It has been seen that normal people may have to rise to the tests of a crisis. The most important element of crisis management is to ensure that the continuity of the organization is maintained and the short term challenges of the crisis are overcome.
JACK WELCH
CEO – General Electric (GE)
INTRODUCTION
This Crisis Communication Training Course covers strategy, planning, systems and resources. Participants will learn to respond rapidly and defend reputation in media and online. Topics include risk mapping, teams, protocols, templates, systems, manuals and tools. This course is designed for those who wish to develop strategic approaches and apply sophisticated techniques
COURSE OBJECTIVES
This program is specially structured to help participants understand and confidently practice the key skills of Crisis Communication Management by:
- Establishing your organisation’s readiness for Crisis Communication activities to mitigate reputational damage
- Leading the process of creating a crisis strategy
- Conducting a reputational risk assessment and issues mapping process
- Setting up crisis and issues monitoring systems
- Creating Crisis Communication systems, teams, protocols, resources and plans using straightforward templates and international best practice
- Apply practical Crisis Management tools and ideas to your job
COURSE CONTENTS
The 2-day course is divided into the following 4 modules:
MODULE 1: CRISIS COMMUNICATION STRATEGY
- What Is ‘Crisis Management’?
- How would you define Crisis Communication Strategy?
- The core principles of Crisis Communication.
- Crisis Communication strategy ‘Best Practice’
- Principles of Reputation Management
- Crisis dynamics: lessons for how crises originate and develop
- Stages of crisis communication
- Key ingredients and approaches to formulating a crisis communication strategy
- Case Study: BP Gulf of Mexico Oil Spillage
MODULE 2: CRISIS RADAR: RISK ASSESSMENT AND ISSUES MAPPING
- Understanding potential origins of Reputational Crisis
- Techniques to Identify and Prioritise likely sources of Crisis
- How to Conduct a Reputation Flashpoint Audit
- Best practice on Issues Mapping and Risk Assessment
- Practical tools to Map and Prioritise Reputational Issues
- Case Study: Toyota – the Problem with the Prius and
How Toyota Prevented and Managed a Mega-Fallout
MODULE 3: CRISIS COMMUNICATION SYSTEM AND PLANNING
- Who does What in a Crisis? Organizational Preparedness
- Teams and roles
- Integrating communications with other departments in a crisis
- Crisis escalation protocols
- Coordination with top management and other departments
- Drafting a “Red book” (comprehensive crisis manual)
- Case Study
MODULE 4: COMMUNICATING IN UNCERTAIN TIMES
- How Communication must Change in Uncertain Times
- How to stay ahead of the Curve
- How to Identify and Prioritise your Stakeholders (who is listening, and who should be)
- How to Define a Response (adapting positioning to sensitive situations)
- How to get your message out!
- Case Study: Origins and Subsequent Handling of the Covid Pandemic Outbreak –
‘Sensationalism Versus Facts’ and How it Affected the World
CONDUCT OF PROGRAM
The mode and style of conduct will be:
- Training
The participants will be imparted theoretical knowledge and skills in a highly interactive environment. Practical aspects of this training will involve hands-on exercises. Appropriate humor, small group discussions and open-dialogue would be the order of the day. All course and learning material would be provided.
- Time Factor
This is a 2-day intensive Workshop; Start and end times are decided in mutual consultation.
CERTIFICATION
Participants are awarded an internationally-recognized Certificate of Merit.