Course Description:

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.

Course Goal:

The course aims at providing participants with the 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 Objectives

By the end of this Course the participant will be able to:

1. Identify the different types of crises and their aspects
2. List the various principles of crisis communication
3. Devise crisis management processes aimed at mitigating potential crises in their organizations
4. Demonstrate the benefits of using the media in a crisis situation
5. Evaluate and prioritize the dimensions involved in crisis communication management
6. Analyze and interpret results achieved through crisis communication management

Course Outlines:

1. Introduction
2. Definition of a crisis
3. Overview of communication
4. Various types of crises
5. Key aspects of a crisis
6. Evolution of a crisis
7. Principles of crisis communications
8. Setting your clear objective
9. Responding quickly
10. Accepting responsibility
11. Appropriate messaging
12. Profiling your audience
13. Showing and maintaining credibility
14. Coordinating with others
15. Continuous monitoring
16. Crisis management process
17. Pre-crisis phase
18. Crisis Management Plan (CMP)
19. Crisis Management Team (CMT)
20. The spokesperson’s role
21. Crisis event phase
22. Initial response
23. Reputation repair
24. Post crisis phase
25. Lessons learned
26. Follow up with communication
27. Crisis communication and media
28. Media and communication
29. Media as a partner in crisis response
30. Social media and crisis communication
31. Social media as a beneficial tool or a challenge
32. Dynamic use of social media in crisis communication
33. Dimensions of crisis communication management
34. Standard operating decisions dimension
35. Victims management dimension
36. Trust and credibility dimension
37. Behavior dimension
38. Professional expectations dimension
39. Ethical dimension
40. Lessons learned
41. How to measure your results in a crisis
42. Measuring outputs
43. Measuring impact
44. Measuring outcomes
45. Steps for a measurement program
46. Defining your objectives
47. Defining your audience
48. Defining your criteria and benchmarks
49. Deciding upon your timing, budget and measurements tools
50. Analyzing results for conclusions and recommendations

Course Duration:

One Week (5 Training Days)