant Sciences M.Sc. (01.09.2025)

• Kussin, Matthias

• Kussin, Matthias