Main content start
Change.每天多學一點 改變.可大可小

Social Sciences Media & Communication

Certificate for Module (Crisis and Reputation Management)
證書(單元 : 危機及商譽管理)

CEF Reimbursable Course

CEF Reimbursable Course

Course Code
Application Code

Study mode
Start Date
23 Nov 2024 (Sat)
30 hours
Course Fee
HK$7,800 per programme
Deadline on 14 Oct 2024 (Mon)
3762 0868
2571 0630
Apply Now


This programme aims to prepare students with the theories and practice of crisis management, from identification of crisis to the crisis communication. Key areas such as the crisis audit, the crisis cycle, the strategies and practice for dealing with crisis through corporate communication will be discussed.
On completion of the programme, students should be able to
  1.  review and critique the concepts and practice of public opinion and crisis communication;
  2. define crisis types and sources;
  3. develop and evaluate communication strategies and tactics in handling issues and crises of an organization;
  4. formulate the procedures for handling crises from the perspective of reputation management.

Programme Details


  1. The power of public opinion and attitudes
  2. Defining crisis: understanding the different types of crisis
  3.  Risk management: understanding the six phases of a crisis life cycle
  4. Develop crisis communication strategic plan: before, during and after a crisis
  5. Reputation management in relation to organizational crisis and media relations


(1) A group project (2-3 students per group) with video-taped oral presentation in English (30 minutes plus 15-minute Q&A session) on crisis management and a 3,000 words group written report in English; (2) An individual written assignment of about 1,000 words on reputation management in English


Students who have successfully completed the programme with at least 70% attendance will be awarded  “ Certificate for Module (Crisis and Reputation Management)” within the HKU system through HKU SPACE.


This Certificate for Module is a module from the Postgraduate Diploma in Public Relations and Corporate Communication.


Application Code 2255-MC040A Apply Online Now
Apply Online Now

Days / Time
  • Saturday, 2:00pm - 5:00pm

Teacher Information

Ms Esme Lau

Ms Esme Lau


Esme has more than 35 years experience in corporate communication, specialising in media publicity, issue management, crisis communication and stakeholder engagement.  She retired in December 2021 as Head of Corporate Affairs of Hong Kong Sanatorium & Hospital. Prior to that, she had held various positions at Hongkong Electric, Hong Kong Housing Authority, the then Kowloon-Canton Railway Corporation and TVB.

Esme started her career as a reporter with HK Standard and later joined South China Morning Post before turning to public relations.

She holds a Master’s degree in communications management. She was the Honorary Treasurer of HK Public Relations Professionals’ Association (PRPA) in 2014-15 and Executive Committee Member (Training & Programme) in 2017-18.

Apart from teaching, Esme is also a media training consultant.


Course Fee
  • Course Fee : HK$7,800 per programme

Entry Requirements

Applicants shall:

I) hold a bachelor’s degree awarded by a recognized institution and have 3 years of relevant work experience; or

2) have gained in the HKDSE Examination Level 3 in 5 subjects including English and Chinese Language and have 8 years of relevant work experience; or

3) have gained in the HKCEE grade D in 3 subjects, and Level 3 in English Language and Chinese Language and have 10 years of relevant work experience.

Applicants holding a bachelor degree must provide evidence of English proficiency (if the degree or equivalent qualification is from an institution where the language of teaching and assessment is not English) such as:

i. an overall band of 6.0 with no subtests lower than 5.5 in the IELTS; or

ii. a score of 550 in the paper-based TOEFL, or a score of 213 in the computer-based TOEFL, or a score of 80 in the internet-based TOEFL; or

iii. HKALE Use of English at Grade E; or

iv. HKDSE Examination English Language at Level 3; or

v. equivalent qualifications.

Applicants with other qualifications will be considered on individual merit.


  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Certificate for Module (Crisis and Reputation Management)
證書(單元 : 危機及商譽管理)
COURSE CODE 40C15498A FEES $7,800 ENQUIRY 3762-0868
Continuing Education Fund Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.

Certificate for Module (Crisis and Reputation Management)

  • This course is recognised under the Qualifications Framework (QF Level [6])


Online Application Apply Now

Application Form Download Application Form

Enrolment Method

Applicants should submit the filled HKU SPACE application form (SF26) with:

  • copies of academic qualifications;
  • resume;
  • copy of HKID card/passport;
  • cheque for course fee
  • In Person
    To any of our enrolment centres (; or
  • By Post
    Mail to Ms Kathleen Chan or Ms Charmaine Sung at Room 1109, Fortress Tower, 250 King's Road, North Point, Hong Kong, specifying “Course Application” on the envelope; or
  • Online
    Click the icon Apply Now on the top right-hand corner of the programme/course webpage to make online application, and then follow the instructions to fill in the online application form.
Payment Method

1. Cash or EPS

Cash or EPS are accepted at any HKU SPACE Enrolment Centres.

2. Cheque or bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please write the programme title(s)  and the applicant’s name on the back of the cheque. 

3. VISA/MasterCard

Course applicants, who are alumni and holders of HKU SPACE Mastercard, may enjoy a 10-month interest-free instalment period for courses of HK$2,000 and over. For enquiries, please contact our enrolment centres.


  1. For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or Mastercard if the course is to start shortly.
  2. Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, cheque or online PPS will be reimbursed by a cheque; fees paid by credit card will be reimbursed to credit card account used for payment.
  3. In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme teams for details.
  4. Fees and places on courses are not transferrable. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on each approved transfer.
  5. HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
  6. For additional copies of receipts, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to ‘HKU SPACE’ to any of our enrolment centres. Such copies will normally be issued at the end of a course.