Course Details
Course Outline
5 days course
- Crisis communication strategy best practice
- Principles of reputation management
- Crisis dynamics: lessons for how crises originate and develop
- Stages of crisis communication
- 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
- 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
