Media Management in Crisis Communications

About Course 

What do the 2010 British Petroleum spill, the disappearance of Malaysia Airlines flight MH 370, and the financial crisis of 2008 have in common? They were all unexpected crises that rocked the world and created seemingly insurmountable PR challenges for the organizations involved. This course provides participants with the opportunity to identify how a crisis can impact an organization and what should be done to mitigate its effects . The course focuses on how to prepare the communication function to respond rapidly and effectively in the event of a crisis in order to be able to manage perceptions in the media and online.

By attending this course, you will learn best practices in crisis communication management, situation analysis, risk assessment, crisis team formation and responsibilities, protocols, and resources to be used such as crisis manuals and communication tools.

Course Methodology

The workshop is designed to be interactive and participatory with the occasional use of various educational and training tools. The course also relies on the use of real life cases aimed at helping the participants translate the theory into application in an effective and efficient manner. The course is built on four pedagogical pillars: concept learning (lectures and presentations), role playing (group exercises), experience sharing (roundtable discussions) and exposure to real world crises and policy choices which participants may confront.

Objectives

Media training becomes critical when an issue arises

Every organisation is vulnerable to a crisis – it’s knowing the right way to deal with a situation that changes the way companies are perceived by their stakeholders and the media.

Talking to the media can be overwhelming on a good news day, so coming face to face with a journalist when a crisis arises can be extremely stressful. Keeping a clear head and delivering key messages to the public while dealing with the media’s demands can be almost impossible.

Crisis communication training is one of our specialities and we have designed a training program that protects and defends a company’s reputation if facing public scrutiny.

Who should attend

Crisis and issues management begins with planning before there is a situation that needs to be handled effectively.

At Media Manoeuvres, our approach is to prepare our trainees to minimise the impact of an issue before it escalates to crisis status. We teach senior staff and executives how to work with the media in such situations so they get the best result and maintain their reputation.

OUTLINES 

  • DAY 1 Introduction
    • Definition of a crisis
    • Overview of communication
    • Various types of crises
    • Key aspects of a crisis
    • Evolution of a crisis
  • Principles of crisis communications
    • Setting your clear objective
    • Responding quickly
    • Accepting responsibility
    • Appropriate messaging
    • Profiling your audience
    • Showing and maintaining credibility
    • Coordinating with others
    • Continuous monitoring
  • DAY 2  Crisis management process
    • Pre-crisis phase
      • Crisis Management Plan (CMP)
      • Crisis Management Team (CMT)
      • The spokesperson's role
    • Crisis event phase
      • Initial response
      • Reputation repair
    • Post crisis phase
      • Lessons learned
      • Follow up with communication
  • DAY 3   Crisis communication and media
    • Media and communication
    • Media as a partner in crisis response
    • Social media and crisis communication
    • Social media as a beneficial tool or a challenge
    • Dynamic use of social media in crisis communication
  • DAY 4   Dimensions of crisis communication management
    • Standard operating decisions dimension
    • Victims management dimension
    • Trust and credibility dimension
    • Behavior dimension
    • Professional expectations dimension
    • Ethical dimension
    • Lessons learned
  • DAY 5   How to measure your results in a crisis
    • Measuring outputs
    • Measuring impact
    • Measuring outcomes
    • Steps for a measurement program
      • Defining your objectives
      • Defining your audience
      • Defining your criteria and benchmarks
      • Deciding upon your timing, budget and measurements tools
      • Analyzing results for conclusions and recommendations

Certificates

A Certificate of Completion will be issued to those who attend & successfully complete the programme.

Schedule

  08:30 – 10:15 First Session

 10:15 – 10:30 Coffee Break

10:30 – 12:15 Second Session

 12:15 – 12:30 Coffee Break

12:30 – 14:00 Third Session

 14:00 – 15:00 Lunch

Training Methodology:

This interactive training course includes the following training methodologies as a percentage of the total tuition hours:

  • 30% Lectures, Concepts, Role Play
  • 30% Workshops & Work Presentations, Techniques
  • 20% Based on Case Studies & Practical Exercises
  • 20% Videos, Software & General Discussions
  • Pre and Post Test

Fees

 The Fee for the seminar, including instruction materials, documentation, lunch, coffee/tea breaks & snack is: