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Every organisation must deal with - and communicate about - internal and external crises. But how can you identify and prevent a crisis from happening? And what is the best way to manage a crisis that already exists?
This three-day Master Class will cover all aspects of crisis communication, including: general communication strategy, crisis definition, crisis anticipation, crisis preparation, effective communication during a crisis, and finally, crisis prevention.
A combination of lectures, real-life case discussions, video clips, and interactive exercises are used to teach this material in a highly engaging manner. The programme is led by prof. Paul Argenti, a world-renowned expert in corporate communication.
Day 1 focuses on:
- The strategy behind all communications
- The changing environment for businesses
- Crisis communication framework
- 2 case studies
Day 2 focuses on:
- Communicating during a crisis
- Communicating following a crisis
- 2 case studies
Day 3 focuses on:
- Corporate responsibility, and how it can lead to as well as prevent crises
- Reputation risk analysis framework
- Case study
By participating in this course, you will:
learn how to identify crises, and become familiar with crisis characteristics
- learn common mistakes that lead to crisis escalation
- become familiar with specific tools to apply before, during, and after a crisis hits, as well as some general frameworks that will help you conquer a crisis situation, and ideally, prevent crises from happening in the first place
- learn how to anticipate potential risk areas ahead of time, and as a result, behave more proactively once a crisis does, in fact, strike
- distinguish between different communication channels when sending a message to employees, consumers, and the media at large during high-pressure crisis times
- think strategically about communication and become more confident in dealing with all aspects of crisis communication.
Who should attend
The programme is designed for executives/professionals with 3+ years of experience who are responsible for crisis communication, or interested to learn more about it. Participants usually have a background in corporate communication, public relations, corporate affairs or related fields.