Introduction
Crisis management is the nature of activities to respond to a major threat to a person, group or organization. Proactive crisis management activities include forecasting potential crises and planning how to deal with them. Organizations must spend time and resources to complete a crisis management plan before they experience a crisis. RBNC designed this course basing 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 will be confronted with
How you will benefit
At the end of this training program, participants will be able to:
- Identify and list the different types of crises and their aspects
- List the various principles of crisis communication
- Devise crisis management processes aimed at mitigating potential crises in their organizations
- Demonstrate the benefits of using the media in a crisis situation
- Evaluate and prioritize the dimensions involved in crisis communication management
- Analyze and interpret results achieved through crisis communication management
Who should attend
This course is targeted at team leaders, supervisors and managers of public relations sections as well as any staff member who may be involved in managing communication issues during a crisis
What you will cover
Module 1: Introduction
- Definition of a crisis
- Overview of communication
- Various types of crises
- Key aspects of a crisis
- Evolution of a crisis
Module 2: 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
Module 3: Crisis management process
- Pre-crisis phase
- Crisis Management Plan (CMP)
- Crisis Management Team (CMT)
- The spokesperson role
- Crisis event phase
- Initial response
- Reputation repair
- Post crisis phase
- Lessons learned
- Follow up with communication
Module 4: 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
Module 5: 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
Module 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 what you are benchmarking against
- Deciding upon your timing, budget and measurements tools
- Analyzing results for conclusions and recommendations