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University of Salford, Manchester

Crisis Communication Training

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Media training can be the difference between surviving a PR crisis and collapsing under the pressure of negative coverage. This Continuing Professional Development (CPD) course in crisis communications will equip you with the essential skills to stay in control during difficult times.

Every day we see companies in crisis and managers at the mercy of the media due to product recalls, accidents and scandals. This one-day media training course will not only provide you with the necessary skills to deal with negative coverage, but hit the headlines for all the right reasons.

The crisis communication course will be delivered by award winning journalists who are also trained professionals in reputation management, crisis PR and interview techniques. They have over forty years’ experience and will provide expert guidance, practical solutions and presentation skills so that organisations can shine in the glare of media attention and stay calm under pressure.


Having the necessary skills to handle the media in a crisis is vital if you want to promote and protect your company’s reputation. A crisis mishandled can prove extremely damaging to your business.

Finding yourself in the middle of a media meltdown, knowing what to do and how to think on your feet will help you to both promote and protect your business. In this fast-moving world of news reporting it is imperative senior spokespeople are professionally trained to handle press interviews and equipped with the skills necessary to limit the damage of a negative story and maintain ‘the message’.

What’s on Offer

  • Our award winning journalists are experts in their field and have a proven track record of success advising the FTSE100 top companies in the North West, the public sector and smaller organisations on effective reputation management.
  • A unique insight into tough questioning techniques and how to deflect and protect your company’s reputation in a media crisis.
  • Our media training courses give everyone who is likely to deal with the press the skills, knowledge and confidence to handle enquiries and interviews positively.
  • Expert trainers will advise how to structure effective key messages and develop a powerful communications and crisis management strategy.
  • Every delegate will receive a training pack, which acts as a guide throughout the training course and as a reference tool for the future.
  • Each delegate will receive a DVD of their TV interview, a follow up evaluation critique and a certificate of participation.


Course Introduction for the workshop including an overview of the day and its objectives

  • A. An introduction to how the media operates, looking at their objectives, deadlines and priorities, from TV, radio and the press.
  • B. 'Trial by Media' - how news reports can influence public opinion and the impact a 'bad news day' can have on your business and reputation.

Bad News Days - an interactive video presentation using recent examples. Discussion and critique of the news-maker’s performances, including:

  • A. Tackling the media 'scrum'
  • B. Getting caught in a media ambush
  • C. Performing at the press conference

Crisis News Statements

  • A. How to prepare a news holding statement
  • B. Presenting in times of crisis - do's and don'ts when speaking in public under stress
  • C. Teams present their Statements to the gathered 'press pack'

Interview Technique’ - Hints and Tips for meeting the media en-masse in Session Two

Interview Technique’ continued - Summary and Feedback

  • A. How to effectively manage those killer questions
  • B. Communicating the 'message'
  • C. Body language - how to walk tall and not trip over the tail between your legs

Turning Up the Heat - Press Conference Technique’

  • A. How and when to host a press conference
  • B. Conducting yourself in front of the media
  • C. Do's and don'ts, conveying your crisis strategy

Press Conference Critique and Summary

Crisis Communication Plans

  • Reviewing the importance of having a pre-crisis plan in place to prevent time being wasted, reputations being destroyed and business being lost.

Questions and Feedback

Learning outcomes

This course will provide you with the knowledge and skills to protect your business, reputation and stakeholders, including:

  • A unique insight into tough questioning techniques and how to deflect and protect your company.
  • The importance of developing a powerful communications management strategy.
  • Help shield your organisation from a four-pronged attack by TV, radio, print and social media.
  • Understanding how the media operates and use it to your advantage.


Paul Lockitt is one of Bauer Academy’s most experienced skills training coaches with more than twenty-six years’ experience in presenting and broadcast journalism at Key 103, Sky TV and Granada TV in addition to ten years lecturing at various universities and colleges. Among his regular and rec...


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