Crisis Communications Training

Crisis Communications Training

Monday 23 Aug 2021

  • Duration: One Week
  • City: Madrid 
  • Fees: Classroom: 4300 GBP / Online: 1950 GBP



Crisis communication is an initiative that aims at protecting the reputation of the organization and maintaining its public image. Crisis Communication specialists fight against several challenges that tend to harm the reputation and image of the organization. Crisis Communication specialists strive hard to overcome tough situations and help the organization come out of difficult situations in the best possible and quickest way.

Crisis communication management is a five -day training course on how to plan crisis communication strategies, systems and resources. This course covers how to ready your communication function to respond rapidly and effectively in a crisis to manage perceptions in media and online. You will learn best practices in crisis communication strategy, issues mapping, risk assessment, systems, teams, protocols, and resources including crisis manuals and online tools.

The Course participants will learn how to handle difficult questions from the media. How to best come across on radio and TV are explored as well as how to brief journalists during a crisis. Social media (as friend and foe) during a crisis is examined and how best to defend against online reputation damage and ensuring image restoration is achieved.

Course Outlines:

Day 1

  • Crisis communication strategy best practice
  • Principles of reputation management
  • Crisis dynamics: lessons for how crises originate and develop
  • Stages of crisis communication
  • The five Ws of a crisis – what stakeholders want to know
  • Understanding the importance and urgency of critical decision making

Day 2

  • How media protocols generally change during a crisis
  • Understanding what the media want
  • How social media has affected crisis communications
  • Social media issues: control, reach, monitoring and accuracy
  • Tools of a crisis media manager
  • What you should prepare as part of pre-crisis planning

Day 3

  • Internal communications during a crisis
  • Stakeholders and external communications
  • Barriers to effective communication
  • Legal issues, regulatory compliance and governance issues

Day 4

  • Liaising with the CMT and strategic crisis teams
  • Initiating CMPs and agreeing communications strategy
  • Bronze (operational), silver (tactical) and gold (strategic) approach
  • Understanding exactly what is going on: handling uncertainty and ambiguity
  • Message framing and communicating
  • The spokesperson’s role and evaluation of their role
  • Preparation of Q&A and anticipation of difficult questions
  • Recommended positions
  • How to handle difficult questions

Day 5

  • Handling misrepresentation and rumours
  • Engaging with concerned stakeholders
  • Communicating, instructing and adjusting information
  • Having a “dark site” with the necessary information
  • Responding to TV, radio, online and direct brefings
  • Monitoring during and after the acute phase
  • Image restoration and the importance of a recovery plan
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