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Dr Audra Diers-Lawson


Dr Audra Diers-Lawson
Contact Details
Dr Audra Diers-Lawson

Senior Lecturer

Leeds Business School

0113 81 24797 audra.lawson@leedsbeckett.ac.uk

About Dr Audra Diers-Lawson

In her career of more than 20 years, Dr. Diers-Lawson has been a practitioner, researcher and instructor in strategic communication with an emphases on crisis response and brand management. She is also the Chair of the Crisis Communication Division of the European Communication Research and Education Association (ECREA).

As a practitioner, Diers-Lawson has worked across industries like IT, health, agriculture, and the public sector in multinational, national, regional, and local contexts. For example, she worked with the Applied Materials Shared Services Division on a global change initiative. She has been a part of many projects like the successful campaign for emergency contraception availability in Texas. Additionally, she has worked with small businesses in the agricultural industry to develop effective integrated marketing campaigns -- developing cross-platform public relations and advertising campaigns. She has also lead a team that conducted a strategic communication audit and recommendations for an NHS health trust and part of a team that created a strategic communication toolkit for the European Public Employment Service.

However, Audra's passion lies in research and education. In 2019/2020 she will be bringing out the first comprehensive textbook on risk and crisis communication published by Taylor and Francis. However, her research is also published in a range of highly-respected international journals. She is an active member of ECREA and the European Public Relations Research and Education Association. In conjunction with ECREA, she is hosting Crisis6 at Leeds Beckett University in 2019, which will bring the world's top risk and crisis communication scholars, educators, and practitioners to Leeds to discuss risk and crisis communication and management.

As an educator, Diers-Lawson teaches a range of classes at Leeds Beckett but she is also developing research and practice in teaching to support student and young professional development. For example, she is working closely with a software developer to deliver innovative immersive learning experiences like simulations and apps to support the development of communication-oriented soft skills. These are skills that have been identified in industry-based research as predictors of career success. Additionally, she edits the Leeds Beckett Public Relations blog -- leedstalkspr.com which is a showcase of students in the undergraduate and postgraduate public relations programmes here at Leeds Beckett.

Current Teaching

Dr. Diers-Lawson teaches in the School of Public Relations and Journalism at the undergraduate and post graduate levels.

At the undergraduate level, she is the module leader for modules like:

  • Issues and crisis management
  • Digital media
  • BA Dissertation
  • Employee engagement

At the graduate level, she is the module leader for modules like:

  • Digital media
  • Corporate social responsibility
  • Issues and crisis management

Research Interests

Dr. Diers-Lawson's research centres on four inter-related lines of research:

  1. More effectively identifying and predicting the nature of relationships between organisations and stakeholders
  2. The ways that crises and crisis response by organisations influence those relationships
  3. How counter-advocacy or counter branding efforts influence those relationships
  4. How to better develop practitioner skills in applied contexts

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