About ICS

The Institute of Communication Studies is a leading research organization in the field of journalism and media studies, public relations and corporate communications. Our mission is to contribute towards strengthening of Macedonian democracy by working with media, civil society and public institutions, educating a critical public that will ask for greater transparency and accountability through engagement in the policy creation process.


Strategic Communications and Crisis Communications

Third Semester

5 weeks

8 ECTS credits

Research associate: Dr. Zaneta Trajkoska; Senior lecturer: Pegja Ashanin Gole MA

Course description

Explore the communication concepts and skills that will increase your effectiveness as a leader and for crisis management. The Strategic Communications and Crisis Communications subject studies the practice of strategic communication as a management function. The subject focuses specifically on situation management and crisis communication.

What will you learn
  • You will analyze the contribution of the public relations to the specific dilemmas about “fake news”, secret lobbying and social media abuse;
  • You will analyze the codes of the professional bodies and their relevance to the ethical dilemmas in the public relations;
  • You will know the components of propaganda and persuasive communication and their application for a communication campaign;
  • You will analyze the application of the public relations in the public, corporate and non-governmental sectors;
  • You will analyze and apply the intercultural and multicultural context for public relations.
How will you learn

Study course-by-course, through individual learning and with teamwork in real-life situations, under the mentorship of renowned professors from Macedonia and abroad. If your commitments do not allow you to attend the regular classes, study in the virtual classroom of ICS at any time and from anywhere.


Anthonissen, P. F. (ed.)(2008)  Crisis Communication : Practical Public Relations Strategies for Reputation Management and Company Survival. London and Philadelphia, Kogan Page;

Argenti, P. A., Howell, R. A., Beck, K. A. (2005) The Strategic Communication Imperative. MIT Sloan Management Review, 46(3)

Coombs, W. T. &  Holladay, S. J. (eds)(2010). The Handbook of Crisis Communication. Malden, Oxford: Wiley-Blackwell

Coombs, W. T. (2013). Crisis Management and Communications (Updated September 2014).

Cutlip, S. M., Center, A. H. and Broom, G. M. (2006) “Management process,” in Effective Public Relations. Upper Saddle River, N.J. and London: Prentice Hall.

Everse, G. (2011) Eight Ways to Communicate Your Strategy More Effectively. Harvard Business Review [online], 22 August 2011

Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D. & Sriramesh, K. (2007) Defining Strategic Communication. International Journal of Strategic Communication, 1(1).

Heath, R. L. (ed.) (2013) Encyclopedia of public relations. 2nd edn. Los Angeles, SAGE Publications.

Leighton, N., T. Shelton (2008). Proactive crisis communication planning. London and Philadelphia: Kogan Page.

Lurati, F. (2005): Negotiating the Crisis Response: A Negotiation Approach to Crisis Response Management. Università della Svizzera Italiana, Facoltà di Scienze della comunicazione, Lugano.

Nothhaft, H. et al. (2018) “Strategic Communication: Reflections on an Elusive Concept,” International Journal of Strategic Communication, 12(4).

Regester, M., Ј. Larkin (2008): Risk Issues and Crisis Management in Public Relations. London and Philadelphia: Kogan Page, CIPR.

Smith R. D. (2005) Strategic Planning for Public Relations. 2nd edn. Mahwah, NJ & London: Lawrence Erlbaum Associates.

Theaker, A. (2012) The Public Relations Handbook. 4th edn. London & New York, Routledge.

Tkalac Verčič, A. (2016) Definiranje komunikacijskog problema, Akcija i komunikacija, Vrednovanje,  во: Odnosi s javnošću. Zagreb, HUOJ.

Tkalac Verčič, A. (2016) Obilježja javnosti; Situacijska teorija komunikacijskog ponašanja, во: Odnosi s javnošću. Zagreb, HUOJ.

Tench, R. & Yeomans, L. (eds.)(2006). Exploring Public Relations. London: Prentice Hall.

Tuneva, M. (2011) Voved bo odnosite so javnosta. Скопје, Висока школа за новинарство и за односи со јавноста.

Verčič, D., Grunig, J. E. (2002) The origins of public relations theory in economics and strategic management. Во: D. Moss, D. Verčič, G. Warnaby, Perspectives on Public Relations Research. London, New York, Routledge.

Volk, S. C. and Zerfass, A. (2018) “Alignment: Explicating a Key Concept in Strategic Communication,” International Journal of Strategic Communication. Routledge, 12(4),

Werder, K. P., Nothhaft, H., Verčič, D. & Zerfass, A. (2018) “Strategic Communication as an Emerging Interdisciplinary Paradigm,” International Journal of Strategic Communication, 12(4).

Wilcox, D. L., Cameron, G. T. and Reber, B. H. (2015) Public Relations: Strategies and Tactics. 11th edn. Boston [etc.], Pearson.

Zerfass, A., Verčič, D., Nothhaft, H., & Werder, K. P. (2018) “Strategic Communication: Defining the Field and its Contribution to Research and Practice,” International Journal of Strategic Communication, 12(4).