Crisis Communication
Overview
In a crisis, what an organisation says and how fast it says it can decide its reputation. This course prepares communicators and leaders to plan for crises, respond quickly and credibly, manage media and social media pressure and rebuild trust afterwards.
Who should attend
Communication and media managers, spokespeople, senior leaders, crisis team members and public relations staff.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Identify reputational risks and crisis scenarios
- Prepare a crisis communication plan and team
- Draft holding statements and key messages quickly
- Manage media and social media during a crisis
- Recover reputation and learn from crises
Course outline
Day 1Understanding Crises
- Types of crises
- How crises unfold
- Reputation at risk
- Lessons from well and badly handled crises
- Issues management
- Risk scan for your organisation
Day 2Preparing for Crises
- Crisis communication plan
- Crisis team roles
- Scenario planning
- Pre-approved materials
- Spokesperson selection
- Workshop: draft a plan outline
Day 3Responding in the First Hours
- The golden hour
- Holding statements
- Key messages and Q&A
- Communicating with staff
- Coordination with authorities
- Exercise: first statement
Day 4Media and Social Media
- Press conferences and interviews
- Social media monitoring
- Responding to misinformation
- Managing online criticism
- Victims and families
- Simulation: crisis interview
Day 5Recovery and Learning
- Rebuilding trust
- Apology and accountability
- Post-crisis review
- Updating the plan
- Training and exercises
- Full crisis simulation and debrief
