A curved concrete bridge or walkway with yellow center lines winds through dense fog, with safety railings on both sides disappearing into the misty distance, symbolizing navigation through uncertain and challenging circumstances.

by Portia Yip, Marketing Services

Having a crisis plan in place acts like a security blanket—it helps avoid panic when the unexpected happens."

—Julie Gathercole, an instructor with Continuing Studies at UVic

When it comes to public relations and communication, Julie has seen it all. With more than 20 years of experience in different industries such has insurance, sports, government, and non-profits, she has built a career on adaptability.

Alongside her professional work, Julie has spent nearly a decade teaching in continuing education programs like in the Micro-certificate in Crisis Communication for Public Relations Professionals at UVic and at Mount Royal University. Julie is passionate about bringing her expertise (and her enthusiasm for the unexpected) into the classroom. One area that has always stood out to her: crisis communication.

“Crisis communication is one of the most interesting parts of public relations,” Julie explains. “It provides us an opportunity to show the value that we bring to an organization by providing input in how to manoeuvre uncertain times in a crisis, which is always unexpected, but it’s something every organization will face at some point.”

Why crisis communication matters

Julie shares that crises come in many forms—from massive, industry-shaping events like COVID-19 to smaller, organization-specific challenges such as data breaches, accidents, or reputational missteps. The common theme between them all? Uncertainty.

“No matter what sector you’re in, things will inevitably not go exactly according to plan,” she says. “That’s why crisis communication is so important. You can’t predict the exact crisis, but you can prepare.”

For Julie, the unpredictability is what makes this area of communication so compelling. “In a crisis, you have to think strategically, consider your stakeholders, and provide your best advice in uncertain times.”

Learning by doing

Julie’s crisis communication course is designed to give learners both a theoretical foundation and practical, hands-on experience. Whether learners are pursuing a micro-credential or developing new skills mid-career, they go through the entire crisis planning process. For example, the process goes from identifying risks and drafting response plans to media training and stakeholder engagement.

Assignments are very interactive. In one exercise, students film a mock training session where they coach a “CEO,” often played by a friend or family member, on delivering key messages. “It can feel a little hokey in the moment,” Julie admits, “but practicing in this kind of environment builds comfort and when students have to do it for real, they’re ready.”

The course also introduces digital tools like AI, to help with brainstorming and scenario planning. Julie points out that while students are sometimes surprised to see AI in an academic setting, it reflects real-world practice. “If organizations are experimenting with these tools, our students need to understand both the advantages and the limitations,” she says.

Building confidence in the unexpected

While students learn practical techniques, Julie also focuses on helping them become more comfortable operating in uncertainty. “Crisis communication requires you to work in a space of ambiguity,” she describes. “You don’t know what’s going to happen or when it will happen, which is uncomfortable for a lot of people.”

Part of the course is learning how to stay calm, keep perspective, and guide others through that uncertainty. Julie’s hope is that learners leave the course with both confidence and competence.

“I want them to walk away knowing they have a framework they can apply immediately,” she says. “They’ll understand the steps they need to take, they’ll have tools to use in their workplace, and they’ll feel prepared to provide expert input.”

Other helpful resources that Julie recommends checking out are the Canadian Public Relations Society and the International Association of Business Communicators (IABC).

Why crisis communication skills are in-demand

As Julie describes, strong communication and crisis planning skills are highly valued across sectors. While the course naturally appeals to public relations and communication professionals, it also attracts non-profit leaders, managers from other business areas, and career changers looking to expand their expertise.

“When a crisis impacts an organization, it’s not just the communication team that’s involved,” Julie says. “Legal, HR, IT—lots of departments play a role and having more people across an organization who understand crisis response is a huge advantage.”

The versatility of the skills also means students can take them into almost any career. “Strategic thinking, planning, communication—these are transferable everywhere,” Julie notes. “Even if someone decides not to stay in a communication role, these are foundational skills that employers are looking for and that will set you up for success in a number of different areas.”

Preparing learners for the real world

After more than two decades in the field, Julie’s passion continues to thrive. What keeps her engaged? The variety. She also finds satisfaction in mentoring the next generation. “The feedback from students is so rewarding,” she reflects. “They appreciate the hands-on assignments, the exposure to new tools, and most importantly, the confidence they gain. Watching that transformation is what makes teaching so fulfilling.”

Ultimately, Julie wants her students to finish the program with more than just practical knowledge, she wants them to be ready. For those considering the Crisis Communication for Public Relations Professionals program, Julie offers a few words of advice. “The number one thing to know about a crisis is that you don’t know,” she says. “So plan—because something will happen, and when it does, being prepared makes all the difference.”

A splash of water shaped like a butterfly rises from a calm water surface. The sky above is divided between dark, stormy clouds on the left and soft golden light on the right, creating a contrast between turbulence and calm. Water ripples radiate outward where the splash emerges.

The Crisis Communication for Public Relations Professionals micro-certificate gives you the expertise to develop, implement and evaluate effective crisis communication plans for your organization. You will emerge as a resilient communication, armed with the knowledge and skills to navigate a crisis.

View program

About the instructor

Julie Gathercole brings over 20 years of communications and marketing experience. Having led communications for organizations such as United Way, TD Bank, Molson Coors, the Government of British Columbia and the 2010 Winter Games, Julie found her passion for teaching in 2005. Julie holds a Bachelor of Public Relations from Mount Saint Vincent and an MBA in Communications from Royal Roads. 

  • Posted September 16, 2025

RELATED TOPICS: Public RelationsCommunication