Course Objectives

By the end of this course, participants will be able to:

• Identify the different types and characteristics of crises.
• Develop a list of the different principles of crisis communication.
• Plan crisis management operations that seek to mitigate their potential impacts on their organizations.
• Explain the benefits of using media in times of crisis.
• Evaluate and prioritize the dimensions related to crisis communication management.
• Analyze and interpret the results of crisis communication management.

Course Outline

Day 1: Defining Crises:

• Overview of the communication concept
• Different types of communication
• Key aspects of crises
• Evolution of crises

Day 2: Principles of Crisis Communication:

• Set clear goals
• Rapid response
• Responsibility
• Relevant messages
• Get to know your audience
• Demonstrate and maintain reliability
• Coordination with others
• Continuous follow-up

Day 3: Crisis Management Process:

• Pre-crisis
• Crisis Management Plan
• Crisis Management Team
• Role of the spokesperson
• Crisis phase
• Initial response
• Reputation repair
• Post-crisis phase
• Lessons learned
• Follow-up and communication

Day 4: Media and Communication in Crisis:

• Media and Communication
• Media as a partner when responding to crises
• Social Media and Crisis Communication
• Social media as a useful tool or challenge
• Effective use of social media in crisis communication
• Dimensions of Crisis Communication Management:
• Standard of operational decision-making
• Victim Management
• Trust and reliability
• Behavior
• Career prospects

Day 5: The ethical dimension

• Lessons learned
• How to Measure Your Results in Crisis:
• Measuring outputs
• Measuring crisis effects
• Measuring results
• Measurement Program Steps
• Goal setting
• Audience selection
• Define benchmarks and measurement indicators
• Choose timing, budget and measurement tools
• Analysis of findings, debriefing and recommendations.