Crisis Communication Management for PR Professionals #255007

Upon successful completion of this course, participants will be able to:

• Identify potential crises and develop a comprehensive crisis communication plan.

• Assemble and lead a Crisis Communication Team (CCT) with clear roles and protocols.

• Apply a rapid-response framework to assess a crisis situation and determine the appropriate strategic posture.

• Craft clear, compassionate, and consistent key messages for diverse stakeholders (media, employees, customers, the public).

• Execute effective media relations and spokesperson techniques during high-pressure situations.

• Manage digital communication and social media dynamics during a breaking crisis.

• Navigate the recovery phase to rebuild trust and repair reputation.

This course is designed for communication professionals who are or will be responsible for protecting their organization’s reputation during difficult times:

• Public Relations Managers and Directors

• Corporate Communications Specialists

• Media Relations Officers

• Social Media Managers with PR responsibilities

• Marketing Communications Managers

• Government Public Information Officers (PIOs)

• Non-Profit Communication Directors

• Agency PR Consultants

• Pre-assessment
• Live group instruction
• Use of real-world examples, case studies and exercises
• Interactive participation and discussion
• Power point presentation, LCD and flip chart
• Group activities and tests
• Each participant receives a binder containing a copy of the presentation
• slides and handouts
• Post-assessment

Day 1: The Fundamentals of Crisis Communication

• Morning Session: Understanding the Modern Crisis

  • What Constitutes a Crisis? Typology of crises (sudden vs. smoldering).

  • The Digital Amplification Effect: Speed, scale, and the rumor mill.

  • The Cost of Poor Communication: Reputational and financial impact.

• Afternoon Session: Proactive Preparedness – The Crisis Plan

  • Conducting a Vulnerability Audit: Identifying your organization’s risks.

  • Essential Elements of a Crisis Communication Plan.

  • Assembling the Crisis Communication Team (CCT) and defining roles.

  • Workshop: Begin drafting a crisis plan outline for a participant’s organization.

Day 2: Strategy and Message Development

• Morning Session: The First Critical Hour

  • Initial Assessment: The STOP Model (Strategize, Target, Orchestrate, Perform).

  • Determining Your Stance: Strategies of response (apology, correction, denial, diversion).

• Afternoon Session: Crafting the Narrative

  • Developing Holding Statements and Core Key Messages.

  • The ARC Method: Acknowledge, Respond, Commit.

  • Practical Exercise: Groups receive a crisis scenario and must develop the first internal alert and external holding statement within 30 minutes.

Day 3: The Front Lines: Media and Spokesperson Training

• Morning Session: Managing the Media Frenzy

  • Conducting a Crisis Press Conference.

  • Working with Journalists Under Pressure: On-record vs. off-record.

• Afternoon Session: Becoming an Effective Spokesperson

  • Bridging Techniques: Staying on message during tough questions.

  • On-Camera Training and Body Language.

  • Simulation: Participants conduct mock TV and radio interviews on a crisis topic, followed by group feedback.

Day 4: Digital Dynamics and Stakeholder Management

• Morning Session: Taming the Social Media Firestorm

  • Monitoring Tools and Techniques for Real-Time Listening.

  • Responding to Comments, Rumors, and Misinformation.

  • Using Owned Channels Effectively (Website, social media) for updates.

• Afternoon Session: Communicating with Key Stakeholders

  • Your First Audience: Internal Communication with Employees.

  • Reaching Customers, Partners, and Regulators.

  • Case Study: Analyze a real-world crisis (e.g., a product recall, data breach) and evaluate the stakeholder communication approach.

Day 5: Simulation, Recovery, and Integration

• Morning Session: The Recovery Phase

  • Shifting from Response to Recovery: Strategies for rebuilding trust.

  • Post-Crisis Analysis: Conducting an autopsy and learning lessons.

• Afternoon Session: Capstone Crisis Simulation

  • Full-Scale Exercise: A complex crisis scenario unfolds in real-time via news alerts, social media feeds, and emails. Participants, in teams, must:

    1. Assess the situation.

    2. Convene the CCT.

    3. Develop messaging.

    4. Draft communications.

    5. Perform as a spokesperson in a live press conference.

  • Instructor and Peer Debrief: Detailed feedback on performance.

  • Course Recap: Final Q&A and action planning for implementing lessons learned.

  • Certification of Completion.