A lesson in crisis communication

On October 11, Flyer Public Relations put emergency communication skills to the test during its fifth Crisis Simulation. The University of Dayton’s student-run PR agency created a scenario that helped prepare students for real-world situations in professional communications. 

The simulation bridges the gap between classroom learning and industry demands. Undergraduate students step into professional roles — from communication representatives to news reporters — and must navigate a crisis in real time. 

This simulation’s specific scenario involved a cybersecurity attack that created a high-pressure environment where students had to optimize effective communication, protect reputations and coordinate responses across public and private sectors.  

Each team was led by an industry professional, giving students a valuable chance to learn directly from experts. This collaboration allowed students to build connections and gain insight on a real-world level. They learned how their decisions shaped the resolution of the crisis and emphasized the importance of effective communication with a prospective team. 

“This event directly supports the Department of Communication’s mission to expand experiential learning, and that’s something Flyer PR is always proud to support,” said Haley Reid, senior account executive for Flyer PR.

The next Crisis Simulation will take place Feb. 28, 2026. To learn more about Flyer PR and upcoming events, visit www.udflyerpr.com.