Course participants will be given an insight into what the media wants, its modus operandi, as well the more complex issue of social media and user-generated content (UGC). Message framing is considered in detail and the importance of setting an agenda and controlling how a crisis is framed by stakeholders is also covered.

The role of the spokesperson is evaluated alongside the need to monitor in real-time what is being said and how perceptions and impressions are being interpreted. Course participants will learn how to quickly put pre-crisis plans into operation and the importance of ensuring flexibility of approach during a complex emerging situation.

How to face the media, including the importance of body language, developing intentional message statements, and the use of tone are explored in order that participants appreciate the importance of an emotionally intelligent response. 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.

Those who complete the course should be confident and knowledgeable enough to face the media with confidence and credibility.

For more information please contact us

Day One: The Media Mindset and Pre-Crisis Preparation

• What makes a good story?
• The five Ws of a crisis - what stakeholders want to know
• Understanding the importance and urgency of critical decision making
• 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
• Internal communications during a crisis
• Stakeholders and external communications
• Barriers to effective communication
• Legal issues, regulatory compliance and governance issues

Day Two: Handling the Storm

• 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
• 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

Fee: £1400 + VAT

Book This Course: Crisis Communications